Does employer branding work? 🔬 EBH

Let's ask some recruiters...

Continuing the series about employer brand impact when I asked you to respond to the following prompt: “I know our employer branding is working because once we started taking it seriously…”

Yesterday, we looked at candidates. Today, we start with how the employer brand has impacted our candidates.

We hear about the value from recruiters

• InMail response rate to cold outreach is steady at more than 30%.

• When recruiters shared how much time it's saving them to send employer brand content as resources to candidates. 

• Our recruiters are actively more engaged with sharing social content and better messaging to candidates which has seen an improvement in quality for some of their areas. 

• Our recruiting and sourcing teams started reaching out with ideas once we invited them to discussions and asked for their input and data.

• Our candidate engagement rate is now above 5%.

• We were able to be more strategic overall, moving hiring managers away from a “post and pray” mentality.

• A recruiter told me that a candidate he’s been trying to talk to for more than a year finally started engaging once the employer brand started writing the outreach content.

If the candidate is the employer brand’s primary user, the recruiter is the brand’s primary customer. It must draw in more candidates who are qualified and want to work there, making the recruiter’s job easier by not having to chase down candidates.

In a way, employer brand creates the most change among recruiters. It turns independently-oriented autonomous agents who are often accused of spamming talent indiscriminately into a more targeted, and strategic relationship-building team.

The result is that candidates aren’t choosing a job (commoditized and lacking in differentiation, where tenure is short) to choosing an employer (a partnership based on mutual understanding leading to longer tenures).

Tomorrow: Recruiters!

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Building their employer branding might be the best business decision your TA/HR team can make.

The next cohort starts May 3rd. Register now!

***This Newsletter Contains No ChatGPT***

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