Top Strategic Way to Increase Applicant Traffic
Imported 9 months ago. See original articleMike Astringer asks, Is employment branding a part of your organization’s recruitment strategy?
It should be.
Mike points out that employment branding has been called the #1 strategic way of increasing applicant traffic.
But how much are companies spending on it?
On average, companies spend less than 5% of their recruitment budget on employment branding.
Ouch.
Mike breaks down some elements of a strong employer brand, including the importance of the career site:
An organization’s employment branding should lead potential candidates to a strong career site. Candidates will visit the career site to confirm if what they’ve heard about the organization is true and read detailed information about the organization. The career site should clearly identify the organization’s culture, values, vision, current job openings and benefit programs. The site should reflect an organization’s brand and strengthen a candidate’s desire to consider employment with the organization.
So the next question is this: How much of your recruitment budget should be spent on employer branding?
I don’t think there’s one definitive answer. A big part of building and promoting a strong employer brand is the work you put into it, which you may or may not measure through an actual budget. It’s not about spending tens of thousands of dollars with an agency or on technology, it’s about looking inside and figuring out what messaging you want to project. It’s about focusing on strategic recruitment and looking at long-term value over short-term gain.
