The hiring needs of our nation’s companies don’t appear to be slowing down any time soon if you look at current economic indicators. Forecasts for the remainder of the year are bullish and many believe the hiring increase will continue into 2017. Given the competitive recruiting environment and a tightening labor market, companies need to give specific thought to how they go about increasing headcount.
Of all the recruiting trends out there – from technology to talent analytics to improving the candidate experience, here is the one I think should be at the top of every HR executives’ list:
Branding
Job candidates today are in the driver’s seat. Beyond that, they are savvy and have the benefit of being choosy right now. As a result, employers need to be sure that their reputation and the image they project to the public is the best it can be.
Do you know anyone who works for Google? The general perception is that it’s a great place to work – innovative, cool, collaborative, etc. How about Southwest Airlines? Again, they have a reputation for being a fun, progressive and customer-driven place to work. The point is, you don’t have to have worked there to know what their “brand” is. Potential employees can envision what it will be like to work for a particular company, including yours.
Why would someone want to work for your company over a competitor’s? This is the question you need to ask yourself when building your brand. You want to create a sense of excitement about working at your business. Your brand also needs to stimulate feelings of prestige, challenge, fun or rewards for employees.
Here are three ways to assess your own corporate brand:
- Ask yourself why you joined the organization. What do you enjoy most about working for your company?
- What do your employees think? Do you receive employee referrals? If you do, it means your employees are generally happy with the company and would recommend employment to their friends. What do your employees tell their families and friends about working for you?
- Go to the careers section of your website. Review the pictures and text there. If you didn’t know this was your company’s page, would you be able to identify it? Is there content on the page to set you apart and make you unique to job seekers?
A strong brand attracts the right people to your company. Hiring the best talent is one thing, but you also need to be sure they are a fit for your organization. By being upfront about what it’s like to work for your company, you set an expectation about what it means to be a successful employee. When you recruit the right people for your business, you will enjoy higher retention rates and better employee performance.
In short, the stronger your brand is, the easier it will be to attract candidates who are the best fit for your company.