So confident are we in our knowledge of all things Employer Branding, we could blow our own trumpets ‘til the cows come home. But would you listen? Would you TRUST us? Or would you be more inclined to ask someone you know?
Trust is what any good relationship – business or personal – comes down to. And that’s why trusted voices are the key to any great recruitment strategy.
So if you’re paying recruitment agencies a premium, if your traditional attraction strategies have lost impact or you’re losing the war for talent in any way at all, it may be time to amplify your trusted voices…
Employee advocacy—the authentic voice of employees—plays a critical part in capturing the and trust of both passive and active job seekers. It should form a central pillar of any modern resourcing strategy.
In tight recruitment markets—and, even despite COVID-19, today’s have never been tighter—many employers struggle to fill .
“Just 25% of recruiters say COVID-19 is having a significant impact on recruitment activities.”
Growing numbers of organisations recognise that in the intensifying global battle for talent, they already have a secret weapon: their existing workforce.
You know how, when you’re in the market for something, you ask the views and preferences of people you trust? Well, candidates do the same.
That’s why the advocacy of employees who are passionate about their employer can have a huge influence on our career moves.
Talking the Talk: the Power of Word of Mouth.
84% of consumers worldwide value recommendations from friends and family above all other forms of advertising…
…but only 15% trust companies’ social media posts. (Neilsen)
33% of candidates trust brands, but 90% trust recommendations. (LinkedIn)
Content shared by employees receives 8 x more engagement. (Social Media Today)
Making Recruitment Easy in this Market
Right now, demand for talent continues to outstrip supply.
What does that mean for you? Relying on active job seekers is not enough.
But how do you get through to those passive job seekers who are not actively looking but who might be lured by a proposition that better suits their needs and ambitions? It can be labour intensive with no guarantees.
For example, take in-house sourcing teams who often spend weeks scouring social media profiles to find appropriately skilled prospects, build dialogue with them and create pipelines of talent—only to find that their emails generate little interest.
And it’s a similar story with “one-size-fits all” EVPs. Generic employer brand messages, even when articulated via new career sites and social media, are increasingly viewed as corporate .
Individual Value Propositions, which match their key selling points to the needs and desires of individual target audiences and are becoming increasingly popular require more research, creative development and strategic planning, but can ultimately yield much stronger results.
So it takes something really special to capture the attention of today’s talent—and consumer marketing holds the clue.
Recruit Like a Marketer: Use Your Influencers
Fact is, when we don’t have an established relationship with someone, we don’t have sufficient trust to engage.
But hearing the views and opinions of genuine product users can be a critical factor in our buying decisions.
What’s more, the closer the relationship with users, the more likely we are to trust the recommendation.
Marketers of consumer brands understand this and they leverage that understanding to cut through the noise to reach an audience where there is no brand awareness and no established need for their product.
Most, in fact, now focus much of their energy on building networks of advocates who will endorse their products to people who trust them.
Review sites such as Trip Advisor and Trustpilot have become mainstays of our decision-making processes when we shop, eat or travel.
The job market has followed suit.
Sites such as Glassdoor and Indeed provide honest appraisals of workplace cultures through employee reviews. And such third-party validation can be particularly effective with passive job seekers who, unlike their active peers, are less focused on career messages and will only engage if they hear or see messages that strike an emotional chord.
of employees hired through referral stay with the business for more than 3 years
hired through job boards (Jobvite).
Lower Costs. Higher Retention.
Leading employers have already woken up to the value of employee advocacy. They know that it can both substantially reduce recruitment costs and generate dramatic improvements in employee retention.
In an age where we increasingly seek the validation of people we know and trust, the value of employee advocacy is clear.
Just ask your people. Or you can get a preview of Module 2 of our Elevate course HERE.