Digital technology such as social media, online recruitment, and mobile applications are changing the way that employers share their brand story with the world. Employers must honor the way that candidates find information by adopting a new global strategy for building brand authenticity.
Megan Raftery, who contributes at Recruiting Trends and is the Marketing Director for global talent supply leader Kelly Services, points out that increased transparency has led to companies needing to work harder to convince candidates that their corporate culture is the real deal. Candidates can research quickly to find out if a company is making it up or being truthful. There is a shared responsibility for employers, candidates, and the recruitment community.
Raftery also mentions that human resources and corporate marketing teams must align their messages for greater consistency. A well-defined brand can produce measurable results in terms of recruitment metrics. When this is done effectively, employees become brand advocates who extend the capabilities of any hiring team.
Raftery states that, “Fostering talent networks or communities is non-negotiable for successful employer branding in the digital age.” All messaging must be authentic and touch on targeted points in order to grow talent networks in a strategic way. Candidates are savvier and they are doing their homework well before applying for work opportunities.
Nurturing relationships with candidates pays off in many ways, so it’s well worth the effort. Raftery highlights the need for a more user-friendly candidate experience. This can be accomplished by understanding how to engage and interact with candidates via mobile technologies, social media, and through digital marketing that includes a strong image for the company. Marketing and HR must come together to develop a publishing platform that differentiates the company from the competition.
Successful digital marketing for recruitment efforts is measurable through quality of hire, employee referrals, and positive online reviews left by both candidates and employees. When employees feel that the brand is real, they become the brand ambassadors for the company, which helps bring on more qualified hires. While a social media policy is always a good idea, companies need to loosen up a bit to allow employees to share the positive brand of the company. A little trust in employees goes a long way and demonstrates a positive corporate culture.