Due to globalization and easy access to information, today’s job seekers have become more strategic in their approach. They critically analyze an employer’s reputation while making career decisions. This has made employers take employer branding much more seriously and do everything in their means to market themselves better as an employer.
But before we need to dig into the “how” of employer branding, let us first understand the “why” part.
Why you should care about employer branding?
- It can increase your talent pool which can reduce your recruitment cost in the long run. With the right employer branding you can attract new generations of exceptional talent. It has a huge impact on the ultimate Cost Per Hire (CPH).
- A strong employer brand encourages current employees of the organization to refer your organization to other professionals in their network. Various researches say that the candidates hired through referrals are the second cheapest means of sourcing.
- A strong employer brand can not only have a positive effect on potential candidates, but also current employees. It ensures better employee engagement which showcases that the employees are enjoying their work resulting in increased productivity and efficiency.
- A strong employer brand makes employees passionate about their jobs resulting in lower employee turnover.
When it comes to attracting great talent, a strong employer branding is half the battle won.
How can you market yourself better as an employer using an ATS?
New that we have established that building a strong employer brand is important, let us understand how we can enhance employer brand image using an Applicant Tracking System.
Reach out to a much wider pool of candidates
In the recruiting world, the more candidates you can reach out to, the better it is for the company. Hence, it is very important for recruiters to try out different mediums to search for as many potential candidates as possible. This can be done easily through an ATS.
With the help of an ATS, you can take the advantage of job boards, candidate sourcing tools, email marketing and social media integrations to reach out to a much wider candidate pool all with a few clicks. Even email marketing can be used as an effective way to reach out to potential candidates through mass mailing campaigns. Remember, passive candidates who are not actively looking for a job on job boards are also your target audience. And such email campaigns can also be easily conducted through an ATS.
So with the help of an ATS you to maximize your visibility in the recruiting world and enhance your image an employer. The more new candidates get to know you, the better for you.
Manage and enhance reputation in the candidate community
Once you have reached out to a much wider pool of candidates, the next step is to ensure that you establish a personal connection with the candidates to ensure that they can associate a positive image about your employer brand. During each and every process of hiring, it is important to be connected to the candidates ensuring that they are always in the loop about their application status. This can be done effectively using a good ATS. It will help you to streamline your communication process by reaching out to multiple applicants as and when they process in the job pipeline.
When you have a consistent communication channel during the hiring process, it gives the candidates a positive vibe about your organization. This way you can manage and enhance your reputation in the candidate community using an ATS.
Maintain a consistent employer brand image
Once you have created a positive employer image in the minds of potential candidates, it is important to maintain its consistency. This can be done by keeping all the job related communication consistent across jobs, recruiters and recruitment channels. So once a job seeker has a positive image about your organization, they continue to have that positive image in the future as well through your carefully crafted, consistent communication across all jobs boards and social media platforms.
Since there would be different recruiters hiring for your organization, there are times when while sharing jobs, sending out emails or providing job related information the communication that goes out to candidates differs according to the capabilities of individual recruiter. This reflects poorly on the employer brand image. But an ATS would provide a single platform and uniform templates for all job related information
Marketing yourself better as an employer is not an easy task. It requires a strategic focus, a consistent approach and most importantly lot of patience. A brand image is never built overnight, more so in case of an employer brand. As you keep doing the good work of promoting yourself as a desirable employer the word will reach out to more and more candidates and over a period of time this audience will become big enough to positively influence your image as an employer within the candidate community. And a world class ATS is a critical part of this process.
Shiv Kumar Pandey is the Marketing Head of Talentnow RecruitX, a leading Applicant Tracking System for recruitment agencies with more than 1000 customers from across the globe. Shiv specializes in technology marketing and writes about various aspects of recruitment technology. You can follow Shiv on Twitter @skpunimatrix.