Everyone’s talking about employer branding, and for good reason. Nearly a decade has passed since the “talent gap,” and yet we haven’t quite discerned how to move forward. Attracting quality talent is a high priority for CEOs, and 63% are concerned about the availability of key skills, according to PwC’s annual survey.
It’s clear that HR marketing executives don’t have the luxury to make a mistake in this area. However, evidence shows that many organisations feel overwhelmed and unprepared. How do you ensure your hiring and recruitment process is in alignment with your brand?
According to Forbes, about 70% of companies have job seekers navigate a complex online application and fail to even respond with an email. This is a perfect example of a wasted opportunity – it does nothing to convey your brand. At best, it leaves job seekers confused, and at worst, lowers their opinion of the company.
It’s not incredibly difficult to prevent this sort of thing from happening. Any attempts to streamline your hiring process will help, whether it be through online videos, phone calls, social media, or another simple technique. The most important thing to keep in mind is meaningful connection – keep talent informed and take deliberate action to ensure they feel engaged.
Nowadays, employers without a proper online presence are seen as old-fashioned, and even unprofessional. A website that captures an employer’s brand, along with its values, culture, and objectives, is the bare minimum standard. Employers who know their target audience are finding ways to cut out the middlemen and reach potential talent directly. For many employers, this means branching out beyond job boards and utilizing social media platforms like Facebook and LinkedIn.
Of course, the reasoning behind this shift won’t surprise you. Digital channels give employers the best shot at locating large groups of specific, quality talent. With the knowledge that thousands often compete for a single position on a job board, job seekers are also searching for ways to communicate with employers more directly. Thus online recruitment is key for raising awareness of your employer brand. By engaging through social media platforms, you’re giving potential talent exactly what they’re looking for – a more direct, intimate relationship.
A LinkedIn study found that the passive talent pool is not as big as we thought, with only 20% of employees completely uninterested in new opportunities. With this in mind, it’s important to keep candidates in the loop through digital mediums.
In the future, we’ll undoubtedly see employer branding efforts split in between existing staff, caring for their engagement and retention, and on external talent, trying to attract and recruit the right people for the organisation. As digital platforms continue to grow as a primary avenue for job seekers, HR and Marketing will have to work together to maintain a cohesive employer branding strategy. The problem is, while most CEOs know this is needed, they’ve yet to take steps to rectify the issue.
With the intention of answering key questions and advance company recruitment practices, we surveyed over 2000 senior executives. We found that employer branding objectives varied by industry. We also learned that 60% of CEOs feel they own employer branding, while just 32% feel the role is owned by HR.
What about Employer Value Propositions? Are they working? And will employer branding budgets change over the next few years? For insight into these questions, and to learn more about the future of employer branding, read the full Universum 2020 Outlook.