Improvement Of Employer Branding To Attract & Retain Top Talent
Companies need to start treating job applicants like sales prospects if they want to attract top talent, according to research by LinkedIn.
UK businesses are decreasing their chances of securing top talent because of a lack of employer branding. Organisations no longer have the luxury of hiring based purely on how good their product or service is – it is now expected to present a strong employer-brand, promoting the positives of the firm’s culture, values etc.
Research by LinkedIn showed that more than half (52%) of UK professionals are influenced by an organisation’s values when deciding on a job offer. This number rises to 56% in candidates between the ages of 16 to 24. LinkedIn also suggests that 77% of businesses don’t mention their company values on LinkedIn and a third don’t include the information on their website. This is a missed opportunity for companies looking to hire talent as candidates expect an insight into the company’s culture, career progression and colleagues.
Improving employer branding is even more essential for smaller companies to help avoid losing top talent to larger companies with more established brands. The Recruitment and Employment Confederation deliberates that recruitment agencies are pivotal in helping their clients deliver “the employer brand promise”.
How to improve employer branding
Accentuate Your Company Values and Reputation
Create an authentic message for your brand, so that candidates know exactly what to expect as an employee. It is important that the brand voice is consistent across HR, recruitment and all other platforms. This means your employees have to experience and believe first.
Attractive Company Culture
Building a positive culture is the root of a strong employer brand. Recruitment plays an influential role in nurturing culture, ensuring talent with the right culture fit is brought on board. Consider what type of culture you’re aiming to create and stick to it.
Nurture Your workforce
Reassuring your employees that they are more than just a number is very important.
Career progression – Mapping out talent progression – Employees will have a clear and documented process that will help them advance through the company. This plan reassures individuals that you are invested in their development.
Recognising & rewarding employees – Recognition boosts both individual and corporate morale. The recognition of individuals for their efforts either at one to one’s, on marketing platforms such as social networks or at staff events helps create a motivated work environment.
Nurturing relationships – Relationships within the workplace are highly important for a motivated working environment, particularly with Managers and direct reports. Going the extra step to nurture relationships will help to connect employees as people and boost team connectivity as a whole.
Providing small perks, rewards and unique benefits in companies is a fantastic idea as it makes employees feel valued and boosts staff morale.
Importance of exit interviews to understand employees needs
You can learn a lot from the employees who choose to move on from your company. Staff turnover is unavoidable, no matter how hard you try to keep your employees. The questions in the interview should be centred around finding key information in order to refine the existing management style and remuneration offering so you can continue to build on your employer branding.
Externally enhance employer brand
According to Glassdoor, 69% are likely to apply to a job if the employer actively manages its employer brand. Companies should manage their brand perception by leveraging marketing tools particularly social media. The company values should be clear and consistent in order to attract top talent.
With employment at record levels and the war for talent at its most challenging, developing and promoting your employer brand is the most effective way to attract (and retain) the best talent and win the war.