Let’s face it – attracting talent is tough. You’ve told us it’s the biggest challenge you face this year.
A decade ago, before smartphones turned the world upside down, finding the perfect candidate for your role was easier. Now, the tables have turned. The job market has shifted in favor of the employee, and 60% of organizations are finding it harder to fill positions than this time last year. Today’s most in-demand employees have more ways to find jobs than ever before. They have increasingly niche skill sets. They expect their work to have meaning, personally and to the world. And they expect a nice salary to boot. When they’re happy and engaged, they can be incredibly productive. But if they’re not happy, they’ll go somewhere else. If they’re really unhappy, they’ll tell the world about it. At the same time, your business is getting more complicated. You’re hiring to fill roles with ever-evolving skill requirements. Your resume keyword searches can’t easily find the things you’re looking for: ‘soft’ skills like resilience, openness and (quick learning), and alignment to your company’s purpose and values.
You’ve become a matchmaker faced with an impossible challenge: find someone who can excel in their role today, grow and evolve as their role and your company changes, give back to your business and the world, and have a long, happy and productive career.
And as you toil, great talent is flocking to a handful of companies, who have so many high-caliber applicants that they need to turn many away.
What do these companies know that the rest of us don’t? They invest in their employer brand.
As consumers, we all know the power of a great brand. Great brands command higher prices, attract legions of fans and practically market themselves. They appeal to our emotions and have the power to short-circuit rational decision-making. We use brands as a form of self-expression: by choosing brands that align to our values, we make a statement about who we are.
This brand power extends to the workplace, too. A powerful employer brand can halve your hiring costs, double job applications and reduce employee turnover by up to a third (Source: LinkedIn). And it can improve the quality of your applicant pool – by putting out a message about your company’s culture and values, you’ll attract applicants whose own beliefs and values are a match.
The good news is, you can design and build a strong employer brand – no matter how large or small your company or existing external brand presence.
The best employer brands are authentic, attractive and distinct. They show what it’s really like to work at your company, they make your target applicant want to work for you, and they differentiate themselves from the competition.
Building a strong employer brand requires knowledge, internal alignment, creativity and discipline. Following this five-step process will put you on the path to success:
1: Map your potential: Creating a story that’s authentic to your company requires that you know what makes you special and what will appeal to your target talent pool, so that’s where we begin. Research will uncover the internal reality and the external perception of your brand, and what makes your company unique.
2. Create your brand story: The next step is to develop a brand story, or Employee Value Proposition, which describes what makes your brand authentic, attractive and distinct, and a playbook of creative assets to bring that story to life.
3. Activate internally: Successful employer brands aren’t just about a recruitment campaign. They engage and build loyalty from the inside. Launch and activate internally across all points of the employee lifecycle, using the power of influence to inspire your teams and get them evangelizing your brand.
4. Tell the world: Build a communications plan to share your brand story. Launch an external marketing campaign to reach your ideal employee with the most compelling messages at just the right time.
5. Measure and optimize: An ongoing measurement program will demonstrate that the investment you’ve made is having a real impact on your business, and will enable ongoing optimization as the talent market evolves.
At ORC International, we can partner with you every step of the way to ensure your employer brand is created and activated successfully. Our employee engagement and culture experts are specialists in helping organizations understand how to attract, engage and retain talent, creating happy, healthy and successful workplaces.
We’re proud to be part of the Engine Group, giving you access to some of the most innovative creative, production, media and performance marketing brains in the business, all under one roof, so you can move from intelligence to action seamlessly.