Member Article

Making your employer brand a reality

According to a report published by LinkedIn, 83% of talent acquisition leaders believe that a company’s employer brand has significant impact on their ability to hire great talent. It is this overwhelming importance placed on employer branding that has led to many organisations spending a huge percentage of their recruitment advertising budget on researching and developing their employer brands.

These companies are using methods such as internal and external surveys, focus groups and interviews to create engaging tag-lines and compelling employer value propositions (EVP’s). They are developing catchy strap-lines and engaging images and videos to convey what it is like to work for their company with the aim to attract top talent.

This is all great and we bet the employer brands look fantastic in the designer’s studio, but how do you take their brand and make it a reality? One of the most important, and obvious, tasks when implementing a newly created employer branding concept is to take the concept and integrate it with the candidate’s recruitment experience. You want to immerse potential employees in your brand as soon as they visit your website; you want to sell your company as a great place to work and convey your unique company culture.

For your employer brand to truly convince candidates, they must be fully immersed in it at every stage of their recruitment journey. That means not only engaging with applicants when they make their initial query and look for information on your website, but continuing to communicate your brand through any further recruitment communication such as emails,letters, text message communication and even extending this to the successful candidates’ induction materials.

To help them through the process of implementing their employer brand, many companies are turning to an e-recruitment software solution (or applicant tracking system) that offers a branded candidate job search and application portal and the ability to automate branded recruitment emails. This ensures the employer brand appears seamless to candidates throughout the recruitment process, enhancing their experience and leaving them with a positive, professional and engaging experience of the company.

We spoke to Giles Heckstall-Smith, Commercial Director at Jobtrain Solutions; a company who specialise in branded applicant tracking software. He told us “more and more companies are approaching Jobtrain Solutions seeking an online recruitment solution that fits seamlessly with their employer brand.”

“We are able to achieve this through our fully client branded online candidate management portal. This is the first step in the recruitment process and sets initial expectations and impressions of the company as an employer. We then ensure this is reinforced through automated but tailored and personalised emails that reflect the culture and communication style of the company. Jobtrain enables automation of many of the most admin heavy elements of the hiring process (such as publishing jobs, scoring applications, communicating with candidates and even managing offers online), to dramatically reduce administration and time to hire.

To find out if Jobtrain Solutions can help make your employer brand a reality take a look at their website www.jobtrainsolutions.co.uk or contact Commercial Director, Giles Heckstall-Smith on 01565 818 234.

This was posted in Bdaily's Members' News section by David Lomas .