There are some companies who excel at attracting and retaining top talent. In a world where people are increasingly unlikely to stay in a position for more than a couple of years, it’s an enviable position to be in.
But what qualities make these companies so attractive? How do they ensure that there’s fierce competition to work for them and how do they hold on to those people once they’ve been recruited?
While there are several factors at play, one of the most important involves mastering the art of employer branding.
For those not in the know, employer branding is the art of marketing your internal culture in order to attract not only the best but also the RIGHT talent for your business.
Here’s what you can learn from the companies who do it best.
Target the right talent
When it comes to recruiting the right people into your organisation, it’s vital that you know what skills you actually need.
A good place to start when it comes to doing so is for your hiring managers to create so-called “talent profiles”.
These profiles help define not only what skills are required for a specific position, but also the ideal qualities and attributes for that position.
Additionally, a talent profile can help identify what typically attracts a person to such a position.
If, for instance, you’re a fitness startup looking for technical expertise, you’re probably going to be better off targeting people who are into sport and exercise than the kind of developer who hangs out at fast food joints.
When it comes to attracting customers to your business, you know that standing out from the competition is vital.
The same is true when it comes to attracting top talent into your business.
Even if you play in an incredibly niche field, there are probably several other companies out to recruit the same talent you are.
It’s important therefore that you not just be a consistently good employer. Instead, you should look to be distinctively great.
The first step you should take when it comes to figuring out what makes you different is to put together an employee value proposition (EVP).
Essentially, an EVP is a concrete set of attributes that outline your value offering to employees.
A good example of an EVP can be found on Adidas’ careers page. As Richard Mosley points out in Harvard Business Review, its “six beliefs and qualities” help differentiate it from competitors such as Nike.
Keep your promises
When it comes to recruitment, slick employer branding might work for a short while. If, however, you don’t back up the promises you make in that branding you’ll soon be found out.
Remember, word-of-mouth is one of the most powerful marketing methods there is and if you don’t give employees the experience you promised them, you’ll soon be found out.
When it comes to delivering on employer branding promises, Google takes a scientific approach to ensuring that their people don’t just enjoy the working experience, but also perform to the best of their abilities.
Lazlo Bock’s Work Rules!: Insights from Inside Google That Will Transform How You Live and Lead contains some great examples of the internet giant’s approach, including its much-vaunted “20 Percent Rule”.
Use data frankly
Data is one of the most powerful tools you have at your disposal when it comes to analysing the effectiveness of your employer branding.
Data doesn’t just tell you how effective your efforts have been. Provided your analysis is sophisticated enough, it can actually predict future outcomes and manage risk.
Get it right, and your employer brand will continue improving, helping you build a reputation as an employer of choice.
If you’d like to improve your organisation’s employer branding, Engage Me can help you out. Contact us here.