Attracting the right candidates often entails creating landing pages targeted to specific demographics (like what CVS has been doing recently with various partners to recruit workers furloughed by specific employers). By speaking more directly to certain demographics, you can achieve higher conversion rates.
Employer brands are insanely complex and complicated things. They remind me of someone’s personality, where even where there are overarching traits we see everyday, under the surface there is a surprising level of complexity that doesn’t show up often. Think of the biker who has a kitten or the high-school dropout who quietly collects pulp noir novels. There are layers.
Since the coronavirus pandemic began, company after company has sent out mass emails about their response to the virus with assurances that they are taking measures “to ensure the health, safety, and security of their employees.”
If you’re serious about investing in your employer brand — which, of course, you should be — defining your value prop is an important first step. Yet it’s not always easy to know where to begin. Definitions and approaches vary, but at its core, a good EVP should concisely answer this fundamental question: Why should people want to work for you?
By now, you either understand the power of employer branding or you do not. If you are in the latter camp, I can’t imagine why you’re reading this, so I have to assume you are among the many who can see how having a strong employer brand leads to better attraction, engagement, and retention.
Within the recruiting function, marketing should be king, because when assessing recruiting processes, I almost always find that the foundation components that are most responsible for recruiting success all have a marketing focus. Rather than focusing on cutting costs or process-administration efficiency, recruitment leaders need to become data-driven marketing experts in order to fully understand how to attract, engage and sell top talent.