The success of each firm hinges on its individuals. However attracting the perfect expertise isn’t at all times a straightforward feat. Corporations typically 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 awesome employer model can cut back hiring prices while attracting the high-quality candidates your organization must develop.
At its easiest, employer branding is a mix of:
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Your worker worth proposition (EVP), which is able to in all probability centre round your working setting and versatile working insurance policies
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Your organization tradition
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Your workers’ voices.
After which, importantly, figuring out precisely how and the place to shout about all this tough work!
Right here’s the way it’s finished.
1. Establish your Worker Worth Proposition
A powerful employer model is constructed on authenticity, transparency, and a constructive popularity. Begin by figuring out what you need to be recognized for, what you characterize, and what you may provide workers that different firms can’t (that is your EVP). That is the proper time to determine any areas for enchancment that don’t replicate positively in your model. It’s by no means too late to shake up firm tradition to draw and retain a cheerful group.
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 device for employer branding. Create a robust 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 could be a good way to attract individuals in). By using these platforms successfully, you may attain a broader expertise pool and cut 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 are not 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 and marketing device. Encourage workers to share their constructive experiences and wins on social media; and amplify their tales by way of firm channels and web site testimonials. At Flexa, our group typically posts about how they’re taking advantage of versatile work.
By leveraging worker voices, you may faucet into the networks of trusted workers while giving potential candidates a useful window into your world, to allow them to make an informed determination about whether or not you’re the proper match for them.
Keep in mind although, this must be genuine: persons are sensible; they will inform when somebody has been informed to publish one thing good about an organization. The actual tales from actual workers could have a way more important affect!
4. Shake up your success metrics
Many firms will measure their employer model’s success utilizing functions and hires alone. However your employer model is much extra intensive than that, so it is advisable to evolve the advertising and marketing metrics you utilize to measure it.
Employer model is a strategic advertising and marketing effort. Subsequently, when beginning out, take into account 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/ abilities of candidates coming by way of the pipeline).
Decrease down the funnel, it is advisable to measure functions and hires, in addition to issues like alignment and variety. Should you deal with getting most related attain to start out with, you’ll drive down your final value to rent.
5. Foster constructive candidate experiences
Treating candidates with respect and offering them with a constructive expertise in the course of the hiring course of can considerably affect your employer model. Keep clear communication all through the method, present well timed suggestions, and provide a clean and environment friendly software course of. Even when a candidate isn’t chosen, leaving them with a constructive impression can result in suggestions or future functions. This strategy helps construct a robust employer model and reduces the necessity for intensive and expensive recruitment efforts sooner or later.
6. Don’t simply deal with employer model whenever you’re hiring
An employer model doesn’t simply want your consideration whenever you’ve acquired roles to fill. If you wish to construct a robust expertise pipeline, it is advisable to have a real focus in your employer model all yr spherical.
Slightly than forcing functions reactively when you’ve got vacancies, deal with 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 relation to bringing nice expertise by way of the pipeline and decreasing your value to rent.
Employer branding must be a necessary a part of your expertise attraction and advertising and marketing technique. Should you’re not doing it, take just a few steps to get began. It’s straightforward as soon as you know the way.
By Beth Carter, Head of Progress at Flexa.
