How to use your employer brand to reduce hiring costs


The success of every company depends on its employees. But attracting the best talent is not always easy. Companies often invest large sums at the bottom of the recruiting process: job boards and recruiters. But at Flexa, we’ve found that a good employer brand can reduce recruitment costs while attracting the high-quality candidates your business needs to grow.

In its simplest form, employer branding is a combination of:

  • Your employee value proposition (EVP), which will likely center around your work environment and flexible work policies

  • Your corporate culture

  • The voice of your employees.

And then, most importantly, knowing exactly how and where to shout about all that hard work!

Here’s how.

1. Identify your employee value proposition

A strong employer brand relies on authenticity, transparency and a positive reputation. Start by figuring out what you want to be known for, what you stand for, and what you can offer employees that other companies can’t (that’s your executive vice president). This is a great time to identify areas for improvement that aren’t having a positive effect on your brand. It’s never too late to shake up the corporate culture to attract and retain a happy team.

When setting your EVP, be sure to be authentic. There’s no point in making promises you can’t keep, as this will only lead to disgruntled new recruits later on.

Once you’ve identified your EVP and what makes you unique, you can start shouting it out.

2. Take advantage of social media

Social networks are an essential tool for the employer brand. Build a strong presence on relevant platforms (at Flexa, we love LinkedIn) and consistently share content that reflects the culture, values, and accomplishments of your company’s employees. Engage with potential candidates via relevant hashtags and participate in industry discussions (hosting your webinars can be a great way to attract people). By effectively using these platforms, you can reach a wider talent pool and reduce your reliance on expensive recruiting agencies or job boards by having talent excited to be a part of your business. when you are ready to hire.

3. Encourage employee advocacy

There are no better advocates for your business than those who are already working for you. They are your greatest ambassadors and the most authentic marketing tool. Encourage employees to share their positive experiences and victories on social media; and amplify their stories through company channels and website testimonials. At Flexa, our team often publishes articles explaining how they get the most out of flexible working.

By leveraging employee voice, you can access trusted employee networks while giving potential candidates an invaluable window into your world, so they can make an informed decision about whether you’re the right fit. for them.

Don’t forget though that it has to be authentic: people are smart; they can tell when someone has been asked to post something nice about a company. Real stories from real employees will have a far greater impact!

4. Shake up your success indicators

Many companies will measure the success of their employer brand solely by applications and hires. But your employer brand is much more than that, so you need to evolve the marketing metrics you use to measure it.

Employer branding is a strategic marketing effort. Therefore, when you’re getting started, consider measuring the success of your efforts using metrics like reach (impressions/profile views on company and employee pages), engagement (check-ins/j likes/followings/speculative company interest) and audience relevance (diversity/geography/skills of candidates coming into the pipeline).

Further down the funnel, you need to measure applications and hires, as well as things like alignment and diversity. If you focus on getting the most relevant reach from the start, you’ll lower your final cost to hire.

5. Foster positive candidate experiences

Treating candidates with respect and providing them with a positive experience during the hiring process can have a significant impact on your employer brand. Maintain clear communication throughout the process, provide timely feedback, and provide a smooth and efficient application process. Even if a candidate is not selected, leaving a positive impression on them can lead to recommendations or future applications. This approach helps build a strong employer brand and reduces the need for extensive and costly recruitment efforts in the future.

6. Don’t just focus on employer branding when recruiting

An employer brand doesn’t just need your attention when you have vacancies. If you want to build a strong talent pipeline, you need to really focus on your employer brand throughout the year.

Rather than reactively forcing applications when you have vacancies, focus on proactively nurturing relationships with potential candidates and interacting with passive candidates online, on platforms like Flexa, and during job vacancies. networking events and conferences throughout the year. Maintain regular communication with these people using the free channels available to you. Being consistent in these efforts will pay off when it comes to attracting great talent into the pipeline and lowering your hiring costs.

Employer branding should be an essential part of your talent attraction and marketing strategy. If you don’t, follow a few steps to get started. It’s easy once you know how.

By Beth Carterhead of growth at Flexa.


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