Job branding is impacting your candidates’ final decision
Job Branding is one of the most impactful elements for creating attraction during the recruitment process. When a candidate knows what the company expects from him or her, they will be more attracted to and successful in the job. Let’s break it down a little further.
A brand is the sum of all the associations, feelings, attitudes and perceptions that people have related to the tangible and intangible characteristics of a company, product or service. Now, apply that to your job descriptions. Sounds easy, right? Brand stars, like Apple, Levi’s or Nike, succeed because they know who they are and why they exist – and they use every aspect of their branding to make sure we know it, too. This includes branding their recruitment processes. Companies with weak identities often struggle because they either don’t know who they are or struggle to communicate it well. If you want to capture the attention of both active and passive candidates, it is important to build a brand identity that accurately conveys your essences and is flexible enough to evolve with you.
In today’s dynamic market, it’s no surprise the roles have switched. Instead of potential candidates applying to every single job they come across in hopes of getting hired, they are now more cautious with where they work. Nowadays, hiring managers and recruiters have to “sell themselves” to convert potential candidates into hires. Not only that, they have to find a way to stand out amongst their competitors in their industry. Oh, how the tables have turned!
LinkedIn statistics show that top candidates want a 25 percent better job offer than what they generally come across. One thing they look at is job stretch – what do I do? What will I learn? Will I have growth opportunities? Top candidates are looking for challenging projects and assignments that fit with their competences and interests. A company brand is getting the attention, but for the top, it is less relevant. A connection between the job and the company strategy is. The second thing they look at is compensation (salary and benefits). By highlighting these two things can make or break a candidate’s decision to apply, let alone, scroll further down.
Start building your presence via Social Media
As technology quickly takes over the world, companies are turning to social media to boost their brand. By having a strong online presence, it shows that your company is kept up to date and constantly tries to improve itself. Ranging from Instagram to Twitter to the company’s website, the public will be observing the company’s online presence and studying their values and culture.
By showcasing the job correctly, it will be easier for your company to attract the right talent. That’s why platforms such as Facebook and LinkedIn are commonly used by companies to contact potential employees. Vice versa, often job applicants like to contact companies through such platforms as it creates a more direct and intimate relationship. Strong branding will also attract more top talent as they come across your company’s social media presence.
Improve your job posts with insights
When you’re writing a job description, it’s easy to imagine your perfect candidate poring over every word and applying without hesitation. But unfortunately, that’s no longer how it works. Candidates skim, consider multiple jobs, and can miss important details buried in your job description. By implementing social media into your recruitment process along with creating more engaging content, the higher your chance at getting that perfect candidate to apply.
- Keep it concise: less is more. Shorter job posts had a higher application rate than longer ones, according to LinkedIn’s behavioral data. Keeping things concise helps candidates immediately consume the info they need/want.
- Be personable, but not too casual: candidates showed an extremely casual job description were 4x more likely to dislike the employer and 2x-4x less likely to apply.
- Tell candidates what’s in it for them: compensation, qualifications, and day-to-day details were highlighted as the most helpful parts of the job description.
- Your company is great, but don’t go too overboard: candidates rated company, culture, and mission less important. That doesn’t mean they don’t care, but they would rather read that information on your company website rather than in a job post.
- The earlier, the better: based on LinkedIn surveys, statistics showed candidates viewed and applied most often on Mondays. Posting your job early in the week yields more applicants over the first few days.
Enlarge the potential target group
Semi-active candidates, which is approximately 40 percent of the working population, do not look for another job on a regular basis – only now and then when they have the extra time. With that said, you have about a 5-10 second chance to give them a good understanding of your open position in these short seconds. By building an interesting job description, you will stand out amongst your competitors and dramatically increase the number of passive candidates that convert to hires.
The goal of job branding is to capture the person’s attention in some personal and impactful way. This is followed up with a clear call to action (CTA) in the message. Rarely is it to apply directly to the job since most of the people targeted are passive candidates. In these cases, it’s imperative that the focus is on establishing an initial dialogue and continuing that throughout the entire recruitment process.
Here are a few simple examples:
- Your attention to detail drives our profitability forward.
- Not only will you have a seat at the strategic table, but you’ll often be at the head of it.
- Your communication and organizational skills will make you a legend at our company.
You don’t need to be a huge company with a well-known employer brand to attract top talent. But you do need to replace skills-based job descriptions with a clear description of the actual job and how this impacts the company in some important way. Then, you need to shrink this package into 140 character zingers. Job branding this way is a game changer, and it will make a bigger difference in the people you attract and those you hire.