A CIPS survey in April 2018 found more than half of employers (56%) were struggling to find procurement talent, in a marketplace that favours candidates. So how do you make your firm stand out?
In Part 2 of this blog series on how to sell your company brand to candidates, we look at the post-application process (see part 1 for tips on attracting candidates pre-application).
The task of selling your brand to candidates doesn’t end when they reach the ‘Upload CV’ page. If you want to recruit the best people, you need to keep them engaged with your company culture throughout the recruitment process.
Make it easy to apply
These days everyone is used to getting what they want straight away thanks to 24-7 smartphone internet access. So demonstrate you are an internet- savvy, modern employer and make it easy for applicants to apply for your roles.
Selling your brand throughout the interview process
We’ve noticed from personal experience hiring for them and seeing their awards, that business and technology consultancy firm, Baringa Partners is particularly successful in reaching, employing and retaining the right candidates.
Head of Recruitment Tom Herron believes every candidate should have a positive experience, whether or not they are successful. This has huge benefits for word-of-mouth reputation, with Baringa winning two big pieces of work in 2018 through candidates who were declined but spoke positively about the firm to connections.
Tom said: ““We recognise that when you’ve only got a few interview hours to make a decision that’s going to last years, you have to make them count. It’s all about building emotional engagement – so we call candidates and send out a candidate pack before interview, and our first round interviews are as much discussions as Q & As, making sure there’s a good fit.
“For us it’s not just about candidates having to prove why Baringa should hire them. It’s as much on us to show why that individual should choose us for the next step in their career.”
Communicating the company culture to candidates is a key part of this process. a 2017 CIPS survey found that while 85% of employers said they discussed culture during the interview process, only 66% of procurement and supply chain professionals agreed.
At Bramwith we have seen great results from recruitment campaigns that positively and proactively present a company’s brand through initiatives such as:
Also keep the process quick and well organised – if it drags on both sides can lose enthusiasm while giving candidates time to interview for other roles.
The recruitment process gives a window into what it will be like to work for that business. Is it long winded? Bureaucratic? Or is it informal, well organised and brands the business as a forward-thinking firm?
In summary, your recruitment process needs to act as extra advertising for your brand. Candidates get a feel for the company through interviews and even your email contacts with them, so make sure your key messages are getting through with every interaction.
If you want to present your company brand better in your next recruitment campaign, we can help. Bramwith was recently shortlisted for Best Candidate Care at the Recruitment International awards and offers tailored and innovative solutions to reach the right candidates. Get in touch at firstname.lastname@example.org to find out more.
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