What’s your EVP?
That’s Employment/Employee/Employer Value Proposition – and it has to do with Employment Branding. Recruiting (and human resources) is a lot like marketing. So it stands to reason that some of the most valued marketing principles also might apply to human resources and recruiting. As a company is typically concerned with branding and marketing for the organization as a whole, so should the human resources department be concerned with branding and marketing for recruitment.
Does your company have an employment brand? It should! No matter the size of your company or how frequently (or infrequently) you recruit, an employment brand is key to setting your company apart from the rest. Standing out from your competition has definite advantages, and if you’ve ever desired to have that elusive candidate “pipeline” waiting for your immediate recruiting needs, creating an employment brand helps develop that pool of candidates and have them coming to you for a job before you have to go on a hunt and search for them. In reference to one of my earlier blogs on the cost of recruiting, having engaged and interested candidates waiting for you to hire them can have a significant impact on recruiting costs.
An employment brand is just like marketing your product or services, except that in the case of recruitment, your competitors may comprise a much larger demographic. While your “widget” making company may only compete with the two other widget making companies in your region, when it comes to finding an accountant, receptionist or sales team, you may be competing on a much larger scale – not only with the other widget making companies you already compete with, but also with companies in different industries that haven’t before been your direct competition. This additional “competition” makes having an employment brand extremely important when trying to find top talent.
So you need to employ marketing techniques to identify, establish and market your employment brand. As with other marketing methods, online media is a major player in today’s game of getting noticed – whether it is by customers or by job candidates. It stands to reason that if your company website is marketing your products or services, so should your website be marketing to employee prospects. You should have a “careers” page that easily directs someone interested in employment with your company to the information they need – whether it is to a list of job openings, providing information on how to apply for a job or just information on what it is like to work for your company. There are some fabulous examples of companies doing the “right thing” when it comes to creating and maintaining a careers page on their website. It doesn’t need to cost a lot of money and it doesn’t need to have a lot of flash or high tech bells and whistles. But it does need to be present. That’s the first step in creating an online presence.
For more information on employment branding, be sure to visit my full article on employment branding posted on our website.
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