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How to Build an Employer Brand that Attracts Great Talent

Posted by: Lynn Sedgwick

In today's hyper-connected world, every company has a reputation, whether they actively cultivate it or not.

In a similar way that a commercial brand can affect the way a consumer feels about you, so too can your employer brand impact a candidate's decision on whether to work with your company. That's why leaders across every sector are now investing more time and money into effective employer branding exercises.

For example, your employer brand image can play a key role in getting the right kind of candidates for your organisation. The best candidates will naturally gravitate towards organisations that put their best face forward both online, and offline.

So, how can you create an employer brand that attracts the talent that’s right for your company?

1. Evaluate Your Current Reputation

Before you can begin making changes to your employer brand, you need to know where you stand. A survey or poll of key employees can help you build a foundation for your future employer brand.

Finding out what your current staff think about your organisation will help you identify the gap between where you are and where you want your employer brand to be.

2. Personalise Employee Experiences

You’ll also want to establish your Employer Value Proposition, by determining what you (can) offer your team that no-one else in your industry does.

In order to stay competitive, finance companies need to offer their employees an employment experience unlike any other. The key to attracting the best talent is being able to demonstrate that you have a healthy company culture and that you understand and accommodate modern needs.

For instance, as well as offering exceptional support and development opportunities to your employees, you can also promote work/life balance through remote-working or flexible scheduling and offer employee wellness programmes that include family days and partner events.

Find what makes you unique to the specific types of talent you want to attract, then keep those features in mind when you start working with a specialist recruitment agency.

3. Celebrate (And Market) Your Company Culture

Make sure that you're continually demonstrating your value to top-tier talent.

Today's professionals begin the search for the ideal position online. If you’re looking for a great accountant for your team, then you need to make sure you’re posting ads on all of your social media channels as well as the specialist job listing sites where prospective finance professionals are looking.

In addition to your presence on social media, your website also needs to be packed full of useful information about what your business does for both employees, and the industry overall. At the same time, your recruitment agency can help you to develop job specifications that highlight the most attractive parts of working for your company.

Though a great listing is a great way to inspire top-performing talent, showcasing your company culture doesn't have to stop there. Demonstrate what applicants can expect when they come to you by publishing blog posts, recording videos to share on social media, and generating case studies about your recent projects.

The more information you make available to your candidates, the more confident they'll feel applying for your position.

4. Develop an Advocacy Programme

If you're hoping to use your online presence to share information about your employer brand with possible future recruits, then the best things you can do to showcase your value is through your existing employees.

Advocates among your staff can share stories about their experiences with your company in videos, case studies, review websites like Glassdoor, and across your organisation's social media platforms. This primarily involves asking your existing staff to share their thoughts, opinions, and experiences related to working for you with their social networks.

Advocacy is a powerful way of building your brand because the words of your team are far more believable than the messages your business creates to attract new talent. Therefore, make it as easy as possible for people to join your advocacy programme and offer rewards for the professionals who get involved.

5. Make the Hiring Experience Count

In our highly-connected social world, it's important to make sure that the conversations you inspire are as positive as possible. This means that every aspect of your recruitment process, from your job specs to your hiring interviews and onboarding process, must support your image.

While a specialist recruiter like Clayton Recruitment can make it easier for you to track down the perfect candidates for your team, it's up to you to convince the talent you speak to that they should want to work for you. Personalise the questions you ask potential hires according to the roles they've applied for, and make sure that they know how you'll be keeping in touch with them when the interview is over.

Once you've brought someone new into your company, make sure that you nurture the relationship you've begun to build by offering plenty of clear communication and recognition. Providing a stress-free onboarding process with regular feedback will improve morale within your company while motivating your employees to continuously give their best work.

6. Ask for Feedback and Adapt

If you want to know how you can convince a new fees administrator or purchasing coordinator to join your team, why not simply ask for guidance from an existing professional on your staff? If you can figure out what compels your most valuable hires to stick with your brand, then you can draw more attention to those features the next time you advertise a role, or conduct an interview.

Avoid the mistake of not listening to your team; asking for feedback doesn't necessarily mean listening to all the good things your employees have to say about your business and ignoring the rest. Consider sending out surveys to find out more about what's working well for your company, and what you might need to change.

While it's a good idea to stick to your core values and vision, it's always important to be flexible if it means attracting the best skills for your team. Maybe you need to give your finance professionals more options for remote working, or invest in new tools for your engineers? A simple change can make a big difference.

7. Monitor Your Reputation

The most important thing you can understand about your employer brand is that it will continue to change and grow with time - regardless of whether you're refining it or not.

Employer brands are organic things. They require frequent attention to ensure that they don't veer off in the wrong direction. The best companies know how to manage the perceptions they build around their business as it grows, carefully monitoring their reputation on everything from social media to satisfaction surveys.

There are always going to be people out there talking about your company, and being aware of the conversation ensures that you can start to steer it in the right direction. Failing to monitor your efforts may mean that you miss out on some of the best talent on the market the next time you need to fill a gap in your team.

Maintaining a great employer brand takes a lot of effort and focus, but it can be the key to building a high-performing team.

 

About Clayton Recruitment

Clayton Recruitment has been partnering with organisations across the country since 1989 and during that time has built up an enviable reputation for trust and reliability.

With specialist divisions covering Commercial, Financial, Industrial Nursing, and Engineering appointments, on both a permanent and temporary basis. If you are looking for your next career move, we can help. Call us on 01772 259 121 or email us here.

If you would like to download our latest interview checklist, you can do so here.

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