Around 70% of candidates use Google to look for jobs and research potential employers. From checking out company profiles to researching the team ethos and scouring reviews, what potential candidates read about a business online can have a huge impact on their potential to recruit new employees.
Statistics from OnHires.com shows 55% of people admit to turning down a job after reading negative reviews about a company.
It means that when it comes to recruiting companies need to be looking at more than just the job description with potential candidates delving deep into their PR and communications to get a full picture of what it is like to work at the firm.
Creative Word PR’s Cheryl Morris talks to recruitment specialist Laura Armfield of Midlands-based 22 Recruitment and Consultancy about how the correct PR and content strategy is crucial in helping to find the perfect candidates.
You have been working in the industry for nearly two decades now, why is brand reputation so important when companies are looking to recruit?
Company culture and benefits are becoming increasingly important to job seekers. Salary is no longer the primary concern when people are looking for jobs and it means we are seeing candidates routinely researching companies to get a feel for a business before they even apply for a role. They want to know about job security, what they are like to work for, are they flexible and family friendly, innovative or traditional.
They get this information from a company’s website, social media, review sites and news coverage. It means what information companies are putting out there about themselves as well as what people are saying about the business is often just as important as the job description in attracting candidates.
When working with companies we often see the ones that quickly fill roles have a very good brand reputation, clear message and consistent voice across all platforms. It means that candidates buy into a company before they even go for an interview. They have a feel for what it will be like to work there and know what is happening in the business.
In what way do candidates use content about businesses to make their decision on whether to take a role?
Recruitment is a two-way process and is as much about how comfortable a candidate is working at a company as a company is willing to recruit an individual. Before candidates even apply or accept an interview they are making decisions and assumptions on what a company is going to be like to work for.
A job description and company website provides a certain level of information, however external voices such as media coverage and company reviews provide a wider picture of how that company is viewed within the community.
I will often tell candidates when they are doing their research to look for something that has happened recently within a company that you like so that you can mention it in the interview. It is a way of connecting and showing that you understand what the company is about. This could be a success story in a local newspaper, a recent blog post or news of a new site opening. It all helps to build a picture of what the company is like to work for and how they operate.
What can companies do to make sure they are recruitment ready?
Often when I mention possible opportunities to candidates the first question I get asked is ‘do they have a website?’. 70% of candidates might be researching potential employers but just under half are actively checking out a company’s online reputation.
It means that for a company to be ‘appealing’ to candidates they need to be making sure that their messaging and voice is right to attract the right type of applicants.
We had one firm that we knew was very innovative in their field and particularly diverse in the sector. They were a very friendly and supportive company to work for. However, when you looked online their website hadn’t been updated and team photos featured only male employees. It had a very corporate message and didn’t represent the company we knew so it was hard to showcase why potential clients should consider them.
Candidates aren’t just looking at job descriptions to make their decision. In an ideal world I would recommend companies look to have a website which is up to date and showcases the team and what the company is about. Social media should be the voice of the company and give you a feel for what they are doing, what they are about. The hat trick is then having external voices verifying what you are saying so reviews and news stories which show growth or innovation, your community spirit and CSR commitments.
Surely, it is harder as a smaller company to build that brand reputation, is there anything smaller independent firms can do as well?
It really doesn’t matter whether you are a large corporate or a small family firm. What matters is that the messaging speaks to the type of employees you are looking for.
If you are a small office, you need to showcase that so that people get a feel for what it is like to work there, what are the benefits, how do you stand out?
Do you regularly carry out charity fundraising within the office, have a strong local presence and connection to the community? All these messages help to build a picture of what makes the company somewhere someone would want to work.
When a company’s brand identity is clear it is so much easier to showcase employment opportunities to candidates whether that is a large corporate or micro business looking for their first hire.
What are the risks of not managing a positive reputation online can it really affect growth?
We have candidates that won’t even consider applying for roles if they don’t know enough about a company before applying. Competition is high for businesses and if candidates have the option to apply for an engineering company that is well known and respected and is regularly featured online for its growth and community engagement and an engineering firm that they have never heard of or know nothing about then they will go for the company which they have heard of. It offers reassurance and job security. Content is key in helping to let people know what it is like to work at a company. The more information you share and the clearer the picture the more people get excited and see themselves working for that company before they have even stepped through the door for interview.
This level of brand reputation is something that is built up over time. Candidates want to see a consistent timeline of messaging. They are looking for external messaging to back up what the company is saying.
It is therefore important that brand reputation is something that is consistently on a company’s mind so that it becomes part of ongoing messaging and not just something they throw in when they are about to recruit.
When companies struggle to recruit that puts pressure across the whole firm as they don’t have enough staff to manage ongoing workloads. If left long-term, pressures mount on existing staff and can affect the work dynamics making it difficult to recruit more experienced staff creating a spiral of staff shortages.
If you are looking for help in telling your business story in the media or improving your company voice to appeal to the right candidates why not get in touch.
A consistent voice is not just about attracting the right target market for your products and services it underpins the very structure of your business helping you to get the right people for the job.
Looking to recruit?
22 Recruitment and Consultancy offers more than just job opportunities with a people-centred approach to recruitment that builds long-term relationships ensuring a balance between candidate and client. With a combined 30 years of experience the team understand how to get the very best out of any recruitment drive by creating engaging content that speaks directly to your ideal candidate.
Find out more by contacting info@22consultancy.co.uk or calling 07861 924147.
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