The Power of Employer Branding

I think we can agree that the landscape of talent acquisition and recruitment has and continues to undergo seismic shifts. With continuing talent and skill shortages, the demand for new career paths and models from employees is at an all-time high. At the same time, the influx of technological innovations, such as cognitive computing, AI, social collaboration, crowdsourcing, and the sharing economy, is reshaping the workforce as we know it.

In response to this, we are now seeing forward-thinking organisations leveraging the open talent economy as an opportunity to integrate cutting-edge technologies to devise novel new approaches to talent acquisition.

What was once seen as solely HR's responsibility, attracting and engaging with skilled talent has now become a top concern for business leaders. The process has evolved beyond traditional recruiting to encompass the broader scope of talent acquisition (TA), engaging multiple teams across the organisation. However, the rapid pace of technological advancements presents a challenge for many outdated platforms, struggling to integrate emerging technologies, capabilities, and evolving market needs.

We are now witnessing the recruitment experience evolving into a digital encounter, with candidates expecting seamless and mobile-friendly interactions. Savvy recruiters now wield new technologies to establish connections with potential candidates and to bolster their organisation’s employer brand.

In this digitally transparent era, an organisation's employer brand must not only be highly visible, but it also needs to resonate and be highly attractive to candidates. So, it is hugely important for organisations to proactively manage their employer brand to create that all-important ‘pull’ factor to attract and engage with prospective talent.

Crafting an appealing employer brand necessitates a nuanced blend of factors, with the overall workforce experience playing a pivotal role, demanding heightened engagement and robust career advancement opportunities.

Furthermore, companies must reassess how they communicate their value proposition to the workforce. A prime example is how Dell's Global Talent Brand and Tools Team orchestrated a comprehensive overhaul of the company's global career websites, ensuring consistent messaging and imagery. This also included a variety of candidate-focused content, including blog posts and diverse video content, which was strategically disseminated across various platforms, including the company's own career sites, YouTube channel, and employee-centric sites like Glassdoor, effectively expanding the company's reach.

So the key takeaways for me when it comes to managing your employer brand are:

1. Consistent messaging: Ensure that your organisation's values, mission, and culture are consistently communicated across all platforms, from the company's website to social media channels and employee review sites.
2. Transparent communication: Foster open and transparent communications with both current employees and potential candidates. Highlight your organisation's unique selling points and create a clear and authentic narrative that resonates with the target talent pool.
3. Employee experience focus: Prioritise the employee experience within your organisation. A positive working environment, growth opportunities, and a supportive culture contribute to a strong employer brand. Encourage employee advocacy and make sure that your employees are genuine ambassadors of the company culture.
4. Candidate-centric approach: If you have not already done so, implement a candidate-centric approach in your recruitment process. Provide a seamless and engaging candidate experience, right from the initial interaction to the final stages of the hiring process. This includes clear and timely communication, personalised engagement, and constructive feedback.
5. Use of technology: Embrace technology to enhance the recruitment process and improve the candidate experience. Leverage digital platforms and tools that facilitate efficient communication, streamline application processes, and provide insights into the organisation's work culture.
6. Brand differentiation: Highlight what sets your organisation apart from others. Showcase unique employee benefits, career development programs, and the overall work culture that distinguishes your organisation as an employer of choice and makes you stand out in the market.
7. Employee testimonials and success stories: Share authentic stories and testimonials from current employees that reflect the positive experiences and growth opportunities within your organisation.
8. Continuous evaluation and improvement: Regularly review and assess the effectiveness of your employer branding strategies. Solicit feedback from employees and candidates, monitor engagement metrics, and make necessary adjustments to ensure your employer brand remains appealing and relevant.
9. Community engagement and social responsibility: Participate in community initiatives and demonstrate a commitment to social responsibility. Engaging in activities that contribute to the betterment of society can enhance your employer brand and appeal to candidates who value corporate social responsibility.

By implementing these key strategies, will allow your organisation to effectively manage its employer brand and position itself as an “employer of choice” in a highly competitive and ever-changing talent market.

Paul Ryder is a Business Development Director at Penna Stafford Long, a full-service recruitment solutions company, part of the Adecco Group.