Recruitment branding is commonly known as employer branding. Universum Global defines it as, “the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain. The process facilitates the company’s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the company’s business plan.” In shorter words, job seekers have an image in their minds about the experience of working at your company. The image in their minds is the employment brand.
Assess your branding goals
If your company is focused on improving talent acquisition via branding, you may choose to measure the impact of branding on employee referrals. A high referral rate usually indicates a healthy employment brand. Neil Costa, founder and CEO of HireClix, said, “You want employees to feel strongly and positively enough about working for your company that they want to invite others to work for you.” If referrals are high, it is a strong endorsement of your brand from those who know it best.” There are other elements to determine the strength of your branding.
Elements of a strong recruitment brand
Recruiting.com lists strong elements in having a successful branding as follows:
- Creates a sense of urgency and excitement about working at your company
- Engages the mind, heart & dreams of candidates
- Complements the company’s product/service
- Provides a clear, compelling reason to work at that firm
- Is consistent with what employees believe about working at that firm
- Evokes feelings of fun, prestige, challenge or rewards
Successful branding brings benefits
There is a connection between effective recruitment branding and talent acquisition. Investing in developing and marketing your company’s brand can have positive impacts on employee engagement and turnover rates.
It also sells your workplace culture, values and goals to job seekers and your current employees. By acquiring the candidate that fits your workplace culture you’ll create a more productive workforce and prepare your organization for long term success.
Have questions about your recruitment branding?