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Do your ideal candidates know who you are?

25 Jun 09:00 by John Clifton

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Do your ideal candidates know who you are?

If candidates know who you are, they already have opinion on you. 

If they don’t, they’ll form one pretty fast with just the most basic of research.

Either way, in a job market that is so heavily candidate driven, ensuring your employer branding reflects who you are, and crucially that you attract the type of people you want to join your business, is critical to your future success.

neuco specialise in recruiting throughout the connected world, and we’re constantly amazed at how little candidates know of the organisations we approach them about, so we’ve decided to create our first ever e-book on the subject.

Whether you feel you have this nailed already, need to make some tweaks, or at the beginning of that journey, we hope you’ll find this helpful!

PART 1…the start of the journey...

If candidates don’t know you – you’ll find your recruitment efforts extremely challenging. These days, candidates have their pick when it comes to job opportunities and their choice of employer is often determined by the company who have a strong brand. If you don’t have a brand, it is time to consider building one.

What is a brand?

Your brand is who you are and how candidates and employees perceive you. If you are a niche industry tech company, it is even more important to build a strong employer brand, as candidates are unlikely to know you. As a result, larger, more established companies have a better chance of attracting candidates.

As your business grows or diversifies and you begin to recruit talent from outside of your traditional niche, brand awareness can become even more important.

How do you identify your brand?

You might not fully understand your brand and if this is the case, you are definitely not alone. There are some ways to figure out what your brand is and with some effort, you’ll be able to decipher it. You can check websites like Glassdoor to find out what employees think of your company. You may also want to analyse the data from exit interviews and obtain feedback from candidates. This can give you a good insight into what your brand is compared to how you’d like to be perceived. If you have a poor brand perception (or no brand), there are always ways to turn it around.

Why is branding important to effective recruitment?

An employer brand is not just a ‘nice to have’, it is imperative, particular in today’s market. As candidates tend to be more open to opportunities from companies they know, a strong brand can make recruitment much more effective. If candidates don’t know who you are or they have a negative perception of your brand, it can make recruitment almost impossible. When you consider that Google receive two million applications each year, you’ll understand the importance of a strong, recognised brand.

Quality applications

A strong brand will make not only get you more applications, but you’ll find the quality of candidates will be far superior. A strong brand (like Google or Microsoft) can have their choice of candidates and you can guarantee that only the best will be employed in these businesses.

Improve retention

When your brand is strong, it will also improve your retention rates. Employees are not just interested in a good salary; they want to work for a reputable company. If candidates are queuing at the door to join your business, your current employees will be less likely to want to leave.

Cost Effective

It is more cost effective in the long run to build a strong brand. You won’t need to spend as much money on the recruitment of new hires and you’ll spend less on training new members of staff. It makes more business sense to have good quality candidates applying to your business, than having a constant revolving door of staff.

Building a strong brand is imperative if you want to build a talented team within your business. You are only as good as your employees and if you strive to build and improve your brand, you’ll find recruitment a lot easier.

Next week, we’re talking about the building blocks that help you create a strong employer brand – stay tuned!