Employer branding is a key factor in attracting human talent. Nowadays, companies devote a large part of their resources to build an attractive corporate image that captures the attention of potential candidates.
However, creating an employer branding strategy is a complicated process for organizations. Thus, there are many elements to take into account, and if you make a mistake, it could make the difference between getting the best employees or losing them to the competition.
To help you with this important task, today we’ll analyze the main mistakes you should avoid to build a successful employer branding.
Why is it important to have a good employer branding?
In an increasingly competitive job market, organizations are using employer branding as a tool to get the best candidates, and differentiate themselves from their competitors.
What is the result? The creation of high-performance work teams, an increase in productivity and competitiveness of companies in the market.
In addition, with a strong employer branding, your organization will be recognized for providing a pleasant and stimulating work environment for employees. All these factors combined allow you to reduce the cost per hired candidate by up to 43%.
5 mistakes that damage your company’s employer branding
1. Complex enrollment flows
Long and difficult registration is one of the most common employer branding mistakes. Hence, when encountering this content, candidates are likely to lose interest and end up leaving with the competition.
You can avoid this problem by creating a clear call to action, and including an easy-to-use form. One that allows you to register the data using a professional social network profile, such as LinkedIn or Indeed.
Also, include all the information candidates may need to decide on the job. This way, you are more likely to engage the potential employees and have them complete the registration process.
2. Neglecting the candidate’s experience
If a candidate is is really interested in your company, they may become a spokesperson for your brand and recommend you to other candidates. Otherwise, if they are disappointed, they may tell bad things about your company, and destroy your employer branding.
You can improve your candidates’ experience by establishing fluid and honest communication. Make sure you also welcome them and explain what the selection process will be like, and its stages.
Keep in mind that candidates may be going through several selection processes at the same time. Thus, it’s vital to get their attention from the beginning, so that they position your company before the rest. }
3. Not promoting your employer branding on social networks
According to a study conducted by Hootsuite, the average person spends two and a half hours a day checking social networks. Consequently, you must take advantage of this trend to promote your company and improve your employer branding.
When creating content for your social networks, keep in mind that each one has its characteristics and advantages. Below we explain each of them:
Facebook: In this social network, you can transmit your corporate culture pleasantly and visually. For this strategy, you can use infographics, videos, images, and GIFs. This way, you can awaken the interest of millennials and generation X.
Twitter: This channel is ideal for sharing content that interests your audience and potential candidates. You can also include topics that concern your company, such as the environment, education, and social equality.
LinkedIn: This social network is perfect if you want to attract generation X’s attention. Here you can talk about your company’s values and benefits. You can also interact with different groups to promote your employer branding.
Instagram: This social network usually has a high-quality audiovisual material. Therefore, it’s perfect to show your company’s work environment, how your employees are, and what makes them special. If you use it correctly, this channel can be a great tool to boost your employer branding.
4. Not having a job page
A job page is a perfect place to show candidates that your company is an excellent choice to work. On this portal, you can post a description of your company, employee benefits, photos, and videos of the workplace.
When building the content of this portal, don’t be tempted to create a list of job offers. Instead, use storytelling to tell what it’s like to work in your company through stories, videos, and interactive elements.
Once you have your page ready, remember to optimize it for SEO, and include it on your company’s website. This way, users will be able to find it easily and save time sending their applications.
5. Not automating the hiring process
Long gone are the days when Human Resources professionals had to spend hours reviewing and sorting through every application. With a recruiting software (or ATS), you can coordinate the entire hiring process from one place.
Additionally, this tool allows you to streamline communication with your candidates. Hence, they can automatically know whether or not they are advancing in the selection process. This way, you will be able to increase their loyalty even before they start working in your company.
If you want to implement this tool in your organization, Freshteams is your best option. With this Freshworks solution, you’ll be able to make a multichannel diffusion of all your job offers and easily manage your company’s employer branding.
At GB Advisors, we can help you implement this and other systems to streamline your company’s processes. We have a group of experts that will guide you step by step so that these tools work correctly, and you can get the most out of them.
What are you waiting for? Contact us today and receive a free consultation.