Ep. 07 – When to Invest in Technology to Amp Up Your Employer Brand
Talent Marketing Solved: When to Invest in Technology to Amp Up Your Employer Brand
If you’re working in the talent acquisition industry, it’s a safe bet to say that you get your fair share of calls from vendors pitching their one-of-a-kind, fool-proof tech that’s guaranteed to solve each and every one of your talent marketing problems. In that pitch, you’ll likely hear how this awesome technology will strengthen your employer brand and deliver top-quality candidates to your door. The truth, however, is a little more complicated than that. While there will certainly be times when your organization could benefit from implementing a new high-tech solution, these services are not a silver bullet.
An Employer Brand is Uncovered, Not Created
First of all, let’s talk about what an employer brand is (and is not). To borrow from Amazon’s founder, Jeff Bezos, “Your brand is what people say about you when you’re not in the room.”
When your employees are sitting with their friends at a coffee shop or chatting with their partner at the end of the day, what are they saying about your organization? Those candid conversations about work-life balance, benefits, and company culture shape the public perception of your company and define your employer brand.
An employer brand IS NOT what your organization says your brand is. It cannot be crafted within the confines of a boardroom. Instead, it needs to come from all corners of your organization. Honesty—telling candidates what your organization is actually like (not just what you think they want to hear)—is the best policy when it comes to employer branding.
Why do we bring this up? Because technology will not fix your employer branding. It will only amplify it.
Most available tech is focused around spreading your message to your target audience in the most efficient way possible. If you don’t have a coherent and effective brand, however, that amplification may do more harm than good.
When your employer brand does not reflect your actual workplace culture, you attract the wrong type of candidate. For example, if you espouse the benefits of your fantastic work-life balance (when, in actuality, your employees spend long hours at the office), you’re going to receive a number of applications from candidates who want a job where they can clock out as soon as 5 p.m. rolls around. When that expectation doesn’t match with reality, you’re going to see your turnover rate increase. By bringing in new technology to amplify this ineffective messaging, you’re only making the problem worse.
With that in mind, you need to make sure your brand is well-crafted before buying into a new technology. At that point (and no sooner), your organization may actually benefit from that investment.
Turn it Up to 11
Let’s assume you now have successfully uncovered your employer brand. You’ve talked with all your employees, and you’ve incorporated their feedback into a cohesive and attractive message.
Now it’s time to amp it up.
This is the stage where you’ll find these technological solutions to be the most useful. We’ve already outlined all the things technology can’t do for your employer brand, but there are ways that it can actually benefit your organization:
- Segment Your Audience to Deliver Customized Content: Depending on the software, some technology can make it easier to segment your audience into specific groups, allowing you to personalize your message to appeal to each group.
- Join the Conversation: Most candidates do their research prior to applying for a job, scouring social media and employer review sites to get a full picture of that organization. To combat any negative reviews, you want to get you own brand messaging in front of as many of those candidates as possible.
- Improve Candidate Experience: During the research process, candidates should be able to find the information they’re looking for quickly and easily so they can decide if the job is the right fit for them. Amplifying your employer brand through content distribution software streamlines that research process for the candidate by making your brand messaging more readily available.
When evaluating any potential technology purchase, you need to first consider the message you want to convey. If your goal is simply to cast a wide net and broadcast your employment opportunities to more people, that’s one thing. However, in many cases, you don’t just want more applications overall. You want more quality applications from candidates who will fit easily into your company culture.
The truth is that you can buy all the new “revolutionary” recruiting platforms that come to market, but if you don’t have an effective brand to start, none of those tools will give you the results you need. It would be like going to an art supply store as an amateur painter and buying all the top-of-the-line paints, brushes, and canvases. Just like expensive tools won’t make you a better painter, technology won’t fix a substandard employer brand.
Sometimes, what you need most to uncover your brand is outsider’s perspective. That’s where we come in. From strategy to execution, S2E Solutions is here to maximize the potential of your talent management practice. Give us a call today to see what S2E Solutions can do for you.