Today’s tight labor market means more opportunities for job seekers and more competition for businesses looking to grow their team with top talent. How do you make your business stand out in a sea of “Now Hiring” headlines?
Establishing your business’s employer brand is key in generating interest and applications from coveted talent. Equally important: Making that application and hiring experience feel as positive and impressive as the customer service experienced each day by your customers.
Becoming an employer of choice requires an evolution of thinking across the board. Here, we dive into the top tips for branding your business for powerful recruiting results:
- Keep communications consistent
Every business has a unique story to tell – one that sets you apart from the competition and one that can play a key role in attracting the best fit in terms of both customers and employees. What can you offer prospective and current employees that your counterparts in the market cannot? What makes your business, and work culture, different? Developing consistent messaging is key in attracting workforce talent who can propel your business into the future. Focus on defining your mission and company values, and stick to your script when communicating on behalf of your business.
- Optimize job postings
Put yourself in the shoes of a job seeker and evaluate your current website. Is it easy to find open positions? Can prospective employees take away enough information from your job postings to make informed decisions about a possible future with your company? Share your positive story throughout your website, including an active careers or recruiting page – and don’t skimp on the details. Not only will this provide job seekers with relevant information about career opportunities, but it will also provide them with a clearer sense of the employment experience at your organization, who you are as a member of the greater community and how they can contribute to your mission.
- Test-drive new advertising avenues
Consider where you’ve posted open positions in the past. What avenues have worked? What has not? Avoid falling into a rut by repeating the same old methods. Get creative and open your mind to new options, whether that be newspaper ads, digital signage or social media. Avoid limiting your recruiting to the digital world. Consider fresh ideas – like sponsoring a local minor league baseball team or engaging with local chambers of commerce – to get more visibility for your business. Take advantage of existing advertising campaigns to weave in occasional recruiting messaging.
- Leverage referral sources
No one knows your business quite like your employees, and no one knows who they’d like to serve them more than your customers. Build upon these relationships, and their desire to see your business succeed, by implementing job candidate referral systems for both current employees and customers. Happy employees are great brand ambassadors for your business, and can go a long way in helping to attract high-quality applicants. In the community, partner with local universities or trade schools to further build your talent pipeline. From interns to recent graduates, your business can find a wealth of talented, young professionals by actively engaging with these educational institutions.
- Evaluate the hiring process
Take the time to revisit your application and hiring process. Make the necessary changes to ensure that you’re meeting job seekers at their current comfort and experience level. A few things to consider: How easy or difficult is it to apply? Do you offer enough submission options to accommodate different generations? By building and deploying a diverse suite of application tools, you’ll accommodate today’s diverse pool of talent. Factor in application review time, making sure that your response time is prompt and the interview experience engaging and productive for both you and each candidate. It is important to leave them with a positive impression of your business and a desire to join your team.
By positioning your business as an employer of choice in your industry, you’ll in turn help position it for success in the future. Contact us for more information or assistance.