5 ways Talent Teams can preserve Employer Brand
Before the pandemic, the talent market was candidate driven.
Prospective candidates were in control of their career opportunities and they were the force in charge of the conversations. Employers had to be very strategic in selling their value, advancement opportunities, and overall company culture to win the war for talent.
Now, with unemployment high and a lot of companies placing limits on hiring, the market has shifted to be employer driven.
Have you noticed the number of resumes for your positions skyrocket with no additional effort?
Although demand for work is high, this doesn't mean talent acquisition teams should let up on the sell of their company to prospects during the candidate experience.
If you throw employer brand out the window now, you will end up hiring bad culture fits that will result in turnover once hiring freezes are lifted and more jobs become available.
Since the talent market is not candidate driven anymore, here are 5 things HR and Talent Acquisition teams can do today to preserve your employer brand and continue to provide and impeccable candidate experience through the pandemic.
#1 UPDATE JOB BOARDS
Please remove positions you are not currently hiring for
Put yourself in the position of the candidate. In a high stress environment like unemployment, it is selfish to take a candidate's time in filling out a job application if it is not a position that is going to be filled.
If your company is not hiring or you have evergreen positions posted just to remain visible, take them down.
This is the time to get in touch with the editor of your careers page on your website. Put bold text saying "Now Hiring" or "Currently Not Hiring" depending on your situation.
It should be very clear to your audience whether your company is looking for talent or not simply from your careers page.
Re-evaluate your job requirements
In a candidate driven market, excessive job requirements can certainly bring the best of the best talent to the table. However, these are not normal times. Sometimes excessive job requirements can provide little hope and deter the right candidate from applying when they could be a perfect fit.
With a very clear job posting, sometimes a candidate can qualify themselves before they even apply. This can help limit the amount of unqualified resumes you are getting in the door or even bring you the most qualified candidates.
Does this role provide training? Then state that! Let them know there are skills to be acquired on the job.
Does this role truly need Python experience when the job doesn't use it? Make sure the skills truly match the job. You can even have current employees within the role review the posting.
The clearer and simpler you can make the job requirements, the easier it will be for the candidate to want to apply to your position and understand if they can meet the duties.
Skills Required: List the skills that you know this candidate will need to use on a daily basis. Don't list 20 skills if the candidate really only needs 3 or 4.
Day - to - Day: Be transparent about what the average day looks like.
Training/On-boarding: Update the candidate on whether the role will be virtually on-boarded and what is the expectation of the role in the future.
Add transparent language within the job posting
These are not normal times. Therefore, it is okay if your job posting does not look normal as well.
It is okay to add things like "This position will be remote until further notice". If you are only interested in local candidates, then state that!
As your company makes decisions on how the future of work will look like, make sure your talent team is adjusting those job postings to reflect the conversations happening in your company in respect to remote work.
Also, provide a framework in the job posting or in a follow up application email on what the candidate should expect after applying. Spend some time in your ATS and Recruitment Marketing tech stack to make sure the candidate feels secure about the effort they put in to apply to your company and is clear on what next steps are.
Candidates are certainly tracking all of the positions they apply to. Therefore, if they never hear back from your company or realize these positions are just recycled, your brand will start to dwindle.
#2 PRIORITIZE CANDIDATE NURTURING
Your talent pool is everything right now.
Your talent pool is growing due to the demand for work, but how you choose to nurture and communicate with your talent pool will separate those companies who care about their brand from those companies that do not.
If candidates make it further into the hiring process, put them on a weekly email that will keep them updated with the direction your company is taking.
There are even tools out there that allow you to instantly notify your talent pool of new positions without using email. Click here to learn more about candidate nurturing for prospects just browsing your open positions
With candidate nurturing, success comes with communication.
People do not want to be forgotten about. So, do not forget about them. "Ghosting" is a two-way street. Recruiters are just as guilty as candidates sometimes.
For companies that have paused hiring, candidate nurturing is even more of a priority. You do not want to get the green light to begin hiring again and not have a talent pool to choose from. Always be one step ahead and start growing your pipeline today.
Candidate nurturing has always been a priority, but with paused hiring, now is the time to ramp it up. Companies can use this time to look at their digital strategy and adjust it to give candidates a deeper dive into the company culture. So when it is time to hire again, companies will have an educated and excited talent pool to choose from.
#3 GROW YOUR AUDIENCE
As mentioned above, there is no better time than to assess your digital strategy!
If a candidate is super interested in your job, they aren't stopping the research after they apply. GenZ and 2020 college grads are quick to check out your social media page before they check out the comments on Glassdoor. They want to envision themselves within your company, see faces, and see the impact that your company is making in the world.
Utilizing these mediums as a way to increase your employer brand is crucial. People are reading, searching, looking, and viewing now more than ever.
Go back and review your company brand on these mediums. Does it reflect the current state your company is in right now in terms of hiring? Is it clear how your company is handling talent?
A downside to social media platforms is that many people simply view... but don't engage. Want to know the prospects that are looking at your career page without having them start an application? Click here to learn more about communicating with candidates who land on your careers page.
The best way to grow and engage your audience is to respond to your audience.
Someone asks a question? Respond.
Someone comments? Respond.
Someone slides into the DMs? Respond.
Make it a goal to not ghost any candidate or let anyone fall behind.
#4 REMEMBER YOUR INTERNAL TALENT
Referrals, internal mobility, and being transparent to your internal workforce can bring about opportunities for you to preserve your brand as well.
When trying to grow your audience like mentioned above, use your internal workforce to your advantage. Make sure your internal workforce has reason to follow and engage with your social platforms as well.
Your current people are your culture, and I am sure they are being creative and documenting fun things during this pandemic. This is great content to show to your prospective candidates what to expect when joining your company.
#5 KNOW THE FOUNDATION OF BRANDING
You have 30 seconds to answer this next question...
What is your Employee Value Proposition (EVP) ?
Did you struggle with that one? Did you have an answer but it didn't match the current state of your company?
Take some time to restructure and redefine the Employee Value Proposition of your company. The EVP is the differentiating factor that sets your company apart from other companies to win the war for talent. This could be your commitment to diversity and inclusion, opportunities for talent development/advancement, or even how you are taking care of your employees during the coronavirus.
Sure. You can have updated job boards, an large talent pool, an engaged following, and incredible internal talent. However, the foundation to all of this is your EVP.
Your EVP should be composed of the following:
• A differentiating factor from other companies. This must be something that compels the candidate to choose your company over other companies. This does not have to be the same for all positions. In fact, the EVP could be different for different departments within your organization. Technical roles might have extensive training opportunities while operational roles have a flexible work schedule.
• You can often discover your EVP by understand your ideal candidate. This can either be segmented further to understand the ideal candidate for a specific role within the company too
The EVP is like a magnet that consistently keeps and retains top talent within your organization.This is the deal made between you and the company. What does the candidate expect to get in this environment from giving your company their talents. Make sure the deal is worthwhile!
Know the foundation of your brand, and the rest will follow.
As your company navigates this uncharted territory, hold on tight to your employer brand.
If you ever feel lost, ask your current employees about your employer brand. They will give you the best direction since they are the ones who make your company what it is.
For more information on how to keep candidate communication organized and current job postings available to your talent pool at all times, then click here to check out all things FuseMe.