How to build an employer brand in recruitment

When you work in recruitment you know the value of employer branding. It’s the reason you have clients that are always a breeze to fill, and why other clients are an uphill slog. A strong employer brand helps organisations compete in a busy labour market and drive employee loyalty and engagement. In short, a strong employer brand does half the work for you. The CIPD recently released a report stating that employer branding is more important than ever before in such uncertain economic times. But often, we’re so focused on our client’s brand, that we forget to dedicate time to our own agency. Here’s a few tips you can start with to ensure that your recruitment business is always building a conscious and strong brand to attract the best consultants:

Marketing In-house Recruitment Recruitment

Posted 23/12/2019

1. Understand what it is

The board and owners of a business often have one idea of what they think the employer brand is. However, as you work through the organisation you’ll find very different opinions. Learn what your people are currently saying about your business through confidential surveys. Find out what they’d tell a friend about work and make sure you really know what the current message is before start trying to change it.

2. Get everyone on the same page

Once you have a clearer idea of how other people view the organisation, ensure that all your employees understand and communicate the business in the right way. If they are eveasked to give the company elevator pitch, they should all be aligned.

3. Communicate internally

One of the biggest contributors to disengaged employees is a lack of communication. In the absence of knowledge people feel like they’re getting screwed over. Ensure you have the relevant platforms internally to keep everyone aware of changes, policies, good news and employee activities. It might even be a space for creating conversations. Many agencies have a group WhatsApp chat for the employees as it helps open conversations and build relationships. You can also use your database to keep everyone aligned and up to date on your brand. Access Recruitment CRM uses dashboards, internal communication and single sign on to relay messages and keep your agency on the same page.

4. Tell their story

Your employees are your number one advocates, effectively acting as brand ambassadors. They'll know best what’s going on in your organisation, so why not tell their stories via video, blogs or social media. It will let your people know that their voice is valued, respected and wanted in the business. Their stories can also be told through website bios, including fun and personal information about them. Let the essence of their personality filter through your business.

5. Step up for awards

If you’re building an employer brand and culture that you’re proud of, then step forward to be recognized. Put yourself up for great places to work and similar awards that recognize your workplace. People hold a lot of stock in awards and it’s a great way of attracting top talent to your brand.

6. Tweet, like, tap, ping and poke

Well, maybe not poke, but definitely get on social media and use it. It doesn’t have to be every single platform, but certainly pick a platform that works for you and use it. It’s an incredible tool to showcase who you are behind the logo and what your employees get up to. It’s also a great way for your employees to share and promote your content. You don’t have to use it for client acquisition, as many recruitment firms are worried about looking unprofessional in front of clients, but for candidates and engaging talent it’s a gold mine.

7. Capture the moments

Take pictures and take them often. Of your employees, of incentives, or life in the office or even of your office space. A picture captures a thousand words and people like to envisage the place they could work. It will always be more powerful than a page of text on your website about how great your office is.