Written by Shweta Pathak on 21 Sep 2016
“You can’t teach Employees to smile. They have to smile before you hire them”
– Arte Nathan, Wynn Las Vegas
Most organisations today know that to convey a brand successfully in a rapidly expanding global marketplace, you need to create a good Employer Brand.
It is not about attracting customers, but about attracting talent to the company. It’s not about offering a job, but a career. A strong Employment Brand can provide an important competitive advantage and to talented job seekers, employees who reflect your brand, can be a true competitive differentiator. Engaging top talent through an attractive Employer Brand is just as important to your organisation’s success as a solid corporate brand.
It's crucial to remember that your employees are living, breathing ambassadors of your employment brand. A good candidate experience can lead to an individual becoming a brand ambassador.
Companies with a strong Employment Brand realise the many benefits that can be useful for attracting top talent.
Some of these include:
· Larger pools of Interested job candidates who match job requirements and relate well to the company culture.
· Greater success in attracting and hiring top-quality passive (sought-after) candidates.
· More referrals from satisfied current employees and lower rates of offer rejection
· Higher levels of employee engagement and lower turnover
Anyone could be a job candidate or a customer in the future, so your brand should mean the same thing to everyone who experiences it. Candidates are consumers. They expect the same experience when they look for a job as they would when they buy a product online. Candidates want to find and not search. The best examples of companies that are doing this right are Apple, Amazon, Flipkart and Expedia. Candidates expect a good experience at every touchpoint and with these companies, that's exactly what they get. Can you say the same for your business?
There is a lot to say about the benefits of a positive candidate experience for any organisation. Candidates are quickly becoming the voice of many organisation’s Employer Brand. We live in a digital age where, candidates are sharing their experiences online. For example, on platforms like Glassdoor, where your candidates share their feedback on the experience they’ve had on the interview or screening process. Give your candidates a great experience and let them see your culture even before they’ve joined. If they've had that positive experience, then they will become your ambassadors. And even if they aren’t hired, they will be positive about your organisation.
We all want highly engaged employees. Attracting and retaining skilled talent is the primary objective of any HR professional. A great candidate experience can directly translate to an enhanced employee experience, which in turn can enhance the employer brand by creating internal brand advocates who will promote positive brand perceptions on all channels of communication.
Remember that technology is always changing, but people don't. Humans behave in a certain way. If you understand their behaviours you can have meaningful conversations and relationships with them. A candidate's journey is complex and not linear. Candidates are sophisticated and want information. It's our responsibility to give them access to that information. Candidates are constantly seeking out contextually rich content, so we need to give them what they want, when they want it.
We are living in a SoLoMo World
SoLoMo = Social Local Mobile
Mobile phones are like super computers. Everyone has (at least!) one and we have an opportunity to engage with candidates because of mobile. Research shows that in a typical day, we check our smart phones 150 times, which is once every six minutes. Thirty-five per cent of traffic comes from mobile. We live in a mobile-first digital age. If it doesn’t work on mobile it doesn’t work.
Contrary to what companies may believe, in large part employees and candidates have always owned the employer brand. They just haven’t had the tools to spread their opinions as widely and quickly as they can today with Social Networking sites such as LinkedIn, Facebook, Glassdoor or Twitter.
While social networks have historical antecedents, they have come of age in modern times. With various technological innovations, such as mobile phones and the internet, people are more connected with each other than ever. Candidates as well as employers have found interest in social networking websites and they are being used as a source of brand storytelling and brand building.
Social Media is about engagement and capturing the attention of your target audience. Social Media is a dialogue, it's not about shouting at people. It's responding and conversing with fans and followers.
Content starts with what your audience cares about. This should be believable, authentic, interesting, meaningful content. Your EVP starts inside before it goes outside. Encourage your employees to tell stories that are authentic about your brand. Your employees are your brand ambassadors. Curate third party content that is out there and curate content that already exists on the inside to create your stories. Bring your people's stories and experiences together. Encourage employees to share on their own platforms. Content is after all, platform agnostic.
Culture, Leadership, Clear Vision, Corporate Brand, Transparency, Trust, Value and Benefits are the ingredients of a strong Employer Brand. They are powerful communication tools for creating both internal and external branding.
Right now, candidates are checking you out. Engaging is important and brands matter. The war for talent is over. Talent has won. They are the ones with choices.