When people talk about ‘brand’ they often think solely from a customer perspective. However, a strong ’employer brand’ is also critical, in order to attract the right talent to your business. With a shift in skill-set requirements across most industries, it’s more important than ever to attract the right potential employees.
So how do you go about attracting great talent to your business?
Give prospects the full picture
When you have a role to fill, make sure you:
- Describe the great working environment in your job description and publish this on your website and on social media
- Add a careers page, with details on the company culture as well as the job
- Provide some insight into company life, or why people would want to work for you.
Establish your Employer Value Proposition
This is your unique set of offerings, associations, and values that positively influence target candidates and employees. This gives prospective employees a sense of what you stand for. Without a set of values, it’s harder to attract the right potential employees and even harder to hire someone who is the right fit for your company.
A strong employer brand therefore not only increases consideration, it is also a smart business investment. When your culture and values resonate with current employees, it can significantly lower your staff turnover rate. Companies with a stronger employer brand have a 28 percent lower turnover rate than companies with a weaker employer brand.
Attracting the right candidates
Build personas of the types of talent you’d like to hire. And from here you can build your profile of your ideal candidate. These can include:
- Education
- Work experience
- Personal activities
- Aspirations and goals
- Values
- Personal life and family situation.
Once you have that profile, build your questions to ask in order to ascertain whether potential employees fit your ideal profile. You can tailor the advert and medium to speak to that profile.
Succession Planning
What positions will you need to hire in six to twelve months and what skills are required so you can build an internal talent pipeline?
Work ahead of that point and build a relationship with your ideal candidate. Additionally, with a lot of ideal candidates being already happy in their current roles, you will require the time to build that relationship.
Investing to strengthen your employer brand, including culture, environment, values and strategic vision will help increase consideration of your company, lower recruiting costs, and decrease voluntary turnover.
DFK Oswin Griffiths Carlton is a long-established Auckland Chartered Accountancy firm. Get in touch with us today for all your accounting, audit and business service needs.
