4 Ways To Enhance Your Employer Brand and Improve Candidate Experience
According to a recent LinkedIn survey, 53% of people said they “would entirely rule out accepting a job offer from a company with a reputation for having poor job security, dysfunctional teams, or poor leadership.” Simply put, if you have a poor employer brand, you’re losing out on top talent.
But did you know that employer brand and candidate experience are tied together? The same LinkedIn survey found that 26% of candidates who had a bad experience during the apply process would tell family and friends not to apply to that company. This has also been a common theme in The Talent Board’s annual candidate experience research.
So you’re well-equipped to leverage this connection, here are four ways your talent acquisition team can enhance employer branding and improve candidate experience in the process.
1. Offer A Consumer-Quality Career Site
For many candidates, the first time they interact with your company is when they visit your career site. Millennial job seekers expect to encounter a responsive website where they can apply to jobs via their tablets and mobile phones (whichever device they’re on).
The career site also provides a fantastic opportunity to show off company culture (a key component in employer branding). Employee testimonials, day-in-the-life/behind-the-scenes videos and team activity pictures are just a few of the content pieces that can and should be front and center on your career site.
2. Use Social Media As A Branding Tool
Social media has been a hot topic in recruiting for years, with professionals on both sides of the fence over its effectiveness in the area of attracting talent. But what’s less discussed is having your company active on social networks as an employer branding tool. Not only can you put out original content (blogs, team pictures, etc.) that show off your company message and culture, it also allows job seekers to interact with your company.
The most important thing to remember is that the millennial job seeker expects you to be on social media.
3. Have Active Employee Brand Ambassadors
What could send a better message to job seekers than seeing current employees who are happy and engaged with their jobs and the company? This is vital to employer branding strategy. And it can be done in many ways, but two of my favorites are having them active on social networks and being guest bloggers on your company blog.
As a matter of fact, another LinkedIn study found that 45% of job seekers want to explore the social profiles of employees. They may also want to interact with employees in hopes of learning more about the company/position and possibly seek a referral.
4. Most Importantly: Think Like A Candidate!
A few weeks ago, we asked a simple question: When Was the Last Time You Went Through Your Own Apply Flow? Not enough TA leaders and recruiters take the time to actually go through their entire apply process to see the experience they provide to job seekers. This is a sure-fire way to hurt both your employer brand and candidate experience.
If you go through your apply process and it takes 45 minutes to complete, or you try to apply on your tablet and receive an error message asking you to continue on a desktop computer, then your candidate experience is not up to par in this day and age. Go through your apply process from start to finish. If you think it is bad, what would a job seeker think?
Employer branding and candidate experience are closely linked in today’s age of talent acquisition. Companies that have great employer branding and offer an excellent candidate experience have no problems attracting the best and brightest, while those that do not face an up-hill recruiting battle. Where does your company stand?
Interested in learning more about what it takes to build a modern candidate experience? Check out our new “9-Point Checklist for Building a Next-Generation Candidate Experience.”