4 Signs You’re Hurting Your Employer Brand

Shefali Vasave | August 8, 2022 | 1150 views | Read Time : 02:54 min

4 Signs You’re Hurting Your Employer Brand
The Great Resignation and the ensuing talent shortage have highlighted the importance of employer branding as candidates are significantly focusing on organizational culture as a deciding factor. There is no doubt that positioning an employer brand is now a critical recruitment strategy. In the age of remote hiring, employer branding is climbing fast to the top of the most effective recruitment approach list. So if you have an employer brand but aren’t getting much traction from it, there may be certain factors at play. Continue reading to identify if there’s one or more things that are hindering your employer brand positioning.

You’re Ignoring Your Employee Value Proposition

One of the most common mistakes many companies commit is creating an Employee Value Proposition (EVP) but not doing anything with it. They don’t use it in their communications nor integrate it with their strategy. The EVP should lay the groundwork for your employer brand and underpin all internal and external communications.

Beer maker Sam Adams demonstrated this in their video ads by using their company value of “staying independent” and meshing it with their zeal and commitment towards crafting good beer. The video featured employees doing the bidding and targeted both consumers and potential candidates through the video.

You Think Managing Your Brand and Controlling it is the Same

Many employers make the mistake of equating employer branding with controlling the brand. There are many examples of brands who had to learn the lesson. Employer branding is managed, not controlled. You cannot control what your employees say about you, but you can manage your response.

For instance, when a Yelp employee wrote a scathing blog against the company’s low pay, instead of starting a conversation about benefits and the rising cost of living in San Francisco, where the employee was located, the review platform attempted to deflect the issue by turning it onto the employee and taking a reactionary approach.

In contrast, when the pilots’ union leader slammed American Airlines in a public letter for the airline’s cost-cutting measures and poor culture, the company spokesman owned up to it and presented the measures that American has been taking to fix the problems. This is employer branding 101. You don’t control what people say, but you can surely manage your reaction to come out in a winning light.


You’re Trying to be Something You’re Not

One of the aims of employer branding is to show a glimpse of the company’s inner workings and its culture to potential employees. What kind of tone does it set? Is the work atmosphere fun and creative or corporate and fast-paced? Organizations that are not clear on what they stand for come across as inauthentic while trying to be someone they are not. It must start with the understanding that their employees can be their advocates.

An example of a company who completely embraces their culture on social media and other mediums is Oracle. The tech firm regularly shares content from employees. Not only does this fit well with the company’s positioning as an authentic employer, but it inspires potential candidates with what they can look forward to when they work for Oracle.


Your Employer Brand Isn’t Aligned with Your Consumer Brand

Although this goes without saying, many companies neglect to align their consumer brand with their employer brand. This creates a disconnect where potential candidates are unable to connect the dots. It’s what goes in the “why work with us” part on your careers’ page. Another aspect of not doing this can end up alienating your employees. For instance, when GoDaddy ran an ad campaign that was provocative and racy and depended on attractive women to generate buzz, it offended the female employees of the company and required much damage control to fix.


Conclusion: Revisiting Your Employer Brand

Creating a strong employer brand is about owning your company’s culture, employee opinions, and feedback. Streamlining all these can take time and resources, but with the right approach and tools to support your recruitment marketing strategy efforts, it is easy to pivot your way to a better position that attracts top talent and engages them deepers.

Spotlight

Workforce Partnership - Kansas

Workforce Partnership offers services for job seekers and employers. Job seeker services include: job search strategies, resume and interviewing assistance. There is no charge for these services since funding is through the U.S. Dept. of Labor. Some training dollars may be available. Employer services include: posting positions on KansasWorks.com job bank at no charge and recruiting assistance.

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This inability to control the quality of the interview process results in: Interviews not providing valid analysis, increasing the risk of bad hires Interviews that are not fair or unbiased, adversely impacting DEI goals Good candidates being lost to unskilled interviewers due to a poor candidate experience After an extensive review of customer interviews and feedback, Talview distilled the issue down to a key requirement: accurately measuring and ensuring the quality of the interview process. "Our goal was building a framework for interviews that would scale; analyzing the conversations, structure, content, compliance, fairness and experience, while also delivering continuous coaching for interviewers,We believe our new solution will boost the overall quality of any organization's interview process. Talview Interview Insights will be a key addition to any organization that is serious about objective, high quality hiring decisions, as well as improvements in DEI and overall candidate experience." -Sanjoe Jose, CEO, Talview Talview Interview Insights combines the power of digital interviewing with the best of AI technologies to deliver a platform that provides continuous feedback to the interviewer, improving their skills, while providing insights to the organization for interventions that can exponentially improve interviewing results. By monitoring for biases in conversations, conformance to organizational policies (from regulatory compliance to DEI goals), topic coverage, gauging question relevance to the role, and more, Interview Insights is a key addition for any company looking to improve the effectiveness of their hiring process. Beginning with more than 150 candidates, constituting top HR technology vendor offerings, then narrowing the competition to 30 product demonstrations, the judges at the Human Resource Executive are honoring Talview Interview Insights as the winner of a 2022 Top Product of the Year Award in Talent Acquisition. The award will be presented at the HR Technology Conference in Las Vegas. The interview is used in every hiring process, yet it has remained a blind spot, Like any other assessment, the more objective the information gathered, the better it will predict job success. How can you expect to achieve a replicable, highly efficient interview process without monitoring and training interviewers on a continuing basis? We are excited the judges at HRE agreed and validated our solution with a Top Product award,said Dr. Fred Rafilson, Chief I/O Psychologist, Talview. Talview Interview Insights is deployed on top of the award-winning Talview Interviewing platform. The Solution analyzes every interview conducted, using machine learning and natural language processing technologies, providing feedback on what worked and what did not for each interview, and summarizing the interview with insights for supervisors and the organization. Designed to provide a persistent structure to the interview process, Talview Interview Insights monitors for DEI regulatory compliance and unconscious bias in conversations. It determines if the topics being discussed and questions being asked are relevant to the role. Along with providing interview summaries, time stamps for both the transcript and recording, and powerful search capabilities, Interview Insights also provides constructive feedback and comparisons for interviewer performance to others within the organization. Interview Insights is the latest integrated Solution for the Talview Measurement Platform, AI-powered hiring software that orchestrates everything HR and TA leaders need to hire faster, better, and at scale. Talview provides the digital tools needed to create a flexible, customized, completely digital hiring process designed to reduce time to hire, lower cost of hire, and increase quality of hire. About Talview Talview offers an award-winning Measurement Platform that orchestrates hiring and proctoring workflows: screening, interviews, assessments, exams, and credentials. Organizations seeking more efficient, effective, and intelligent decisions throughout the talent lifecycle can access a single, AI-powered platform for intelligent insights. A 360-degree view of talent potential enables quick, confident, and bias-free decisions, providing an equal opportunity for all.

Read More

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