There was a time not that many years ago that employer branding was one of the new horizons in talent acquisition. Those who became experts in this relatively unexplored subject were definitely on the leading edge. Although this had an effect on a company’s recruiting efforts, it was not as direct as the purchase of a posting. So employer branding took a back seat.
Today, if you search “employer branding” using Google you get 5.4 million results. I was actually gratified to see that SCG was third on this monstrous list of results. That is tangible proof of our dedication to this important aspect of a full recruitment strategy.
Recently, I received a fascinating report from Indeed.com titled, “The Science of Talent Attraction: What Makes Candidates Click.” Thirty pages of interesting study to be sure. However, it was on page 26 that they made a statement that has remained with me since my first reading. The insight was this, “Your brand determines your candidates.” Not totally new, but well stated.
The following facts from this extensive report are the drivers behind “Your brand determines your candidates.”
• 83% of people say that reviews impact where they apply
• 46% say company reputation has a big impact on the decision to accept a job
• 5% increase in apply rates when employer reviews are available along with the posting
The fact that 83% are influenced by reviews is an amazing number. Although making reviews public can sometimes be an annoyance, the importance of this tool for candidates outweighs the occasional pain.
This report was the result of an online poll of 1,000 HR/Recruitment professionals. Twenty-five percent were small companies which make the results equally valuable to companies of any size. This isn’t just something to think about. It’s something to start now. Make employer branding an integral part of your recruiting program.
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