Developing Employer Branding through Recruitment
When we talk about developing Employer Branding, there must be many ideas how to build it, start from the common one is like promoting the employee activities, publishing employee testimonial about the organization and many more…, adv etc… which you may need to spend some $$$ for the promotion through some media. :)
One of the simple way to build Employer Branding, it can be develop through your Recruitment activities. Recruitment is not simply an activities where organization search candidate, assess and recruit them, but recruitment is beyond that… it is an activities where you start to communicate about what is your company abut and start create engagement with the potential candidate.
So, how Recruitment or Talent Acquisition can support the Employer Branding...?
- When you started initiate contact the candidate by phone, prepare a short script (just put the key points) about your organization, and the highlight about the job that is currently vacant, ensure the highlight should be maximum 5 points only, so people can easily remember. Or even you can start make some kind of abbreviation about your company, for example: We are from XXX Company, and our company is about PRIDE, what is PRIDE..?
- E = Excellent is our main goal in everything we do
- D = Developing people is the key to grow
- I = Innovation is our culture
- R = Rated as the highestsubscriber in this country
- P = Provider Internet
- When you send an invitation for interview or assessment with the candidate, it would be better if you are not only send invitation, but there are some information that you can insert in that invitation, such as:
- Short Company Profile, including other information channel where your employee can get information about your organization, such as your socialmedia ID, what people say about your organization at some web such as glassdoor.com, kaskus (in Indonesia), etc.
- Provide a brief Information about the assessment type, so then the candidate has a better view about the assessment itself and the candidate can prepare himself better
- If you plan to conduct the BEI (Behavior Event Interview) , please provide the candidate about what is BEI and the purpose of using BEI, because there are many candidates out there are not familiar about this BEI Thing :)
- Don’t forget the detail venue, time and the contact person if the candidate requires any additional other information
- Some companies require candidate to fill up the employee application form before the interview, and usually it is quite long to fill it up. It would be better if you could send the form in advance, so then the employee can bring it during the meeting
- Send reminder through email or sms to your candidate, a day or few hours before the assessment
- When you meet your candidate, greet them warmly, make them relax, so they can give their best thing during the assessment, it would be better if you can offer them a simple thing like drink (water/coffee/tea)
- Once the assessment is over , many candidate will wondering what would be the next steps..? As a Recruiter, it would be great if you can provide the information about the timeline, and next step. For example:
- We will inform you maximum 2 weeks from now, and if there is no information about your nomination in 2 weeks, you can assume that your candidacy is not moving for the next step
- The Next step would be interview with our CEO, please note that our CEO Schedule is very difficult to get, so please wait maximum 3 weeks from today, if there is no information, you can do follow up to me by phone or email
- Say Thanks for Coming and Considering your organization as their potential employer
- If it is not a hassle, maybe for certain position (or if you can do it for all position, it would be great!), you can send them an email on the next day, just simply to say thank you again and put some notes to recap the discussion you had before.
- If your candidate send you email to follow up their status, please respond their email promptly, never ignore their email
By doing those points (which you can do more) consistently across the recruitment team (not only one person, but it’s probably become a standard action), the candidate will experience something positive, it can good rapport between employer and candidate, they feel engage before they on-board, even they can share this experience from mouth to mouth where it can leverage your employer branding.
Happy Branding !