In 2017, LinkedIn released a Global Recruiting Trends report with an outlook on recruiting strategies across 19 countries. One of the key findings was that effective brand marketing is becoming increasingly important in the quest for quality employees.  

Despite recognizing the importance, employers are still disconnected from what potential employees want to know, as indicated in the survey responses below: 

EMPLOYERS

CANDIDATES

What attracts candidates to your company? What do you want to know about potential employers?
  1. Company Culture
  2. Company Reputation
  3. Challenging Work
  1. Culture and Values
  2. Perks and Benefits
  3. Mission and Vision
LinkedIn 2017 Global Recruiting Trends report

As you see, employers didn’t quite make the mark on the second two.  So how can employers effectively market their brand?  

Spotlight Your Current Employees

Individuals will often trust the opinions of other individuals over the messaging from high-level executives.   Essentially, potential employees want to know what it’s really like work for your company. They also want to be a part of a broader vision and feel appreciated for their efforts.  Who better to relay this message than your current employees?  They help personalize your brand and build credibility by providing relatable stories that resonate.  

6 Steps to Incorporate Employees in Your Recruiting Strategy

Here are some quick tips for utilizing your employees for your recruiting strategy:

  1. Interview your top performers.

To attract top talent, you need to know what motivates them, so interview your highest performers.   Find out what drives them and why they decided to work for your company in addition to their long-term goals, their pain points, and their challenges.  Take note of personal information they are willing to share and how you can weave it into their story about your company. 

  1. Create ‘profiles‘ based on the information you glean from the interviews.

Select employees to profile through videos, blogs, images, and quotes and display them on your career page.   You should represent a variety of personalities and job titles and include hard-to-fill positions. 

  1. Emphasize available career paths in the stories you use.

People want to know that there are opportunities to learn and grow professionally.  Have your existing employees share their growth trajectory story. 

  1. Show pictures of actual employees in their work environment.

Stock images are not an authentic representation of who your employees are. Pictures of real people doing the actual work are much more compelling. 

  1. Tell about company involvement in charities and events from the employee perspective.

Again, the employee perspective is more relatable to potential candidates than that of a CEO.  

  1. Encourage your employees to engage on social media.

Is there a perk to working for your company that you want to emphasize?   Create a hashtag and encourage your employees to share their experience on social media.  Alternatively, you could make it more personal by having employees share when new babies are born, photos of their pets, or traveling with their families.     Examples:  #babiesofCompanyName or #dogsofCompanyName

By incorporating these steps, you’ll attract more talent who fit in best with your company culture.  We wish you luck in implementing these steps!

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