The Ontario Broker - August 2019 - 17

THE
Y
OLOG
H
C
Y
ER
PS
PLOY
M
E
OF
DING
BRAN

I

n today's market, recruiting and
retaining employees is increasingly
difficult. In his webinar The
Psychology of Employer Branding
Saeed Sadooghi, Recruitment Evangelist
at Indeed Jobs, explained how taking
job seekers' psychology into account
while developing your employer brand
can improve your success finding great
candidates.
As an employer, the goal is to promote
your company and foster your reputation
as a desirable place to work. Because
we're in a tight talent market, you want
prospects to feel good about making
the decision to come and work for your
company.
The first step is to design your employer
branding strategy with an understanding
of how people think and make decisions.
By attracting the people you want to work
for your company, it's easier to retain

46%

OF JOB SEEKERS
SAY A COMPANY'S
REPUTATION HAS
SIGNIFICANT IMPACT
ON THE DECISION TO
ACCEPT A JOB OFFER.

WWW.IBAO.ORG

employees. By taking human psychology
into consideration when attracting
potential employees, you can create your
employer brand and develop a strategy.
You'd assume we make decisions using
cold, rational logic, but a lot of our
decision-making happens below our
conscious awareness. Since this is the
case, you'll want your employer brand to
appeal to gut-level emotional responses
as well as higher order logic.
Creating an emotional connection can
be done by strongly communicating the
company's mission, vision and values.
Have employees write reviews and share
stories about their journey with the
company. By having current employees
act as brand advocates, you're showing
candidates that you value your staff and
actively take them into account within
decision making.
Focus on cultivating a strong brand
presence on social media. Presenting the
day-to-day experience will demonstrate
to prospects what it would be like to work
at your office and what type of culture
they might expect.
The most overlooked part of the hiring
process is following up with prospects
and providing feedback after an interview.
Following up promptly and providing
constructive feedback demonstrates
compassion and reflects well on your
brand. It's also a good time to get
feedback on candidate experiences to
gage potential areas of improvement.

83%

OF JOB SEEKERS
SAY A BUSINESS'S
REVIEWS
INFLUENCED THEIR
DECISION ON WHERE
TO APPLY.

17

HOW TO RESPOND TO
NEGATIVE REVIEWS

* Thank the individual for
taking the time to offer
feedback
* Apologize when you think it's
warranted
* Draw attention to the positive
aspects of your company if it's
applicable to the reviewer's
issue
* Be empathetic and show
compassion - this is the
perfect opportunity to
showcase your brand's
personality
* If it's an issue that might be
better dealt with in private,
take the conversation offline
and resolve it over the phone
or by email

Another opportunity is responding to
negative reviews left on online platforms,
whether it's a customer complaint on
your Google Business page or a past
employee writing a review on Glass
Door. By responding to negative reviews,
it shows you're open to constructive
criticism, change and feedback.
Of course, logic, past experiences and
reason all play a role in complex decisionmaking too. You'll want to ensure job
descriptions are up-to-date, and salary
ranges and employee policies are relevant.
Viewing a job description on a job site is
an applicant's first touch point - detailing
a "day in the life" in the job description
is an engaging way to draw in the right
candidate.
Ultimately by appealing to instinct with
a great first impression, reacting with
empathy by responding to reviews and
intriguing logic by having well-thoughtout descriptions and a competitive offer
will attract prospects that are a good fit
for your company culture and add to your
evolving employer brand.

AUGUST 2019
http://WWW.IBAO.ORG
The Ontario Broker - August 2019

Table of Contents for the Digital Edition of The Ontario Broker - August 2019
