Those candidates you most want to recruit? They’re also in demand by your competitors. And recruiting them doesn’t start with the first time you meet them at a career fair, through an independent recruiter or on their college campus.
It starts long before that — because everything a candidate has ever heard, read or witnessed about your company will enter into the decision of whether work to work with your company. Before a job candidate ever knows you, he or she will know about your company.
In short, that’s why employer branding makes a difference in recruiting efforts. But an employer’s brand is more than just a first impression. It plays an important role throughout the recruitment process. Three of the important stages of recruiting are influenced by the employer brand:
1. Reputation. The information that job candidates hear or read about your company will leave them with a basic impression of what it’s like to work there. If social-media postings about working for your company are overwhelmingly negative or employee reviews repeatedly point out an important weakness, some candidates may choose not to interview with your firm. That’s why it’s important to monitor the online conversations about your company and respond to reviews online. Adding your voice to the conversation can give your company some control over its reputation as an employer.