The digital world has influenced the way candidates learn about prospective employers and has transformed the way traditional recruiting is done. No longer are candidates satisfied by a well-crafted job posting or a career site that touts great benefits and perks.
Now, the world is inundated with accessible information that people turn to before making decisions. In the talent-acquisition space, we have an opportunity to impact decisions by how we accurately and enticingly present our talent brand.
But how do we ensure that our brand resonates with people rather than become noise?
Talent branding is essential to any company’s recruiting strategy, whether you’re hiring two people or 2,000. For a candidate, making a choice to accept a role at a company is life-changing. After all, most people spend more time at work than they do with their loved ones, so making the right decision is crucial for a happy life.
Building a well-rounded talent brand can be overwhelming at first because there are so many opportunities to get your name out there. From social media and digital ads, to events and swag, there are a number of ways that your brand could extend.
To make it easy, here are some steps to give you a starting point:
DO YOUR RESEARCH
To get a pulse on where you should first focus your efforts, check out what your competitors are doing.
Research direct competitors as well as general competitors in your specific talent market. Look at their career page, social presence, voice, events, videos, and so on. Document it all so you can identify trends when you’re done.
PAY ATTENTION TO TRENDS
Do you notice that more competitors are focusing in specific areas rather than others? Did you observe a common theme in their copy and voice? Figuring this out lets you see where to focus first and also how you could differentiate yourself from the crowd.
EVALUATE YOUR OWN BRAND
It’s time to look at your own brand. Do you have a well-defined employee value proposition (EVP)? Is your content fresh and informative? If you currently have some talent branding in place, is the voice streamlined and is content sharing consistent?
KEEP EXPECTATIONS REALISTIC
Rome wasn’t built in a day and, trust me, neither will your talent brand. The likelihood of you going viral overnight is slim, but don’t get discouraged.
Figure out what the purpose of the brand is and then identify the key goals that ties to that. If you have data that can help you build goals, great. If not, spend the first few months building benchmarking data and then create expectations and goals from that.
BUILD YOUR COLLABORATION TEAM
If it’s up to you and you alone to get this brand going, it’s important to build up champions throughout the company to turn to.
For example, work with marketing/creative services for assets and copy. Rely on different department heads to make sure you’re representing their team right. Look to the field marketers to help you build out events, and so on. There are a lot of moving parts and leveraging support can help you in the long run.
MAKE TIME TO MEASURE
And do it regularly. Make sure you know what’s important to you. Are you looking to just get awareness or are you focusing on increasing website traffic and applications? Are you looking to get more quality people to cut down cost-of-hire?
Identify this and then create a dashboard where you can pull together metrics and identify trends. This can help you see what’s working and what isn’t so you can readjust you plan and/or know where to spend more money/time.
ASSESS & THEN REASSESS
The talent market changes fast, making it important to frequently assess your strategy. Use your analytics to identify trends and don’t be afraid to A/B test different options! It can be surprising to see what truly attracts people to your brand.
Building a talent brand and showcasing your company culture can be a lot of fun. Getting an opportunity to highlight your company in a creative way takes a lot of work but once you get into the grove, you’ll have more chances to expand upon your initiatives. Stay organized, keep an eye on trends, and stay consistent. You’ll be up and running in no time.
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