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Friday, August 30, 2013

How to Align Your Employment Brand with Your Company Brand?



By Jessica Miller-Merrell

During this 3 part series we will be discussing the power of employment branding and how consistent voice and messaging demonstrates that the candidate experience is not just about the candidate, but it’s really the customer experience in disguise. According to the Candidate Experience Results over 21% of candidates said they were or have been customers to places they applied.

Employment brand is also often referred to as recruitment marketing or employment branding and is the most complex recruitment strategy to date pulling from all the elements of the social media hierarchy. The idea of employment brand is fueled by the philosophy where company sees candidates as customers focusing on a long term relationship with a job seeker over a course of time versus driving them to apply for a job opening through a single job posting, career fair or interaction with a recruiter.

In order to successfully brand your employer in the most efficient way, follow these three rules:

Invest in relationships: When working with candidates don’t just treat them like names on paper, but as individuals. In order to be successful in your recruitment process create specific and business-type relationships with each candidate to make them feel important and part of the process.

Don’t upset your applicants: It’s a fact of life that not every candidate who applies for a job will be hired and in most cases the majority of applications won’t be hired. This doesn’t necessarily mean that you have to upset your applicants. There has to be a lot of transparency in the process and the black hole of the candidate process needs to be destroyed.

Although communication is not required for every applicant, there are some instances where the job status should be communicated. The cost of no communication could be loss of sales, referrals, which leads to less money in the bank.

Be marketers: Recruiting is no longer about filling open positions; it’s about creating an employer brand that is candidate-centric. As recruiters you promote your company, which helps bring candidates into the hiring funnel while maintaining an ongoing relationship.

Follow these three steps and you’ll be on your way to create an employment experience that’ll not only benefit the candidates but also lead to better recruiting and applicants in the process.

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs

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