How to Use Employment Branding in Your Recruiting Process

You may be a top-notch recruiter, but you’re not a magician. To source and attract talent, you need to highlight your clients’ companies. Prospective candidates want to work for a business with a good reputation for treating its employees well and providing enticing benefits. This is why employment branding plays a big role in attracting talent.

As a recruiter, you need to capitalize on your client’s employment branding strategy. And, you can help your clients understand and improve employment branding.  

What is employer branding?

An employer brand is the reputation a business earns for how it treats its employees, as well as the employee value proposition (e.g., benefits) employees receive from working at the company. Employment branding is the process of creating an attractive business model that encourages and promotes the wellbeing of its employees.

Employment branding is linked with an employee value proposition (EVP). An EVP includes the benefits an employee receives from working at a business. With employment branding, the company promotes these benefits to potential and current employees as well as the general public.

A company with strong employment branding is known for giving employees reasonable compensation, excellent opportunities, work-life balance, and the chance to form professional relationships.

Benefits of employer branding

With employer branding, candidates consider more than just salary. Candidates want a strong company culture that promotes their professional growth.

There are many benefits of employer branding. With employment branding, a company can:

  • Attract top talent
  • Improve the job acceptance rate
  • Offer more to employees than a salary
  • Retain employees and reduce talent management challenges
  • Build a strong company reputation
  • Streamline business operations as a result of having satisfied and successful employees

Many job seekers base their application decision entirely on whether the company has a positive reputation. One Glassdoor survey found that almost half of job seekers would only apply at a company if there was a rating of at least three out of five stars. The reviews are based on culture and values, work/life balance, senior management, compensation and benefits, and career opportunities.

With a strong employment brand, you and your client won’t lose out on top talent because they want a company with a better reputation.

Recruitment branding strategy

As a recruiter, you can’t build an employment brand on your client’s behalf. But, you can include your client’s existing brand into your employer branding recruitment strategy.

Take a look at the following to learn how to incorporate an employment brand into your recruiting strategy.

1. Highlight attractive aspects about the company

Hopefully, your client’s company has a strong enough employment brand that candidates know about the culture, work/life balance, collaboration, and growth opportunities. Regardless of if they do or don’t, highlight these features.

Most candidates start off with questions about the position, the pay grade, qualifications, etc. You also need to be able to tell them about the benefits they would receive from the company. Here are some examples:

  • Flexible schedules/working remotely
  • Room for growth
  • Benefits like stock options programs
  • Company culture
  • Team building activities

Use your client’s employment branding to your advantage. A strong employer reputation makes your job a little easier.

2. Ask candidates what they know about the business

Listen to your candidates throughout the interview process steps and take note of their impressions of your client’s company. Why did they want to apply? What do they like most about the prospect of working at this business? Find out what aspects of the business stick out to prospective employees.

Dig a little deeper and see if the candidates mention aspects of your client’s employment brand as a reason they applied. Compare candidate answers and see which aspects of the employment brand are most popular.

3. Focus on the uniqueness of your client’s company

What is your client’s company known for? Do they have an excellent reputation for customer service? If so, you can explain how the company provides that same care to its employees.

Or, maybe the company is known for their expansion. Maybe they went from three employees at the beginning of the year to 73 at the end of the year. Explain to candidates how they were able to get so many employees and why those employees love working for your client.

If there is a strong company culture that makes the company unique, talk about it. You can even turn the attention to candidates and ask if the culture aligns with their values.

4. Encourage communication

Again, companies that listen to their employees tend to have better reputations. You might be the candidate’s first connection with the company. Even though you are a third-party, candidates associate you with the company. Give them a good experience that reflects how they’ll be treated if they are hired.

5. Go digital

Promote your client’s employment brand by posting job descriptions online. Post the open position on online job boards along with a little bit about the brand.

If you are using recruitment software, online job boards can integrate with the software. That can make it easier to collect and sort applications in your database.