The secret to a great match
Employer branding can often be a bit of a mystery. What should – or shouldn’t – your organisation communicate in order to find and retain the right talents? According to research, the secret to a good match seems to be that both sides are willing to make it work. Luckily, researchers have also identified what can make or break this willingness. In a nutshell, both parties need to be able to picture a future together. Otherwise, the match is doomed from the get-go.
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It’s the organisations that know how to present themselves in such a way that potential employees can picture their future there who attract new talent. So it pays to tell a consistent and appealing employer story supported by a good set of communications assets, such as (video) banners, posters and online and offline advertisements. If potential employees can imagine themselves at the office, in the company restaurant, taking part in company outings, or working with colleagues or even clients in the vacant role, your organisation has the best chance. The right talents will go through the various phases of the candidate journey faster and will be more likely to apply for a role with your organisation if a relevant position becomes available.
"Highlight your employees rather than your products or services. Potential employees must be able to see your organisation as part of their future."
Organisations have long focused on a number of traditional tools for the candidate journey, such as employees as ambassadors, events and trade fairs, and their online careers site. But today, it’s predominantly social media that is used to profile your organisation and its culture. Giving people a snapshot of and feeling for your organisation really brings your Employee Value Proposition to life. Seeing how things work on a daily basis is what tells people what it’s really like to work for your organisation. You can complement this with authentic content from your own employees. Of course, not every organisation is convinced of this yet, but in those in which the communications department supports employees in this, the amount of shareable content increases significantly.
However, as Mr Work research shows, only half of all organisations (49%) use social media for their employer branding. Almost all organisations (97%) use it to share new vacancies. According to the AIDA model – Attention, Interest, Desire and Action – organisations are skipping two important steps. People who respond to vacancies are already in phase 3 (Desire), and phase 4 (Action), whereas in fact an organisation’s social media should really focus on phases 1 (Attention) and 2 (Interest). You need to catch people’s attention and arouse interest by showing potential employees the positive, unique and attractive aspects of your organisation and what it stands for.
"Candidates will also do their best to make the match a success. Because they can already imagine a future together."
Make the connection
How do you do that? Give meaning to your organisation, because that’s what allows you to really connect with potential candidates. Highlight your employees rather than your products or services. Potential employees must be able to see your organisation as part of their future. What will it mean for them if they choose you as an employer? What will their day, work environment and career look like? If you connect to this, you create interest in your organisation and therefore in your vacancies. Candidates who subsequently apply will also do their best to make the match a success. Because they can already imagine a future together.