Talent Wars…Building an employer brand for the future?

As the battle for talent increases it is important to hone in on initiatives that can increase employer branding and build targeted talent pipelines that set you apart from the field.

Yes, I am aware that the general consensus is that everyone is fishing from the same pond (Yes a bit clichéd), however, according to the Bureau of Labor Statistics, the average worker currently holds ten different jobs before age forty, and this number is projected to grow. With this in mind companies need to stop being reactive with their recruitment needs and start developing initiatives that will help build their employer brand.

Before, I digress in to initiatives that will enhance employer branding I want to explain my personal perception of what employer branding means. For me, employer branding is all about showcasing your company in it’s true light with the desired goal to attract and retain talent and become an employer of choice.

So the big question…how do you become the employer of choice with so much competition within the market? If I’m truthfully honest you can’t because what may appeal to me may not appeal to all. What you can do, however, is build a presence, promote your values and culture and build a talent pipeline for the future.

As we all know Rome was not built in a day, neither is your employer brand. A common mistake is to run before you can walk and by this I mean investing in glitzy campaigns (Social Media, High tech sourcing tools, sponsorship etc) without having the basics (Candidate journey / Company values / Audience) in place first. Personally, I believe the candidate journey should be at the forefront of everything we do. If you can ensure that each prospective employee has a great candidate experience from initial offset then you have your foundation to grow on.

Once the basics are in place you can then start to invest in building a presence within the market. This does not need to be costly and there are a number of quick wins you can implement that will help widen your attraction nets. For example you could publish content on Social Media (Facebook / Linked-in / Twitter etc), attend directorate specific networking events / career days and friend referral schemes with the end goal of showcasing your companies values, culture and getting your brand recognised.

Today, workplace equality is pivotal in creating a better ethos for companies. Vivian Hunt from McKinsey & Company highlights that gender diverse companies are 15% more likely to outperform their peers and ethnically diverse companies are 35% more likely to do the same. This alone is a massive contributor to why companies should be taking diversity and inclusion seriously. In addition to this a study carried out by Glassdoor details that 67 percent of active and passive job seekers said that a diverse workforce is an important factor when evaluating companies and job offers.

To further develop recruitment channels it is integral that companies consider programmes for ‘the future’. Talent is not always far afield and it is important that we look to develop talent in-house. Initiatives such as Apprentice and Graduate schemes help grow and nurture talent for the future. Once talent has been identified it is important to provide ongoing training, development and engagement so that employees are inspired, engaged and on board for the long run. The Hays Salary survey from 2017 significantly highlights that 62% of employees feel no scope for career progression in their current roles so it is integral that companies act to retain the best employees. What employees need is a culture that values transparency for example, companies can achieve this by publishing intranet blogs, holding workshops, recognising colleagues and publishing mid/end of year performance results so that employees feel part of the success.

As demand and competition continues to grow make sure you lead on employer branding, position yourself within your market and above all network and be passionate about the company you work for as that will be the impression that you leave with the next potential employee.