Your employment brand includes everything from your people, your physical premises, your culture, and making sure candidates have a great experience through your recruitment process. It is not just about the marketing of these things though. Having an external brand that reflects the internal message is crucial.
If your brand is not consistent with your internal culture then this mismatch can create more problems than it is worth. The consequence of this can be high turnover with new employees and low engagement with existing employees. Your current employees could also consider it a bit of a farce and this is not great for your reputation, particularly if you don’t have the best internal culture. Flip that over though, you can also have a great internal culture but are not leveraging it to its full potential.
So how do you create congruence between your internal culture and your external brand? Well you can partner with marketing or take this on yourself (add another skill to the already wide HR repertoire?). But do this to add flare to what you already have rather than create unrealistic spin. You don’t have to be too out there. Own your brand, and keep it authentic and transparent.
One of the ways to create transparency is to give potential candidates greater access to your organisation throughout the recruitment process. Let them see what your organisation is really like, warts and all, before making a decision. Having a good internal culture is a good start (you can read the blog on LikeMinds on this topic here).
Unsuccessful job candidates can also be brand ambassadors. Consider the impact on your brand by not getting back to candidates. Lack of time and resources is not an excuse when brand value is accounted for. If you are getting too many candidates is your recruitment message the right one?
In this respect, recruiters should understand the whole business including the brand and culture and be able to accurately articulate that to potential employees. Have you seen any examples of employers who do this really well? Or not so well?