WHY A STRONG EMPLOYER BRAND IS VITAL IN ATTRACTING TOP TALENT

THE RECRUITMENT CHALLENGE

65% of UK companies expect a skilled-candidate shortage to persist in their sectors over the next two years

GLOBALLY,

57% of companies say competition for talent is their top challenge

* Bullhorn, UK Recruitment Trends Before and After Brexit Part I, Aug 2016

* LinkedIn Global Recruiting Trends 2017

JOBSEEKERS ARE WELL-INFORMED

Candidates are consulting an average of 16 sources before applying…

…and only 36% apply without doing any research

What matters to candidates

* LinkedIn Global Recruiting Trends 2017

Culture and values

Perks and benefits

Mission and vision

1

2

3

The value of a strong employer brand

80% of talent leaders say employer branding significantly impacts their ability to hire talent

Employer brand: An organisation’s reputation as an employer and the value it offers to employees (rather than customers)

i.e. “Why should I work for you?”

Employer brand =

Company generated messages + Employee generated messages

Developing your employer brand• What are your company values and how are they brought to life?

• What information do your candidates need and want?

• What’s your employee value proposition?

• How will you communicate that to the outside world?

• How will current employees be involved in this process?

Employee Value Proposition (EVP)The unique set of benefits which an employee receives in return for the skills, capabilities and experience they bring to a company

Know your audienceDetailed candidate personas identify who you need to reach and how:

• Personality traits

• Skills and capabilities

• Values and goals

• Location

• Media preferences

• Interests and behaviours

Get the message out Use a variety of channels and tactics to communicate your employer brand:

• Careers sites and join us pages

• Social channels

• Blogs

• Jobographics

• Creative job ads

• Employer brand videos

• Employee generated content / employee advocacy

“Employees are the most credible voices on multiple topics, including the company’s work environment, integrity, innovation and business practices.” 

THE RECRUITMENT CHALLENGE

86% say internal communications has the primary focus of aligning people with the organisation’s purpose and strategy 

66% say internal comms is effective at creating brand advocates

* Ellwood Atfield, The Changing Face of Internal Communications, 2017

The power of recruitment marketing

UK HR managers say that recruitment marketing has:

Increased the number of applications per vacancy

Reduced time to fill positions

Increased the quality of applicants

Increased the diversity of applicants

Reduced cost per hire

Increased brand recognition

Improved staff retention

* Southerly Recruitment Marketing Insights report, 2016

Closing thoughts

Companies on the Glassdoor Best Places to Work list outperform the S&P 500 by an average of

122%

“Having a strong employer brand is about attracting and retaining the best talent.”

* Glassdoor, 2015

* Steven Cheliotis, CEO, Centre for Brand Analysis