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Candidate is king - your employer brand matters

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Candidate is king - your employer brand matters

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In a time where there is a shortage of talent, organisations must invest in their employer brand in order to attract and retain the best candidates to grow their business. This document is co-produced with Creed Comms, an employer brand specialist, and will run through what an employer brand is made up of and who is doing it well.

In a time where there is a shortage of talent, organisations must invest in their employer brand in order to attract and retain the best candidates to grow their business. This document is co-produced with Creed Comms, an employer brand specialist, and will run through what an employer brand is made up of and who is doing it well.

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Candidate is king - your employer brand matters

  1. 1. Yes, employer branding is important Find out what makes up an employer brand and gain inspiration on how to enhance yours. 1
  2. 2. Candidate is king The war for talent is tougher than ever.The UK has seen a 26% increase in the number of vacancies in 2015 compared to last year.
  3. 3. Be a magnet to talent. Employers must start investing in their employer brand to achieve their hiring goals.
  4. 4. Ask yourself the following questions • What is your employer brand? • What are you known for? • What do you offer to current and future talent?
  5. 5. It’s important that all your ducks are in a row. By answering the previous questions you will be able to launch a defined employer brand.
  6. 6. Your employer brand has a broad impact and can bring an ROI across many business areas. Getting it right is important, not only to gain buy-in internally but to fuel consistency of brand across the business.
  7. 7. Here is a complete overview of the employer brand experience; assess what you can achieve with the resource you have available and tackle them one at a time.
  8. 8. The impact of your employer brand and return on investment can be measured throughout these areas.
  9. 9. Here are some examples of companies that get a big thumbs up for attracting candidates to their business.
  10. 10. COMMUNICATION A careers page or site is a given if you want people to apply for jobs directly with you. It’s a chance to showcase all of your employer branding in one hit. Example: Turning Point Why they do it well: varied options of how potential employees can find out more about working for them and easy access to job search and application functionalities and all connected with a dynamic brand.
  11. 11. COMMUNICATION Video interviews of your current team is a modern and insightful way of giving potential applicants the inside scoop of the job and who their future colleagues could be. 52% of marketing professionals worldwide name video as the type of content with the best ROI. Example: MyDentist Why they do it well: they have an extensive library of video interviews with employees from every area of their business
  12. 12. Example: Deloitte Why they do it well: This gamification video from Deloitte is not necessarily what you would expect from them but that’s exactly why it’s so brilliant. This is a communication tool demonstrating their values and culture and goes against their straight-laced stereotype. COMMUNICATION A company video can be created in- house or professionally and is a great indication of your culture and business ethos. Any content uploaded onto YouTube that is tagged correctly will also nudge up your SEO score.
  13. 13. COMMUNICATION Invest in advertising to increase the reach of your employer brand. Example: Assurant What they do well: a mix of offline and online proactive communications that highlight the benefits of joining their company whilst raising their brand awareness.
  14. 14. Being upfront with regard to your recruitment process can save a lot of time by early screening of candidates that aren’t comfortable with hiring stages such as presentations and tests. Example: Coop Bank Why they do it well: the application process is online for all to see. It is clear and concise so everyone can understand the hiring journey in advance. RECRUITMENT
  15. 15. Increase the amount of ways you can meet potential employees. TOUCH POINTS Examples: Channel 4 have created a wide range of avenues that present opportunities to engage with future hires. Meet ups are another effective way to connect with talent and meet the people behind the CVs.
  16. 16. WORKING ENVIRONMENT Every company has staff photos from socials and christmas parties. If you are a company that prides themselves on being fun then show it, flaunt it, celebrate it. No photos yet? Employee testimonials are a quick win to build up a picture of your employer brand. Example: Talend What they do well: They are proud of their work hard, play hard culture and reflect this in their comms.
  17. 17. WORKING ENVIRONMENT On average we spend 1842 hours a year at work, promote your working environment in different ways.
  18. 18. WORKING ENVIRONMENT Work-life balance is important. If your company actively promotes this for your employees you should reflect it in your messaging - it is a massive selling point. Example: Keystone Law What they do well: they have created a lifestyle calculator that measures how much better it could be to work for them.
  19. 19. REWARD AND RECOGNITION It may seem obvious but being an award winning company increases the chances of people wanting to work with you: winners attract winners. Apply for awards that can highlight your great working environment. Remember to tell the world that you’ve been shortlisted or won.
  20. 20. REWARD AND RECOGNITION Salary will always be a critical factor to attracting people to jobs. Use salary benchmarking to ensure you are competitive.
  21. 21. BENEFITS It’s important you make potential employees aware of everything your company offers. Benefits can be both great attraction and retention tools. Examples: House of Fraser Why they do it well: they have an extensive career site with a sturdy range of benefits clearly stated.
  22. 22. 22 We hope this sparked some inspiration and helps you build an employer brand that attracts the best talent.
  23. 23. Brought to you by

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