Employer branding during the recession
How important is an employer brand during a recession? When there are millions of talented unemployed all chasing vacant roles and recruitment budgets are being cut, is it really worth the time and money?
That’s the question behind the article, ‘Talent Management meets Marketing’ in this month’s The Grapevine.
Our own Resourcing Communications Marketing Director, Martin Cerullo, explains why organisations should never underestimate the importance of their employer branding, even in the current climate.
“Your employer brand is about how you position yourself, what it’s like to work for you, what you offer, and what connects you to candidates. The very strong positioning of your employer brand actually helps people differentiate between you and other organisations which is crucial in retaining talent and at the same time can create much more efficiency in the hiring process. Investing in your employer brand actually helps streamline the volume of applications coming in because people are making an educated choice about who they’re applying to, rather than just spreading CVs.”
The article goes on to discuss the importance of relationships between Talent Management professionals and Marketing teams in the future. It looks at ways of making sure that your employer branding and recruitment advertising is as effective as possible, however much you have to spend.
Martin explains:
“Irrespective of what budget you have there are always methods you can apply. For example, we had a limited budget when working with one of our clients but we managed to put a careers link on its consumer website for the first time, which led to a 58% increase in traffic. Employee referral programmes are becoming increasingly popular; not only the traditional methods, but also in getting employees to spread the word through social media like Facebook or LinkedIn.”
Click here for the full article and a case study of our successful advertising of the Prudential Management Development Programme; which resulted in over 800 applications for just 25 roles.