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How to Improve Your Employer Branding Strategy

With the unemployment rate at a record low, and the competition for talent heating up, it’s more important than ever for companies to establish and maintain an attractive brand. But a 2018 Deloitte survey found that 50 to 70 percent of employers are unprepared to “meet the most critical workforce expectations and trends,” and culture is at least partially to blame.

After all, companies whose employees don’t find the culture satisfactory can fall into “presenteeism,” which means that even when employees are physically present, they’re not engaged with their work. Presenteeism can cost businesses more than $150 billion a year— as a recruiter it’s your job to create a culture that engages employees and an employer brand that reflects this culture for prospective candidates. Here’s how to improve your employer branding strategy:

1) Inspire growth and foster open communication
Cultivate an atmosphere that will make top talent want to work for the company. Unspoken perks like autonomy and opportunity for growth go a long way towards making employees feel valued and trusted.

Research from found that top performers are typically self-motivated self-starters—they don’t need managers to hold their hands or tell them what to do. An employee like this wants to know the company believes in their ability to get the job done.

Also important to employees is having the opportunity for growth. Almost 90 percent of employees say that job training is important to them—and nearly three out of every four (74 percent) are willing to learn things outside of work hours to improve their job performance and grow their careers, according to findings from Survey Monkey. Make it known to candidates that you love curiosity and are willing to offer learning and development opportunities to them.

Introduce practices that ensure employees receive helpful feedback. In one study, 50 percent of high performers said they expect to sit down with their managers at least monthly, while just 53 percent said their manager delivered on feedback expectations. Already have this practice in place? Be sure to tout it when speaking to candidates.

2) Know how to appeal to millennials and Gen Z.
Millennials and Gen Z have some of the highest expectations for an outstanding company culture—in additional to work-life balance and perks, many also care about transparency, autonomy and making a social impact, Forbes reports.

Entice prospective employees by showing them what your company supports. Provide candidates with stories from current employees and how they’re making an impact through volunteering or engaging with social causes.

“Use photos of your team engaged in internal activities, company outings and community events to give applicants a better feel for life on the job,” Kathy Steele, chief visionary at Red Caffeine marketing and technology, overseeing growth, strategic partnerships and employee engagement, writes.

Prospective employees in this cohort will also notice if applying for a job through your company website is particularly easy. Job applicants appreciate mobile-friendly applications and those looking for jobs take into account how digitally savvy a company seems.

3) Make use of technology.
The right recruiting technology can help improve your company’s interactions with candidates, thereby strengthening your employer branding.

Opt for a software that not only tracks recruiting metrics through an applicant tracking system, but can also be helpful throughout the hiring process—and beyond. When it comes time to onboard a new employee, or transition a seasoned employee into a new role, the software will track the progress of each hire. From collecting employee information to routing forms, software like this streamlines the onboarding process and makes for a smooth transition. Speeding up this process can increase productivity overall: the sooner the onboarding process ends, the sooner the work begins.

Explore Cornerstone OnDemand's Recruiting Suite and see how it can help you hire better.