All You Need to Know About Employer Branding to Attract Young Talent

All You Need to Know About Employer Branding to Attract Young Talent
From Recruiter - November 9, 2016

The job market is continually flooded with new waves of valuable talent, and growth opportunities are important to a large number of these workers, especially recent grads and young professionals. The Employee Job Satisfaction and Engagement report from SHRM found that 40 percent of the 595 employees surveyed said their organizations commitment to professional development was very important to their job satisfaction.

If your organization wants to attract and retain young talent, you need to make professional development a priority and market it to those candidates looking to start their careers. Heres how your employer branding strategy can attract ambitious recent graduates and young professionals:

Develop a Clear Message

Employer branding needs a clear strategy that delivers a simple message that is both attractive and consistent. First, define the candidate persona you are targeting. In this case, lets say its a diverse group of recent graduates. Then, conduct research on what candidates who fit the persona value most.

For example, millennials want meaningful work; they value social responsibility and look for growth opportunities in their careers. Thats what you need to craft your message around. Highlight how your company donates to charity, offers educational courses and tuition reimbursement, and how your staff finds meaning in their day-to-day activities.

Additionally, your online presence needs to be consistent and dedicated to sharing the same message. Your company is under continuous scrutiny, and its your online presence that first introduces people to the organization.

In a 2015 report from CareerArc,52 percent of the 1,369 job seekers surveyed said they visit a companys online properties first during their job search, with 75 percent considering the employer brand before submitting an application.

If you have a clear, consistent message that reaches job seekers through multiple online resources like your company page and external job boards, you are building a robust online presence. However, asCareerArc found, only 57 percent ofHR professionals say their company has such an employer brand strategy.

Your message is just one part of your strategy. Convene with the marketing department, HR, and other relevant stakeholdersto lay out a campaign that helps spread employer brand awareness on a consistent basis.

Find Brand Ambassadors

Your employer branding strategy should involve your team of happy workers. Find some of your most passionate employees who want to advocate for the company and provide training to help them find their inner brand ambassadors.

Brand ambassadors spread brand awareness and represent the company in a positive way. Training can involve insight about an employee referral program, tips for networking at events, and help with crafting the perfect elevator pitch.

One of the best ways to promote the employer brand is to create employee testimonials. They act as content for the company to share. Youre spreading the word about what it means to work there. Involve the ambassadors on these testimonials, and make sure to use various types of media.


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