The key to highly engaged candidates does not only come from the candidate experience during the recruitment process. More than that, the first key lies in the company’s image in the eyes of potential candidates. Universum found employer branding remains a top priority for both large and small companies. Surveying over 1,600 human resources and talent management leaders from 45 countries in early 2019, Universum cited that the changing paradigm shift in the employer branding will evolve year-by-year, with more than half of large companies prioritise employer branding.
However, as talent competition becomes tighter, employer branding seems to have its pitfalls, leading to lost potential candidates, Universum wrote. The pitfalls commonly occur from the branding mistakes employers make. Thus, to avoid the pitfalls, make sure to stay away from the following employer branding mistakes.
People often use hyperbolic adjectives to make themselves stand out. Albeit it might work for personal branding, it might not help your employer branding. Why? The basic rule in branding is to go over each and every corner of your work culture to lure candidates. A good employer brand focuses on potential success, reference, groups, product features, and word-of-mouth among other things.
We can learn from Starbucks on this matter. Starbucks has one among the best employer brand, based on The HeadHunters research. Starbucks makes videos and content with their current interns and employees citing how it feels like working in the company in an interesting manner. Starbucks always displays the important points such as the benefits and perks candidates will get when they work with them. Straight to the point and alluring, that’s all that employer branding is about.
Joe Escobedo, the expert of employer branding, said that one of the mistakes most employers miss is video. Video is now the fastest-growing media that everyone loves. Videos are also powerful when it comes to recruiting younger generations. Not only does video give real insight, it also helps candidates connect with the company on a deeper level. In his experience, Escobedo shared that one of his candidates just saw his video and feels connected. When candidates feel connected and engaged in the first place, there is a chance they will be loyal to the company.
The basic of employer branding is marketing. You sell your company culture to potential candidates and those who are interested will come and work with you. Hence, you should understand that what makes marketing successful is not only from the content or product but also from targeting the “right” audiences.
That being said, you should understand your audience first and get more active in the platform they are using. One of the good examples is Randstad, Escobedo added, as they appeal to candidate’s concern and speak in their candidate’s language which makes them stand out in the eyes of those they are recruiting.
You can use all platform to attract your top talents but be most active in the platform where the candidates you look for gather. For example, if you intend to hire millennials, they are most active on Facebook and Instagram. For generation Z, they are most active on Instagram, Snapchat, and YouTube.
Most employers are busy branding themselves on the social media platform and forgetting the outside validation that helps ensure good and authentic branding efforts. Outside validation refers to the third party that is commonly found on review websites. When your prospective candidates find you engaging in your social media platform but your website does not represent the same, it might decrease their interest. Certainly, employer brand should not just look good from the outside but also from the inside.
Branding is not a one-time effort. If you think that making a video, building a page, and posting the jobs are all that it needs, you are totally wrong. The competition will get harder and your company needs to keep up with that. Therefore, you need to diligently update and showcase how valuable your employees are, your work culture is, how important projects you handle, etc.
You have successful and luring employer branding. Everyone loves it with all those likes and thousands of visitors. Thanks to your branding efforts also, you get thousands of applicants to sort out. However, during the recruitment process, the candidate experience does not represent what you show in the branding video. You ghosted candidates, leading them to leave a negative review. This is exactly what happens if you do not follow up on your branding.
For that reason, do a follow-up. Branding is only a guide to help create employee experience. You should communicate all that you emphasise during the recruitment process, onboarding process, to employee annual reviews.
Read also: 10 Best Practices of Employer Branding