An attractive employer brand drives increased awareness, but does it entice the right talent to consider your organization for their next career move? Improved awareness is an important objective in employer branding strategy; however the most effective approach will successfully increase awareness and interest in your organization within the right talent pools.
We know that an employer brand with overall appeal is great for generating large scale recognition, yet generic employer branding is not always productive when it comes to sourcing top talent. Employers need to stand out in the crowd and cut through the massive amounts of information available to job seekers. In order to attract those highly sought candidates who can help drive your business forward and offer your organization competitive advantage, employers are best advised to take a more targeted approach.
Talent Personas Improve Employer Branding Results
Analyzing talent segments and communicating employer brand in a way that is compelling to those critical segments is more effective than simply promoting the organization as a great place to work for all. Taking the time to research and develop talent personas to help target the specific profiles will pay off not only in improved awareness in the right segments, but increase tangible consideration for your organization as a prospective employer within those best fit talent pools.
Considering that 92% of consumers around the world say that they trust recommendations from people they know more than any other form of advertising (Nielsen Insights), don’t forget that brand advocates have an important role to play in a targeted employer branding strategy. Your concentrated efforts to reach the best fit candidates will have increased validity when supported by candid and genuine brand ambassadors.
Take a consultative approach to employer branding communications to influence candidate behaviour. By offering insight and guidance tailored to the right audience, you’ll increase candidate quality and improve your bottom line recruitment metrics.