Recruitment can be a struggle; there is no doubt about that. You may be using recruitment agencies to help you source candidates or doing it alone, but are you really getting the level of success you desire? Of course, having an effective recruitment process in place is important, but you also need to carefully consider your brand and whether you could do more to improve your brand identity.

What is your brand?

Quite simply, your brand is an identity and how people will recognise you. It is not just about identifying your logo though, it is also about the feeling people have when they think about your business. If we take McDonald’s as an example, this is a company with an instantly recognisable brand. The McDonald’s brand is worth $37.4 billion and no matter where you go in the world, you will probably come across it at some point. McDonald’s is not just about the yellow arch logo though, you know exactly what you will get here and this is what makes it so popular. It’s fast food, relatively cheap and it does exactly what it says on the tin! McDonald’s have an extremely strong brand, which makes their recruitment efforts much easier. McDonald’s employs over 1 million people, but you don’t really see them advertising much and I’ll bet they won’t need a recruitment agency!

Brand awareness and recruitment

A recent survey conducted by Glassdoor revealed some interesting facts about recruitment and branding. According to the survey, as many as 40% of candidates prefer to apply to a company when they have some knowledge and awareness of the brand. As many as 75% of the decision makers interviewed also revealed that it is much easier to recruit when candidates know the brand. It pays to invest in your brand, if you want to ensure you are able to recruit into key positions within your organisation.

Improve your brand positioning

The good news is that you can always do things to change your brand perception, even if you don’t currently have the best reputation. These are some steps you might want to consider to put your brand right up their with the top brands of the world!

  • Look at your culture

If you have a negative culture, you’re instantly driving candidates away. People talk and if you don’t look after your current staff, why would anyone else want to join you? If you struggle to get applications and you already have a recognisable brand, something is wrong. Take the time to understand your culture and where you can make changes. Are people happy at work? Do you have motivated staff and a low turnover? If the answer is no, then you really need to sort this out before you attempt anything else. A good culture will not only keep your retention levels high, but it will also greatly improve your recruitment efforts.

  • What are your values?

What message do you want to send out to potential candidates about your brand? Is it a fun environment to work with plenty of benefits? Do you have strong processes and strategies in place? What value do you offer to clients and what makes you different? These are all things to consider as part of your brand identity. When you know what your values are, you will be able to communicate these in different forms to attract candidates to apply to your business.

  • Communicate your brand

If you hide away, how do you expect candidates to find out about you? It is important to know your brand, but also to communicate it. This might include using social media, attending events and generally just promoting yourself to the world.

Make sure your brand is positive and don’t be afraid to promote it, so you get to a point where candidates are chasing YOU and not the other way around.

If you’d like help to grow your brand awareness via social media and content writing, we can help. We can also help with recruitment process outsourcing. Get in touch on 07590033183 or email lyndsey@recruitwrite.com.


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