The job market is shifting. Nowadays there is a war for talent and every company wants a piece. The power now lays with the job candidates, causing the employers to market themselves. Terms like employer branding and recruitment marketing are now commonly used in the business atmospheres.
But how do you really stand out as a company? How do you attract the right profiles? Where can you find them? There isn’t one way to do it all right. Just like marketing you have to find the right fit for you and your target group.
What is an employer brand?
An employer brand is just like your consumer brand except that it’s geared to your employees and potential job candidates. It is about creating a valuable reputation as a place to work for. Creating an employer brand is about communicating your values, building your culture and working towards a common vision.
Employer branding helps you attract more potentials, therefore recruit better candidates and besides its good for the overall team morale. To clearly communicate your brand you need to have an employee value proposition or EVP, the recruitment equivalent of a customer value proposition.
An EVP exists out of 5 main components being:
Define how your compensation works. How much do your employees get paid? Is it competitive? Are there opportunities for promotion? Do they get paid on a regular basis? Are there bonusses involved?
What benefits can your company offer next to salary? Do the employees get some extra time off? Can they work from home? Do they get a company car? You can get better in this by really listening to what you’re employees value most.
Are their opportunities to grow further? Do your employees enjoy a certain training program or another form of education? Do they get the chance to work on themselves and to develop their talents? These are all things to take in account when offering a job.
What does the day-to-day work look like? Do you often work together or more individually? Do employees get recognition for their achievements? Is there a balance between work and life? Your future employees will want to know about the environment they can end up working in.
Do your employees share the same vision as you? Do they understand the goals? Do they like their colleagues? Do they like the higher management? Your company culture is basically a mixture of shared values and goals that translate into actions.
Getting the message across with recruitment marketing
After you’ve designed your employee value proposition you can start marketing it to the right people. Or not? You will also have to define the candidate you’re looking for. That way you can target to specific profiles just as you would do to consumers.
Your candidate persona consists out of the following components
Background & experience
Are you looking for someone with a certain degree or certificate? What is the age of candidates you’re looking for? Did they just graduate or are you looking for more experienced profiles? Perhaps experience in your industry is more important. They might even already have a job, where might that be?
What particular skills do you need for the job profile? Define both the hard skills and soft skills as they are equally important for success. Do they need to be able to work with certain tools and programs or do they need extensive knowledge on a subject?
What are the goals of your ideal candidate? What does he or she want to achieve? What things do they want to learn? How do they want to develop themselves? What will they want to be doing in three years?
Why do the candidates want to work with you? Do they care about the prestige of your firm or more about the work environment? How do they reflect your vision and values onto themselves?
What frustrates them in a job? Are there any barriers for them to start working for you? What could be reasons they are not attracted to your company? Is there a lack of skills you should know about?
Creating a persona makes marketing easier because you craft an idea of how your ideal hire would look like. Once you’ve figured out your candidate persona you can start targeting to these profiles based on what you know about them.
Now that you know both how your ideal candidates look like and what you have to offer them you can start to market! Figure out on what channels your target audience might be and spread the word. If you’re looking for a good way to attract youngsters and graduates, feel free to contact Zerocopy to enable students to print for free because of your ads!