Employer branding has become a crucial part of every organization’s strategy. Investing in branding helps the companies to attract better talent, reduce hiring and marketing costs, improve productivity and increase ROI. Technology has now blurred the lines between marketing and recruitment. Marketing is used as an essential tool in recruitment to attract top talent. To make use of technology, the recruitment function has to be equipped to seize the opportunity to be the key influencer of employer brand. Here are ways you can use technology to boost employer branding:
Career site and customized landing pages
To attract top talent, rather than relying on job boards, you need to invest in a career site. Using custom landing pages to directly communicate with your target audience has a positive impact on the minds of the potential candidates. Technology has made it possible to optimize the career page for mobile and search engines. The customized career page encourages people to know more about the company and that boosts employer brand.
Email Marketing and its optimization
Email marketing campaigns cannot be “One-Size-Fits-All”. You just cannot notify the same job posting to all the people in your database. A great email marketing technique involves a lot of research to optimize an email campaign on the basis of whom to send an email, what will interest them and what will be right day and time to send the email. Technology has made it possible to automate email marketing based on talent pipelines through the use of a recruitment software.
Social media channels and multimedia tools
When it comes to recruitment and employee engagement, social media plays a crucial role. The HR department uses social media channels to reach the target audience through job postings and other company related information. Organization’s success stories, employee testimonials, videos, blog posts, and photos are posted on social media channels to attract talent. It’s a great tactic to connect with people and help potential candidates get acquainted with the culture of the organization.
With the advent of technology, social media integrated ATS automates the process of job posting on social media to attract quality talent. With the help of an applicant tracking system, it is easy to broadcast your open roles to the social networks where your top talent frequently visits. To build a dynamic social media presence, you need to be consistent. Simply put, you need to stay on message, use relevant logos and connect personally while you spread your open roles on social media.
Applicant Tracking System (ATS)
Applicant tracking system (ATS) filters resumes, communicates with the candidates while keeping a track of numerous job applications for several vacancies simultaneously. ATS is proven to speed up the hiring process and also improve the quality of hires. Since the quality of hires is good, transitioning the right fit into a new role is smoother.
A positive hiring experience for the candidate means, irrespective to whether they get the job or not, they are more likely to recommend the job to family and friends, and may also reapply for future roles.
Having a strong employer brand means opening up opportunities for employees to earn more and feel valued by setting up employee referral programs. Employee referrals not only ensure quality hires, but they are also the fastest way to hire.
A valuable and reputable employer brand does not happen overnight. However, thanks to technology and ATS, it is easier now than before to create, establish and maintain an employer brand that people love and want to associate with.