The success of each firm hinges on its individuals. However attracting the perfect expertise isn’t all the time a simple feat. Corporations usually make investments important quantities of cash into the underside of the recruitment course of — job boards and recruiters. However at Flexa, we’ve discovered that an amazing employer model can scale back hiring prices while attracting the high-quality candidates your organization must develop.
At its easiest, employer branding is a mixture of:
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Your worker worth proposition (EVP), which can in all probability centre round your working atmosphere and versatile working insurance policies
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Your organization tradition
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Your staff’ voices.
After which, importantly, figuring out precisely how and the place to shout about all this difficult work!
Right here’s the way it’s achieved.
1. Determine your Worker Worth Proposition
A powerful employer model is constructed on authenticity, transparency, and a optimistic fame. Begin by understanding what you wish to be identified for, what you signify, and what you may provide staff that different corporations can’t (that is your EVP). That is the proper time to establish any areas for enchancment that don’t mirror positively in your model. It’s by no means too late to shake up firm tradition to draw and retain a cheerful staff.
When setting out your EVP, be sure to be genuine. There’s no level in making guarantees you may’t preserve, as this solely results in disgruntled new hires afterward.
When you’ve recognized your EVP and what makes you distinctive, you may begin shouting about it.
2. Leverage social media
Social media is an indispensable instrument for employer branding. Create a powerful presence on related platforms (at Flexa we love LinkedIn) and persistently share content material that displays your organization’s tradition, values, and worker achievements. Interact with potential candidates by way of related hashtags and take part in business discussions (internet hosting your webinars might be a good way to attract individuals in). By using these platforms successfully, you may attain a broader expertise pool and scale back reliance on costly recruitment businesses or job boards by having expertise excited to be a part of your organization when you’re prepared to rent.
3. Encourage worker advocacy
There aren’t any higher advocates to your firm than those that already give you the results you want. They’re your largest ambassadors and essentially the most genuine advertising instrument. Encourage staff to share their optimistic experiences and wins on social media; and amplify their tales by way of firm channels and web site testimonials. At Flexa, our staff usually posts about how they’re profiting from versatile work.
By leveraging worker voices, you may faucet into the networks of trusted staff while giving potential candidates a useful window into your world, to allow them to make an informed choice about whether or not you’re the appropriate match for them.
Keep in mind although, this must be genuine: persons are sensible; they’ll inform when somebody has been informed to submit one thing good about an organization. The actual tales from actual staff may have a way more important affect!
4. Shake up your success metrics
Many corporations will measure their employer model’s success utilizing functions and hires alone. However your employer model is way extra intensive than that, so you should evolve the advertising metrics you utilize to measure it.
Employer model is a strategic advertising effort. Due to this fact, when beginning out, contemplate measuring the success of your efforts utilizing metrics like attain (impressions/profile views on firm and worker pages), engagement (firm saves/likes/subscribes/ speculative curiosity), and viewers relevance (variety/geography/ expertise of candidates coming by way of the pipeline).
Decrease down the funnel, you should measure functions and hires, in addition to issues like alignment and variety. In case you give attention to getting most related attain to start out with, you’ll drive down your final price to rent.
5. Foster optimistic candidate experiences
Treating candidates with respect and offering them with a optimistic expertise throughout the hiring course of can considerably affect your employer model. Keep clear communication all through the method, present well timed suggestions, and provide a easy and environment friendly software course of. Even when a candidate isn’t chosen, leaving them with a optimistic impression can result in suggestions or future functions. This strategy helps construct a powerful employer model and reduces the necessity for intensive and dear recruitment efforts sooner or later.
6. Don’t simply give attention to employer model once you’re hiring
An employer model doesn’t simply want your consideration once you’ve received roles to fill. If you wish to construct a powerful expertise pipeline, you should have a real focus in your employer model all yr spherical.
Slightly than forcing functions reactively when you will have vacancies, give attention to proactively nurturing relationships with potential candidates and fascinating with passive candidates on-line, on platforms like Flexa, and at networking occasions and conferences all yr spherical. Keep common communication with these people utilizing the free channels at your disposal. Being constant in these efforts pays dividends in terms of bringing nice expertise by way of the pipeline and lowering your price to rent.
Employer branding must be a necessary a part of your expertise attraction and advertising technique. In case you’re not doing it, take a couple of steps to get began. It’s straightforward as soon as you understand how.
By Beth Carter, Head of Development at Flexa.
