Appealing to the right talent is one of the biggest challenges facing recruiters today. It’s been made all the more difficult in recent months by the leap in job openings. Figures show that the number of vacant positions in the United Kingdom hit a record high of 1.3 million in May 2022. Data from the Office of National Statistics confirms that figure remained elevated above one million vacancies in February 2023.
Perhaps due to this abundance of choice, many candidates¹ are beginning to feel that they have the upper hand over employers when it comes to securing a desirable new position. Finding a competitive edge as a business is vital – and it could come in the form of your employer brand.
What challenges are employers currently facing?
Research carried out by Glassdoor has identified the main challengers that businesses face when recruiting. They include:
- A disconnect between candidate salary expectations and what the organisation wishes to pay.
- Too few qualified candidates.
- Desired candidates considering multiple other offers.
- Applicants without the specified skills stipulated in the job description.
It’s clear that today’s employees have high expectations of the organisations they work for. They expect companies to have a clear mission and values that align with their own. A positive, inclusive, and diverse work environment is a given. A work-life balance has become non-negotiable post-pandemic. Flexibility, transparency, and recognition also matter.
Against this backdrop, your employer brand becomes a core differentiator. It conveys your company culture, values and vision and gives an insight into what it’s like to work within your organisation. This can both help to attract more qualified candidates and see off competition from rivals.
How does a strong employer brand help with recruitment?
- Creates a favourable public perception: Public perception of a brand is increasingly important to employees. Almost 7 in 10 employees say that it’s extremely or very important that their employer has a brand they’re proud to publicly support.
- Stimulates a desire to join your team: Having a strong employer brand means that prospective candidates are able to form a solid impression of your business before they even submit an application. It tells them what their experience would be like as an employee and creates a sense of why they should want to work for you. In turn, this creates a desire to join your team. When candidates have multiple other offers on the table, this could be the thing that elevates your organisation above those alternative options.
- Attract more qualified candidates: The most skilled and experienced candidates naturally want to work with the best brands. With a shortage of qualified candidates becoming a recurring challenge facing many businesses, a strong employer brand can push your vacancy to the top of any qualified candidate’s wish list. An effective employer brand will clearly communicate the employee experience, your values and positive reputation as an employer. It can therefore help you to stand out amongst a sea of vacancies by cementing your elite status as a highly desirable place to work for those experienced in your field.
Can your employer brand hinder your recruitment strategy?
Just as a positive brand can help you to attract high quality candidates, a negative brand can have the opposite effect. Today’s disgruntled employees can easily share their experiences of your company culture, the workplace environment and leadership online for all to see. When those experiences are negative, your employer brand can begin to work against your recruitment strategy by painting a picture of somewhere candidates won’t want to work.
¹ https://www.benefitspro.com/2023/02/07/job-seekers-retain-the-upper-hand-in-2023/?slreturn=20230222104313
