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How to improve your employer brand for job candidates

A key part of recruitment that is often overlooked is selling job candidates on your company. Just as you’re evaluating them, they’re evaluating you. To spark their interest, you must convince them that your company is a good place to work.

That’s why conveying your company’s brand is important—not just for customers or clients, but for attracting new workers, as well.

The Society for Human Resource Management defines an employer brand as “what the organization communicates as its identity to both potential and current employees. It encompasses an organization’s mission, values, culture and personality.”

Ask yourself these questions: “How do our personnel view our company as an employer?” “How do potential employees regard us?” “Do we successfully express our company’s vision, culture and employer strengths to job candidates?”

If you’re unhappy with your answers, here are a few tips to improve your employer brand from the professionals here at TriStarr, an HR consulting service and recruiting agency in Lancaster, PA:

  • Review and analyze your hiring process from beginning to end, viewing it from an applicant’s perspective. What could you do better to represent your brand values? How do you keep in touch with candidates through each step of the process? Ask a few candidates about their experience after the process is complete.
  • To recruit the best people and motivate your best workers to stay, demonstrate how your employer brand helps you create employee opportunities, such as training and skills development. This information should appear prominently on your website and be provided to applicants during the recruitment process.
  • Your company may portray an image as a place where people want to work, but be sure to live up to that portrayal. Money may not be the primary motivator for employees. More important than an impressive salary can be recognition, respect and a sense of teamwork. How does your company show appreciation to employees?
  • Many professional candidates want to feel they’re doing good by contributing to a higher purpose. So make that connection for your company if it fits your culture. How do you make customers’ lives better? Does your company make special efforts to support a cause? Tell stories that excite or inspire whenever you can.
  • Finally, accept that not every highly-qualified candidate is necessarily a good fit for your employer brand. There are times when it may be better to stay true to your brand than to bring in a person who will have trouble adapting to your company culture.

As HR consultants, we can work with you to determine how top applicants view your company, and can help you improve employee performance and retention. As recruiters (or headhunters, if you prefer), we can help you find, interview and assess your best candidates.

At TriStarr, an HR consulting firm and administrative employment and recruiting agency in Lancaster, we have more than 60 combined years of recruiting and temp agency experience. We find the candidates who are a great fit and back our recruiting with our Good People Guarantee. Contact us online, or give us a call at (717) 560-2111.

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