One of the most important aspects of your organization’s overall recruitment strategy is developing and managing your employment brand. Candidates rate an organization’s employment brand the 2nd most influential factor when considering employment opportunities. Google is the world’s most recognized employment brand. Google’s employment brand was built in a short period of time and exclusively through viral marketing. Google’s employment brand has been written about in every major business publication and as a result of its branding Google receives over 3,000 resumes per day. Other organizations such as Southwest Airlines, IBM, GE, Disney and HP have implemented similar employment branding techniques and are finding similar results.
While smaller organizations should not set out to compete with Google’s employment brand they can strive to become the number one brand in their vertical. A viral based approach to employment branding will result in the ability of the organization to attract top candidates. If you have to pay to get your message out it will not be credible. A successful employment branding strategy must be viral and must excite potential candidates to take action.
Successful employment branding emphasizes stories about an organization, an organization’s recruitment process and what it’s like to work in an organization which can easily be spread by employees and candidates. Employment branding has been called the #1 strategic way to increase application traffic yet on average companies spend less than 5% of their recruitment budget on employment branding.
The goal of any organization’s employment branding should be to build the organization’s reputation as a top place to work in order to attract top talent. Your employment brand should be credible, believable, and concentrate on the spreading of positive stories about the organization, being talked about in the media, and winning awards.
Some of the components of your employment branding
initiative should include:
· A well developed and implemented employee referral program.
· Development an execution of a “Recruitment Culture”
· Proper utilization of social networking
(LinkedIn, Facebook, MySpace, Plaxo, Twitter, Ning, etc.).
· Viral Marketing
· Recruitment Video · Career site SEO
· Award programs.
· Articles in targeted business publications
· Presentations at conferences
An organization’s employment branding should lead potential candidates to a strong career site. Candidates will visit the career site to confirm if what they’ve heard about the organization is true and read detailed information about the organization. The career site should clearly identify the organization’s culture, values, vision, current job openings and benefit programs. The site should reflect an organization’s brand and strengthen a candidate’s desire to consider employment with the organization. Included on the site should be testimonials from employees and video showing employees doing engaging work. Video should definitely be a part of employment branding as it can excite candidates and allow them to see feel and hear the passion and excitement of an organization’s employees. Google’s recruitment video “An inside look at Google” has been viewed over 500,000 times on the Internet.
Positive employment branding will result in a significant increase in the volume of unsolicited resumes, higher quality candidates, higher offer acceptance rates, an increased number of employee referrals, improved employee retention rates and an overall increase in the success rates of an organization’s recruitment programs. Remember that your employment branding is only as good as your candidate experience ratings.
Mike Astringer, Founder and CEO Human Capital X701 firstname.lastname@example.org
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