5 Critical Steps to Building Your Employment Brand by Leveraging Your Process
Brand awareness and perception are critical to any organization. Billions of dollars are spent annually to optimize the power of social media, sales, marketing and technology to drive people to brands and spread positive feedback. The power of the brand perception can be perpetuated in every aspect of the organization. It is especially powerful in recruiting. With the right approach to leveraging recruiting communication with potential candidates and avoiding common pitfalls, the recruiting function can be one of the most powerful brand-builders in an organization.
1. Tell a great story. Marketing organizations today are focused on brand storytelling. The latest trend in marketing translates perfectly to the recruiting function. While potential candidates are extremely interested in the overall message, it’s the stories to which they will most closely relate. Using the power of storytelling will allow recruiters to customize the most appropriate approach for each candidate’s objections and desires. It’s important for the entire organization to recognize the value of the message and stories. Recruiters can leverage the most power stories from the most successful employees to attract new talent to the organization. A powerful story is far more likely to attract people to the brand than a basically stated fact.
2. Compliment your marketing and brand storytelling with your recruitment messaging. Obviously, the message is important to attract potential candidates and create a connection to the organization. However, the candidates you don’t hire may be just as important in this situation. Candidates who don’t receive offers following the recruitment process will be far more likely to spread information about your brand. It’s important to ensure they are sending the right message. This is a challenging balance.
3. Interview with ego. There’s a fine line to doing this that can be compared to dating. The right balance of ego and confidence combined with genuine interest can create a perceived desire for candidates to be a part of the club. Not unlike dating, confidence is a powerful tool for attraction. connection to the organization. However, the candidates you don’t hire may be just as important in this situation. Candidates who don’t receive offers following the recruitment process will be far more likely to spread information about your brand. It’s important to ensure they are sending the right message. This is a challenging balance.
4. Let candidates know who you are NOT. Of course, your mission statement and brand are valuable. It’s important for candidates to know who the company is and what they represent. Who you are not can be equally powerful in perpetuating the brand image you want to achieve. While you’re describing who you are not, you are simultaneously highlighting for them who your competitors are. With that, a carefully crafted message of who you are NOT will allow you to subtly highlight your competitors’ shortcomings.
5. Know what people are saying about you. Reviewing common sites for interview feedback will allow you to make sure you’re creating the brand image you want from your recruiting efforts. Expect the feedback to have a generally negative tone, but recognize the message can still translate positively. If candidates say your requirements are too stringent and your culture is too competitive, the translation may be that you’re selective only interested in hiring the best talent. However, if you see it’s your slow process and lack of professionalism that are front-runners in interview feedback, you’ll have important issues to address.
While it’s impossible to make every aspect of candidate feedback help you to build your brand, it’s important to recognize the potential values and risks. Use it to your advantage.