HRO Today October 2019 - 22

Keeping Job Seekers Engaged
Companies can advance their recruiting strategies by communicating their culture and brand through
online tools.
By Marta Chmielowicz
A
n employer's reputation and brand are key
factors that draw in top talent-and in today's
digital world, it is more important than ever
that companies leverage online tools to
communicate what makes them unique and attractive.
In fact, ManpowerGroup's The Rise of the Well-Informed
Candidate study shows that 58 percent of global job
seekers feel that employer brand is more important
now than it was fi ve years ago, but only 28 percent
report having the brand information they need before
submitting an application. When 75 percent of job
seekers consider an employer's brand before even
applying for a job, according to LinkedIn's Employer
Brand Statistics, neglecting to communicate culture can
signifi cantly impact talent attraction. And the gap poses
another major risk: When organizations do not weave
their own narrative, the online talent marketplace is
likely to do it for them.
Luckily, social media provides a meaningful opportunity
for companies to highlight everything that makes them
special. LinkedIn reports that 52 percent of candidates
seek out employer brand information via the company's
website and its social media profi les to understand what
it is like to work there.
So how can HR leaders make sure that their online
presence refl ects the culture of the organization? Two
best practices are key:
[22]
1. Monitor social media presence. Sixty-eight percent
of HR professionals agree that social professional
networks are one of the most effective tools to spread
awareness about employer brand. In addition, half of
all professionals follow companies on social media with
the intent to stay aware of open positions. This means
that companies now have to actively manage their social
| OCTOBER 2019
HRO TODAY MAGAZINE
media presence, posting informative content, engaging
with followers, and sharing insider knowledge about
life at the organization. Rather than being promotional,
shared content should strive to deliver value to readers-
and all comments should be responded to quickly to
highlight the company's voice.
2. Get current employees involved. According to
LinkedIn, the number one obstacle candidates encounter
when applying for jobs is not knowing what it is like
to work at an organization. HR leaders can combat
this by highlighting the voices and stories of current
employees, leveraging brand ambassadors to deliver
an unfi ltered window into daily life at the organization
while communicating information about the business,
brand, and team in an authentic and relatable way.
Since job seekers trust employees three times more than
companies to provide credible and honest feedback
about company culture, this approach is more likely to
result in better recruitment outcomes.
Organizations that are able to successfully implement an
online branding strategy will see a number of bottom
line results:
* Twenty-eight percent reduction in turnover rates.
* Fifty percent reduction in cost-per-hire.
* Fifty percent more qualifi ed candidates.
* One to two percent faster time to hire.
For many, these numbers can equate to millions of
dollars in savings and reduced time-to-hire, delivering a
competitive advantage that is hard to beat.
THOUGHT LEADERSHIP

HRO Today October 2019

Table of Contents for the Digital Edition of HRO Today October 2019

HRO Today October 2019 - 1
HRO Today October 2019 - 2
HRO Today October 2019 - 3
HRO Today October 2019 - 4
HRO Today October 2019 - 5
HRO Today October 2019 - 6
HRO Today October 2019 - 7
HRO Today October 2019 - 8
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