5 benefits of building an employer brand

Thursday, July 10, 2014

HR professionals understand better than anyone, perhaps, that a company can be made or broken on its employees. Your team can be your greatest asset, or your most damaging liability.  So why would you simply rely on those job seekers who happen to see a Job Ad and deign to apply, rather than building a brand that attracts top talent to seek you out?

5 Benefits of Building an Employer Brand

  1. faster time to fill

Having a community of keen candidates waiting to hear about your next opportunity - a talent pipeline - reduces the amount of time it takes to fill any position. Ask any Telesales worker, and they'll tell you that inbound leads are far quicker to close than cold calls. The same is true in recruitment. 

  2. more staff referrals

It's been said that there is no more powerful tool in recruitment than internal employee referrals. Plenty of studies have shown that referral hires are faster, higher quality and longer-lasting

When you communicate your employment brand internally, such that it becomes a living, breathing part of your work culture, you're far more likely to get candidate referrals from your staff.

  3. increased quality of hire

Great people seek out great brands. Positioning yourself as an employer of choice enables you to attract more motivated, talented, high performing candidates.

Like attracts like. So when you passionately communicate your vision and values, you'll attract candidates who believe in them, too. 

And when you are 'loud and clear' about your working culture, candidates can ascertain -  well before you've spent time and money taking them through the application process - if yours is an environment in which they would thrive. 

You'll get more applications from people who are a good fit, and less from those who aren't.

  4. lower cost per hire

Building a strong employment brand will grow a top quality talent pipeline, increase internal referrals, and increase the amount of 'good fit' candidates. 

This all adds up (or subtracts?) to equal a lower cost per hire. Employer branding is a sound investment.

  5. stronger consumer brand

Being seen as an employer of choice also helps add to your overall company brand, helping you stand out from competitors. Google and Apple are great examples of organisations whose employment brand is a key element of their overall company brand.  

It makes dollars and sense for the budget for employment branding and communications to be shared by both marketing and HR departments.

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