In the business world, brands connect companies and customers. They also distinguish an organization’s products or services from those of competitors. The world of recruiting is no different – your talent brand serves as a link between you and potential new employees. According to LinkedIn, talent brands incorporate what past, present, and potential employees think, feel, and share about a company as a place to work.
So, why is having a strong talent brand important? Just as companies with strong product brands have large, loyal customer bases – think Apple – organizations with strong talent brands attract large numbers of quality candidates for open positions. That translates into new hires who have the skills you need and are likely to fit well with your company culture. It also means that HR doesn’t have to resort to costly recruiting alternatives like search firms to find candidates. Research suggests that companies with strong talent brands have lower turnover rates and a lower cost per hire.
As with traditional product brands, developing and promoting a talent brand doesn’t just happen. It requires recruiting and hiring practices that support the image you want to portray with prospective employees. Here are a few ways that you can strengthen your organization’s talent brand:
- Represent your company and career opportunities in a consistent way. Recruiting these days is a multi-channel approach which often includes company web sites, job boards, social media, and more. It’s important to portray a consistent image of your organization and its hiring needs across these different types of media.
- Create job postings that engage candidates. Job postings need to portray the responsibilities associated with an open position, but that alone is not enough. Applicants should get a sense from the job posting about what it’s like to work at your organization. For example, you may want to include information about the company’s values or unique benefits. For postings that are placed on job boards or social media, include a link back to the company website so candidates can get more detail.
- Ask screening questions that are aligned with your talent brand. Finding applicants that fit your culture is just as important as finding people with the right skills. Try to identify the employee attributes that strengthen your talent brand and then design screening questions that will flag candidates who seem like a good fit. The results will help you focus interviewing resources on the most promising applicants.