Give Your Employer Brand An E-Commerce Makeover

Having a really strong brand that effectively communicates the heart and soul of your business is the ticket to standing out in the market these days. We seem to understand that this is a necessary step when it comes to promoting our products and services: so why do we find the concept of employer branding such a headscratcher?

For some reason, there seems to be a disconnect between the idea of employer branding and traditional branding when in reality, they are a lot more similar than you would think.

Let’s say you’re shopping around for a shiny new camera online; how do you decide which one is right for you? We’re willing to bet that a few different factors come into play:

  • The overall branding and the way the company sells you the dream – this is where you learn about all those lifelong aspirations that will finally be within your grasp with this camera.
  • The functional stuff like the product specifications. After all, you need to know if it’s compatible with your other hardware before you can even consider buying it.
  • And finally, you’ve probably checked out a few reviews from people who’ve tried the camera out for size themselves and loved it. If it’s good enough for them, it’s good enough for you.

When you consider all the deciding factors you need to get that all-important gut feeling that this camera is the one before making the purchase, the journey you take is no different than that of a candidate looking for their dream job. In our experience as recruitment specialists, people want those very same assurances to give them that feel-good reaction that tells them they want to work with you.

If you’re still not sure how this translates into more candidates to fill your vacancies. We’ve broken it down into 3 simple steps and some of the actions you can take to truly sell yourself as an excellent employer and attract the best minds on the market to come and join your workforce.

The Vision

This is your chance to sell your future employees the dream. This goes a little deeper than just listing the benefits to working with you, that comes later. We’re talking about the heart and soul of your organisation, what you stand for and what you can offer in terms of being part of something bigger.

We find that one of the best ways of evoking that instinctive ‘feel-good’ reaction we talked about earlier is by harnessing the power of video. Whether that be with a ‘Work For Us’ style snapshot into what it’s like to work with you, or perhaps with a talking heads video of the CEO giving us some valuable insight into the company – video can be a powerful tool in getting your employer brand across in an emotive and compelling way.

With our Concept Partner package, we put our client’s brand at the front and centre of their hiring campaign with a short ‘Company Insights’ video where the client can explain in their own words what it is that makes their company such a great place to work. Does it get more personable than that?

The Facts

This is the make or break information once you’ve managed to hook your audience in with a heartfelt message about the character of your organisation. This is where you want to include your job descriptions of the vacancies you have open at the moment with all the “must haves” like salary, location and duties.

Afterall, someone can be bought into your company but if they haven’t got the experience necessary for the role, there’s no use in capturing their details. So it’s important to be transparent about what’s on offer.

While this is your time to get down to the detail of the role, this is also an opportunity to talk about some of the perks to working with you. Whether that’s your incredible bonus scheme, generous holiday allowance or your regular team incentives – you'll want to make sure your audience knows what they’ll be getting as standard if they’re successful in their application.

With our Concept Partner clients, we include plenty of communications around their unique benefits and perks to help convince their desired audience – be it through email or directly on their dedicated client page so that all the necessary information is in one place along with the fluffier stuff.

The Proof

This step is not to be ignored, you may think the first two are all a person will need to go with their gut and apply for a job with you – but actually, reading a review or two can really help to seal the deal. According to Glassdoor, 83% of jobseekers will browse through your employee reviews before applying for a job and 50% of candidates wouldn’t apply for a job with a company that had a bad reputation online.

Sites like Glassdoor are excellent tools for showcasing what’s great about you as an employer. Be mindful though that you do run the risk of any disgruntled ex-employees posting unfavourable reviews on there too, so it’s vital that you ask your team to share what they love about working with you to overshadow any negative reviews.

If you’ve worked with us in the past, you may notice that we’re really hot on getting testimonials from yourselves and candidates we’ve placed with you. That’s not just because we’ve seen how much testimonials about our own service helps us reach new clients, but because we know how much hearing about someone else’s personal experience working with our clients can sway a candidate who might be on the fence. We really can’t vouch for this enough!

As real advocates for employer branding and showing off what it’s really like to work with you, we’ve developed a recruitment package that combines both a partnership model with our clever marketing suite – find out more about our Connect Partner package by getting in touch today.

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Tristan Dugmore

7th January

Hiring Advice Industry Insight