Why any business looking to recruit new team members would be wise to take a good look at their reputation.
Today’s discussion rather neatly follows on from our last post. If you haven’t read it yet, it highlights the importance of job skills in relation to the ongoing skills shortage.
With many stats pointing towards both high staff demand and low application numbers, employers must appraise their staff attraction approach. And this is where brand reputation comes into the conversation…
Never more important than now:
It’s said that a brand’s online rep is more important now than ever before. Alongside the recruitment climate we’ve outlined above (and over the past few articles!), we all clearly possess the digital means to thoroughly investigate our prospective employers. The stats suggest:
- 70% of people will always research an employer’s reputation before applying for a job.
- 56% would not go on to make an application if the business had ‘no online presence’. 57% say they would distrust these companies.
- As for what the candidates are searching for, employee satisfaction and how staff are treated top the priority list.
The power of word of mouth…
It’s not only low job application numbers that employers should be concerned about. Future buying behaviour may also be affected by their recruitment reputation.
Perhaps understandably, candidates who’ve been through an unpleasant recruitment experience are less likely to support that employer’s products or services. What’s more, word of mouth could further harm wider purchasing choices.
- 69% of candidates would discuss their negative experience with others – 81% would do so through one-to-one conversations and 18% via social media broadcasting.
- 47% who heard about such a negative encounter from a friend would be less willing to purchase the brand’s offerings.
- The experiences most likely to influence buying behaviour included poor interview encounters, and ‘lack of transparency’ regarding salaries or job descriptions, alongside non-existent interview feedback.
A reputation for the positive:
Thanks to HR News, we’ve observed the importance of employer reputation and the consequences of a poor recruitment rep. Now, we turn to Recruiting Times and the draw of a positive impact.
- 74% of workers aged 18-34 and 66% of over 35s would prefer to work for a business that has a ‘positive impact and purpose’.
- 42% of the younger age group would even accept a pay cut in order to do so. Almost a quarter (23%) of over 35s agree.
Employees feel that working for these companies would increase their individual happiness and productivity. In addition, staff members would be willing to leave roles that didn’t prioritise a positive or meaningful ethos.
How companies can work with recruitment agencies to improve their employer reputations
- As well as ensuring you have an up-to-date and easily found website, why not provide some extra details that support your employer reputation profile? This could include links to any awards you’ve received (especially those for staff management), links to review sites, and HR provisions you’re proud to offer.
- If you have had any negative reviews as an employer, it may be worth discussing these with your Consultant. Perhaps it came from previous management and new methods are now in place. Honest conversations can help your Consultant to communicate openly with prospective candidates.
- Sometimes it helps if candidates can meet with one or a few employees during the interview process. This also proves a useful tool for ascertaining potential team fit.
- Recruitment consultants can advise on how to best conduct the interview process, support you in creating the most appropriate job descriptions and help provide interview feedback/updates.
- The above can also include a focus on your impact statements and brand purpose. This must be authentic though, or else an excited applicant could soon become a disgruntled employee!
Please call the office on 01225 313130 to discuss your recruitment needs.