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The 3C's of Talent Acquisition: Company brand

Posted by Brett Marlow on 16-Dec-2015 19:01:57
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The 3 C’s of Talent Acquisition: Series Intro

Although the phrase ‘War for Talent’ has done the rounds, it’s still as relevant today as when it was coined, if not more so. The ‘war’ is not only very real, it’s now being fought on 3 fronts: Competition, Compensation and Company brand (LinkedIn, 2015). Together, these factors are known (at least here at iintegra, anyway) as the 3 C's of talent attraction or acquisition.

3rd C: Company brand

This week I round off the 3C’s of Talent Acquisition series by focusing on company brand. There is no doubt that the company brand plays a crucial role in recruiting the best talent. But, at what point in the talent acquisition process does the brand come into play, and just how decisive is it at this point?

The CIPD (2015) in their annual report ‘Resourcing and Talent Planning’ point out that there is a…  

  Widespread focus on improving employer brand - particularly through enhancing and  developing corporate websites and making efforts to improve the candidate brand.

While the average UK ‘time to hire’ is 6 weeks, a lot happens in these 6 weeks. The successful applicant ends up having swiftly (we hope) progressed from seeing a job advert to the onboarding process. At every stage, however, there is a branding opportunity which, without adequate planning, can be missed.

Stage 1: Job advertising

Advertising on job boards, social media and corporate/career sites allows businesses to brand their adverts. Many businesses miss this opportunity and just go for the ‘vanilla’ option which, whilst cheaper, does not offer any branding advantages. If your goal is to acquire the cream of the available talent then maximising brand awareness, even at this early stage will prove pivotal. Reminder: Talent Acquisition Platforms allow businesses, in just a few clicks, to post jobs and automatically reach several platforms instantly.

Job advertising guide

Stage 2: Application stage

So, new candidates have applied for your jobs, what next? 33% of businesses report losing applicants because of the length of their hiring process. Candidate portals (not to be mistaken with Applicant Tracking Systems or Talent Acquisition Platforms) play such a massive, but often overlooked, role in keeping candidates in the loop in terms of their application. Candidate portals can be branded so that every time a candidate logs in or interacts with the portal, they are reminded of the strengths of your brand.

Stage 3: Managing applications

In my last blog, I pointed out that businesses need to stay in constant touch with candidates as they progress through the application process. A lot of these email ‘touches’ should not only be automated, they should be branded as well. Branded and automated emails are a key feature of Talent Acquisition Platforms.Watch how we automated hiring

Stage 4: Interviews

By this stage, if you have taken all the branding opportunities along the way, your brand strength should be working for you. Whether it’s a telephone, face to face, video or group interview, there are branding opportunities to be explored. It could be as simple as a telephone salutation during a telephone interview or how the video interview software looks and feels.

Stage 5: Hiring

The job isn’t done yet, even at this stage. As I’ve pointed out before, the very best candidates will not be easily prised from their existing jobs - many of them receiving counter offers just when you thought you had bagged them. It’s essential to continue reassuring candidates that they are making the right decision by risking a move to your business. By the way, 7 million workers plan to change jobs in 2016.

Stage 6: Onboarding

Inasmuch as the new hire has a probation period to negotiate, your business also has a short window in which to impress your new hire. Making the new hire feel included and engaged are key to achieving this goal. Some businesses now use branded Employee Apps to ensure that all their workers are engaged and ‘in touch with the mothership’ no matter where they are.

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I hope you’ve enjoyed my series on the 3C’s of Talent Acquisition and if you’ve not read my other blogs in this series, you can still do so here:

 

Topics: Recruitment, Applicant Tracking System, Talent Acquisition, recruiting effectively

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