In the travel industry, you want to be a “destination of choice,” meaning you are highly preferred or sought after by travelers for your attractions, amenities, and experiences. As an employer, you want the exact same thing.
But what does that mean for you? How can you be a destination of choice?
Remember, beauty is in the eye of the beholder. While one person might seek the rich history and cultural landmarks of London rather than the commercialization and street vendors of New York’s Times Square, another might be looking for a bustling, exciting experience and jump on a trip to New York. London and New York have very different brands.
What is Your Employer Brand?
If it’s not crystal clear yet, it’s time to bring it into focus so you can ensure you are an employment destination of choice and attract candidates who align with your company’s mission, vision, and values!
Have you ever seen Oatly on your grocery store shelves?
Oatly is a Swedish oat milk company with a unique and playful employer brand. Their quirky job descriptions, transparent communication, and commitment to sustainability stand out and attract like-minded individuals.
Working for Oatly would be a really different experience than working for Apple, which has a reputation for secrecy and high standards. Apple’s employer brand is associated with prestige and cutting-edge technology. Two great companies with strong job opportunities but very different brands.
A strong employer brand can lead to better hires, faster hiring, cost reduction, and lower turnover. In fact, companies with a strong employer brand are three times more likely to make better hires, can hire 1 to 2 times faster, reduce their cost-per-hire by 50%, and see a 28% reduction in employee turnover.
8 Ways to Enhance Your Employer Brand and Boost Recruitment
Here are some quick ways to enhance your employer brand and boost your recruitment efforts.
1. Identify your current brand
The first step is to understand how your company is currently perceived. Google your company and see what comes up. This is likely the first thing a potential candidate will do, and their impression will start forming from there.
2. Build a strong company culture
A positive and inclusive work environment is the cornerstone of a strong employer brand. Encourage collaboration, innovation, and personal development. Invite employee feedback, recognize achievements, and promote work-life balance. When employees feel valued, they become brand advocates, attracting like-minded individuals and reducing turnover.
3. Create your North Star
Identify a rock-solid purpose statement and clear core values that define who you are and where you’re going, and then talk about them. All the time. These should act as your north star, guiding what your company strives for and the behaviors it values while also attracting candidates who share your vision and commitment.
4. Invest in growing your people
Show your commitment to your team’s growth by providing learning and development opportunities with ongoing training and coaching, mentorship programs, workshops, and access to industry events. Investing in your employees boosts engagement and strengthens your employer brand.
5. Put your authentic self out there on social media
Use social media to offer a genuine look inside your company. Share photos, videos, and stories that reflect the true experience of working at your company and encourage employees to share their thoughts and opinions to give candidates a real sense of your workplace.
6. Value employee feedback
Pay attention to employee reviews and respond to them. This shows that you value feedback and are committed to continuous improvement. It also provides valuable insights into your employer brand from those who experience it firsthand.
7. Make the application process as easy as possible
Ensure that your application process is user-friendly and efficient. Provide clear job descriptions, conduct engaging interviews, and offer timely responses and feedback. A smooth application experience can positively influence your employer brand, as candidates often share their experiences with others.
8. Plan a great interview
Candidate interviews are not just about determining whether they are right for you. They are also your opportunity to win people over. Whether you hire them or not, you want them to leave this conversation feeling good about your company, your products and services, and you!
The Bottom Line
Building and maintaining a strong employer brand is an ongoing process that requires consistent effort and authenticity. By focusing on these areas, you can significantly improve your recruitment strategy and establish your company as an employer of choice.
Remember, a strong employer brand not only attracts top talent but also contributes to employee satisfaction and retention, making it one of the most powerful tools in your arsenal.
