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Audit Your Employer Brand Now to Get Ahead in 2020

By Beth Kempton

To stand out and attract top talent in today’s competitive hiring market, you need a strong employer brand. In fact, recent data found that 69 percent of job seekers would reject a job offer from a company with a bad employer brand. Hireology data also found that a strong employer brand can boost applicant-to-hire conversion tenfold, compared to organizations that don’t have an employer brand strategy in place. 

As you plan your overall 2020 business strategy, now is a better time than ever to audit what’s working and what’s not with your employer brand. If your employer brand and hiring efforts aren’t central to your 2020 business strategy, you’ll risk falling behind on your hiring goals soon into the new year – which will also cause your business results to take a hit. 

Below, we’ve pulled together several key elements of a strong employer brand. Read through the list to audit your organization’s employer brand and determine which areas of your employer brand strategy can use improvement. 

Maintain a Strong Career Site 

One of the most important pieces of any successful employer brand is a strong career site. The most engaged candidates apply to jobs directly through the company’s career sites – 80 percent of career site applicants are considered quality, which is the highest percentage across all applicant channels. 

Embrace your career site to keep candidates engaged by telling a story about your culture, people and core values. On your career site, answer the “What’s in it for me?” question for job seekers by outlining employee benefits, training opportunities and career paths. Also highlight employee success stories and testimonials on your career site, so top talent can envision what it might be like growing their careers with your team. 

Once you have strong career site content in place, also make sure your career site is mobile-friendly. More than 90 percent of job applicants use their mobile devices at some point in the job search and you don’t want to drive top talent away because your career site content isn’t easily accessible on mobile. 

Write Job Descriptions That Stand Out 

Your job descriptions give you the opportunity to sell applicants on your open roles and your organization, so it’s important to focus on more than just the requirements of your roles. 

Your job descriptions should begin with a detailed company overview that touches on such things as location, company history, culture, awards, community involvement and career growth. You should also highlight benefits, responsibilities and key requirements of the role, so job seekers can gauge whether or not they’re truly a fit for the role and your team before applying.

>>Learn more about retail automotive job description best practices here

>>Learn more about home care and home health care job description best practices here

Support a Comprehensive List of Benefits

Beyond pay, today’s job seekers expect an extensive list of benefits from their employers. If your organization doesn’t have much to offer employees in terms of benefits, you’ll risk losing prospective applicants to competing job offers. 

Determine what sets your business apart – such as your healthcare benefits, reimbursement for training and certification and paid time off, among other benefits – and communicate these benefits on your career site, in job descriptions and anywhere else candidates might interact with your brand. Continuously assess and evolve your employee benefits to stay current with the latest job seekers demands and trends. 

Build Defined Career Paths 

Today’s most engaged job seekers are motivated by building long-term careers with their employer, so if employment brand strategy doesn’t include clear insight into career progression, top talent will likely accept roles elsewhere. 

On your careers page, show visuals of potential career paths and describe potential career paths in job descriptions. For example, if you work at an auto dealership, outline how an entry-level service technician can rise through the ranks to become a fixed operations manager. Or if you work at a home health care agency, share how a certified nursing assistant can grow in his or her career and become a director of nursing with the right certifications and training. These defined career paths will motivate qualified candidates to join your team rather than considering other job opportunities. 

Highlight Employee Success Stories 

As part of your employer brand strategy, highlight employee success stories and testimonials on your careers page. Sharing examples of employees who have seen success on your team – through promotions, switching roles to better meet their skills and passion, and more – can help engaged job seekers envision what it would be like to join your team.

Testimonials and success stories can be showcased either in written format or through an employer brand video on your careers page. To further engage and excite job seekers, share this content on social media channels such as your company’s Facebook, Instagram and LinkedIn pages. 

Given today’s tight labor market, your employer brand is just as important as your organization’s overall brand. With an effective employer brand in place, you can hire qualified and engaged employees, who will drive productivity, profitability and customer service for your business in 2020 and beyond. For additional tips on attracting top talent on your team, read our resource, “The Hireology Recruitment Marketing Playbook.”


About the Author

Beth is the content strategist on Hireology’s marketing team, responsible for creating compelling blog posts, eBooks, marketing materials and other content. Her background includes five years of experience at a B2B digital marketing agency, where she crafted content for a variety of clients, including several in the HR technology space. Before beginning her career, Beth attended Loyola University Chicago, where she studied advertising and public relations.

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