Originally published in Careers Multi-List Client Newsletter Issue 20 / 2008
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In-house recruiters have an advantage over agency consultants when it comes to understanding and communicating their employer brand to
potential candidates. Employer brand expert Brett Minchington advises in-house recruiting departments to:
- Firstly, invest in some independent research to understand how current staff perceive your brand. Assess whether it is close to the image you want to portray or whether further action is needed to address any gaps • Analyse exit survey data to identify any common causes of turnover
- Conduct entry interviews at the 1, 7 and 30-day stage for new hires, to determine how they perceive the brand translates into reality
- Develop, document and display a clear set of guidelines for staff on how to deliver the brand promise internally and externally and reward behaviours that demonstrate this
- Develop and promote an employee referral program and aim for at least 40 per cent of new hires to come from the program
- Identify the communication channels with the most potential for promoting the employer brand to your target audience. These might be online (e.g. corporate website, e-newsletters, text messaging, presence on social networking sites, online advertising on industry sites, webcasts and podcasts etc) or online (induction program and materials, away days and events, team building events, team meetings, welcome packs, appraisals, posters and billboards etc).
“Remember you don’t have to spend large sums on paid advertising – speaking at a conference in front of your target audience of 200 people can be more effective and beneficial for your brand than a full-page ad in an industry journal that may cost you thousands,” Minchington says.