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Employer Branding Nets Top Talent

Recruitment Branding Nets Top Talent
Jrg Schiemann/

Today’s buzzword for Human Resource professionals is “branding.” While the term branding brings to mind Mad Men-style marketers, effective recruitment branding is not fiction. A strong employer brand equates to a talent pipeline waiting for the chance to join your team.

HR is learning more about branding from their marketing peers, and is quick on the uptake. They know negative reviews and comments about an institution and their hiring process can deter top talent from even considering submitting an application. But branding is more than dealing with negative reviews – it’s a proactive strategy to promote your institution.

Every communication you send, active or passive, tells a story about you and your brand. Your website and the job sites you utilize either demonstrate an organization that values its image and brand or does not. Your social media pages emphasize the value you place on teams and individuals. Your job postings are an opportunity to show your pride in your team, your workplace and your culture.

Branding boosts candidate experience

Creating a top-notch candidate experience must be a priority in a competitive market, and that begins with your brand. Can job seekers easily navigate to your career page and apply? Along the path, is your brand being highlighted? Are you capitalizing on the attention to boast all the best your offer? If not, you should be. Recruitment branding in an average market is necessary. In a tight talent market as we are experiencing today, it’s crucial. Candidates are fielding multiple offers; a strong employer brand can put yours at the top of the list.

Source smart

If you’re only posting on your own careers page, you’re missing the mark when it comes to sourcing and branding. The chances are slim for candidates to gravitate to your page when there are dozens of sites vying for their attention. A professional career site is always a best choice. Look for a site that specializes in your field, and leverage all they have to offer.

Subtle and not so subtle ways to leverage your brand

When you think acetaminophen, you think Tylenol. Brand recognition can be so powerful that a majority of people likely think that Tylenol is the ingredient, rather than the brand name. Name recognition also works for your institution. You need only see the Nike “wing,” and their name comes to mind. Make sure your logo is always prominent to keep it top of mind with candidates. If your job site doesn’t allow for graphics, look for one that does. Use every opportunity to make sure your name and logo (and any departmental logos) are prominently displayed.

Accept no limits

Be wary of limitations on text. For every posting, you’ll want to include the job details, but as important are details about your facility. Whether it is state-of-the-art equipment, community involvement, or a home-town feeling, make sure brand boosting is part of your post every time.

Back to home base

When you post with an external source, always link back to your home page, social media pages, and professional pages that feature you. Candidates that follow you on Facebook, LinkedIn and Twitter are often the first who see your vacancies; capture that audience whether they apply for the current position or are waiting for something else.

Imagining imaging

Embedded images and videos are a great way to boost your brand. Look for job sites that allow pages devoted to your institution and its departments. Include virtual campus tours or specific area tours. Add images and videos of faculty or teams at work or out in the field. If you’re looking to recruit out-of-towners, a tour of the amenities your area has to offer provides the feel of the community you want to promote.

Faculty photos and profiles connect a face with a name and can spotlight some of the top talent you already have on staff – a great draw. In today’s tight market, candidates are looking for a hiring experience that’s personalized. For job seekers, a direct line to the person at the other end of the hiring stream could create that rapport that nets an outstanding hire.

The more the merrier

Have multiple campuses and locations? You’ll want to create a profile page for each, so candidates get the feel for the locale and what it has to offer. If a job site limits you on how many pages you can create, you’ll want to find another that has your interests in mind. Whenever you post a job at that facility, your link is ready to be attached for a more complete view of the opportunity.

Boosting your brand is an important recruitment strategy, whether there’s a tight labor pool or not. can help with all the branding opportunities listed here and more. You work hard to maintain a top-notch facility; promoting it in the market is just smart business, and we can help.

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About Riia O'Donnell

Riia O’Donnell has over 20 year’s hands-on experience in all aspects of the Human Resource function. Beginning as a recruiter, she grew to lead in all areas of HR, including employee training and development, legal compliance, benefits administration, compensation evaluation, and staff management. She has been a contributing writer for a wealth of HR, training, and small business websites for the past 7 years. Connect with Riia on Twitter at @RiiaOD.

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