How to Use Employer Branding to Reduce Hiring Costs
The success of any company depends on its people. But attracting top talent isn’t always easy. Companies often invest large sums of money in job sites and recruiters at the bottom end of the hiring process. But Flexa has discovered that a good employer brand can reduce hiring costs while attracting the high-quality candidates the company needs to grow.
At its simplest, employer branding is a combination of:
Your employee value proposition (EVP) will likely center around your work environment and flexible work policies.
your company culture
And most importantly, know exactly where and how to shout about all this hard work.
Here’s how to make it.
1. Identify the employee value proposition
A strong employer brand is built on trust, transparency and a positive reputation. Start by thinking about what you want to be known for, what you represent, and what you can offer employees that other companies can’t (this is your EVP). This is the perfect time to identify improvements that are not having a positive impact on your brand. It’s never too late to transform your company culture to attract and retain happy teams.
When setting up your EVP, make sure it’s authentic. There’s no point in making a promise that you can’t keep. It will only lead to dissatisfaction of new employees later.
Once you’ve identified your EVP and what makes you unique, you can start screaming about it.
2. Use social media
Social media is an essential tool for employer branding. Establish a strong presence on relevant platforms (Flexa loves LinkedIn) and consistently share content that reflects the company’s culture, values, and employee performance. Engage with potential candidates through relevant hashtags and participate in industry discussions (hosting a webinar is a great way to engage people). By effectively leveraging these platforms, you can reach a broader talent pool, attracting talent who are willing to join your company when they are ready to hire, thereby increasing the competitiveness of expensive recruitment agencies. or reduce your reliance on job sites.
3. Encourage employee advocacy
No one speaks for your company better than someone who already works there. They are your greatest ambassadors and your most authentic marketing tools. Encourage employees to share their positive experiences and successes on social media. And expand their story through corporate channels and website referrals. At Flexa, we frequently post about how our team is making the most of flexible working.
By leveraging employee voice, you can tap into your network of trusted employees while also providing potential candidates with a valuable window into your world, so candidates can see if you are a good fit for them. You can make an informed decision about whether
But remember this has to be real. People are smart. They can know when someone is asked to post something nice about the company. Real stories from real employees make a bigger impact.
4. Reinvent your success metrics
Many companies use only applications and hiring to measure the success of their employer brand. But an employer’s brand is much broader than that, so the marketing metrics we use to measure it need to evolve.
Employer branding is a strategic marketing effort. So when you start, reach (impressions/profile views on company and employee pages), engagement (company savings/likes/subscriptions/interest), audience relevance (diversity/geography) / skills of candidates coming through the pipeline).
At the bottom of the funnel, you need to measure not only application and hiring, but also alignment, diversity, and more. By focusing on maximizing relevant reach from the start, you can reduce your final hiring costs.
5. Facilitate a positive candidate experience
Treating candidates with respect and providing a positive experience during the hiring process can have a significant impact on an employer’s brand. We maintain clear communication throughout the process, provide timely feedback, and provide a smooth and efficient application process. Even if you fail the selection process, making a good impression can lead to recommendations and future applications. This approach helps build a strong employer brand and reduces the need for large and costly recruitment efforts in the future.
6. Don’t just focus on the employer’s brand when hiring
Employer brands don’t just need to pay attention when you have a role to play. If you want to build a strong talent pipeline, you need a real focus on your employer’s brand throughout the year.
Actively nurture relationships with potential candidates and engage passively throughout the year online, on platforms such as Flexa, and at networking events and conferences, rather than forcing applicants to apply after the fact when vacancies arise. Focus on engaging with candidates. Maintain regular communication with these individuals using the free channels at your disposal. Consistently doing these things will help us attract top talent through our pipeline and reduce hiring costs.
Employer branding should be an important part of your talent attraction and marketing strategy. If you haven’t already done so, take a few steps to get started. It’s easy if you know how.
By Beth Carter, Head of Growth at Flexa.