The current jobs market favours candidates, with a shortage of high quality applicants in many professions.
This is likely to be exacerbated by uncertainty over Brexit and whether and how European passport holders will be able to work in the UK. With this “war for talent”, how do companies make themselves stand out from the crowd?
There are two parts to this process:
In part 1 of this two-part blog series we’ll discuss how to market your brand pre-application So first things first – how do you get people to apply in the first place?
Know your brand
In our experience, companies that do well have a strong brand and a clear culture and make a real effort to sell that to potential interviewees.
Company values are also extremely important to applicants, particularly millennials, who increasingly rate a company’s CSR and commitment to ‘making a difference’ as very important to them. One 2017 study from Bentley Universityfound that 84% of interviewees (1,000 college-educated men and women) said making a positive difference in the world was more important than professional recognition.
Recent surveys by Linkedin and Glassdoor on the best UK companies to work for back this up, with companies that have a clear company culture, great employee benefits and strong values doing well in the lists.
The Glassdoor 2018 survey top five were Google, Facebook, Salesforce, Bromford and Anglian Water, while Linkedin flagged up ASOS, BBC and McKinsey as its top three. Expedia also scored highly while Heineken has been found a top draw for procurement professionals in particular.
These companies are also linked by the benefits they provide to employees.
The Linked & Glassdoor top scorers all offer:
Google, the only firm on Glassdoor’s list to be awarded a 4.5 out of five rating, was rated for its positive work culture where “everyone in different departments works collaboratively”.
Second on Glassdoor’s list, Anglian Water, was described as putting its employees “at the heart of what it does”, while Bromford, in third place, offers “development opportunities and flexible working approach”. Glassdoor also runs a separate list for companies with the best work-life balance, showing how important this has become to candidates.
Sell your brand
All these companies are doing well not just at creating great workplaces but communicating their benefits to prospective employees.
Job board Monster recommends thinking like a marketer – ask yourself how job seekers perceive your organisation and take action to change this if you’re not presenting the right image. Think about how to show you truly value your employees.
You can even turn a new HR policy into PR – like software company Treehouse, based in Portland, Oregon, when it announced its new four-day week.
If you’re feeling brave, you can really shake things up. For example, American brand Cisco took a radical step by letting its employees tell their own stories in blogs and on social media, removing the usual marketing filter to present a multi-faceted and authentic view of the company experience. Employees also led their #Maythe4thbewithyou recruitment campaign inviting prospective candidates to apply to be a ‘Cisco Jedi Knight’.
A recognisable CEO and strong leadership are also a great magnet for applicants, with 80% of the companies on the US Linked 2018 Top 10 survey still having their original founders and CEOs.
Manage your shop windows
Social media clearly plays a huge part in selling a company to prospective candidates these days, allowing jobseekers to judge for themselves on employee reviews or engagement.
Savvy businesses will take their Glassdoor, Google rating, Trip Advisor, Uber, LinkedIn comments on posts and other rating or feedback based websites seriously as their customers and applicants will.
If people are complaining then maybe they have a point as well, so fix the problem! Here’s a few scary stats for you:
As well as taking action on complaints, if your customers and staff are having a great experience then ask them for a recommendation, testimonial or 5 star rating on Glassdoor.
In summary – if you’re doing something well, remember to shout about it! After all, if nobody knows about your in-house spa, incredible mentor programme and four day working week, they may just stick with the devil they know.
If you want to present your company brand better in your next recruitment campaign, we can help. Bramwith offers tailored and innovative solutions to reach the right candidates. Get in touch with me (Ben) at firstname.lastname@example.org to find out more.
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