Employer Branding: Differentiate Your Company From Hiring Competition

Attract stand-out candidates with a stand-out employer brand that beats your competition. Your recruitment marketing strategy should aim to tell the unique story of your company, differentiate your organisation, and avoid cliches in your recruitment marketing.

The Facts

According to a recent LinkedIn survey, 75% of candidates research a company before applying for a job there. If they don’t like what they see, 70% of those candidates will not apply to your job, even if they are unemployed. Needless to say, there’s a lot resting on your company’s reputation. By developing an employer branding strategy, you can make sure that your company’s reputation is a good one.

Have you honed your ‘employee value proposition’ (EVP)?

Imagine yourself as a candidate who is considering working at your company. Now ask yourself, ‘What’s in it for me?’ Go through all aspects of a candidate’s employment–compensation, benefits, career, work environment and culture–and reflect on what makes each of these attractive to potential employees.

What makes your company unique?

The answer to this question should pervade all of your marketing material, from your company’s website to your social media posts. Use your unique selling proposition (USP) by translating it to your recruitment marketing, whether they be job ads or briefs for headhunters.

Why is your company a great place to work?

Many companies make the mistake of posting job ads that state their company is a great place to work. But in doing so, you are not saying anything specific or meaningful about your company. Candidates want to know why your company is a great place to work. Strengthen your employer brand by detailing your reasons.

What are your three Cs?

Identify your three Cs: your candidates, the channels they use, and the content that speaks to them. For engineering and construction employers, candidates use job boards and social media such as Linkedin to search for jobs and read industry news. Engage new and potential talent by posting regularly to LinkedIn and becoming involved in industry conversations online.

Are you being authentic?

Whether they’re reading a social post or a job ad, candidates want to feel something when they interact with an employer. Be authentic in your recruitment communications by describing the impact your company makes in the world. You’ll attract candidates who share your vision and fit well with your team.