Companies should develop concrete strategies to leverage social media in building employer brand.
Joining People Matters for the webinar on Recruiter as a Marketeer, Namrata Gill Tyagi, Vice President HR, Dr. Reddy’s Laboratories discussed the role of a recruiter that goes beyond recruitment, but encompasses employer brand building. Recruiters today need to work on the Employer Value Proposition (EVP) that can be taken to potential customers.
There are strong similarities between a marketer and a recruiter as the building blocks for both roles are the same. While a marketer focuses on the customer value proposition, a recruiter’s focus while going to a potential employee will be on the employer value proposition.
Employees today are not concerned with only money; candidates also look at career progression scope, personal development, travel opportunities, etc. It has been observed that experienced candidates while applying for job look at potential for career progression and mentoring and training opportunities, while freshers take into consideration factors like travel opportunities and total rewards. Keeping these factors in mind, a recruiter needs to develop its employer brand.
While working on the employer brand, it is important to identify the elements of EVP such as company’s policy on financial rewards, emotional elements that can be crucial for employees, future growth opportunities, support system within the organisation, etc. Further, organisations should also collect data on employee engagement drivers, strengths and weaknesses of the company, voice of employer culture and draft and create EVP themes based on the analysis. Following these steps, employer branding should not be a difficult process; it is however, important to stay authentic and true to the voice of the organisation, says Namrata Gill.
Employer branding does not end here; it’s important to communicate the EVP to potential candidates. Social media today has emerged as a powerful tool in this regard. Companies should develop concrete strategies to leverage social media in building employer brand. Marketing the brand also lies with recruiters today. For this, recruiters can work on segmentation of communication based on the targeted candidates, i.e. experienced or fresher.
Building on candidate experience right from the interview process also serves to be effective in brand building. For instance, interview guidance, providing interview opportunities with senior-level leaders, etc.
- Recruiter’s role today also encompasses brand building and creating EVP
- Employees look at more than just salaries and monetary benefits
- There is a difference in expectation of experienced candidates’ and fresher from the employer
- Recruiters need to create segmented brand communication strategies depending on its target employee
- Marketing through social media is crucial in brand building