Employer Branding: 4 Essential Steps to a Successful Recruiting Strategy

Are you an HR manager? Do you feel that you need to step up your game because your recruiting efforts are not as successful as they should be? Then you're probably in need of a sound recruiting strategy. Here are four steps to get you started.

More often than not, a lack of efficiency in recruiting is rooted in a lack of knowledge and awareness: You think you have a strong employer brand and know what you want and need, but you've never thoroughly analysed the various components of your recruiting activities. This analysis, however, is the groundwork for successful recruiting.

1. Know your strength and build a strong employer brand with your target group. The competition for top talent is high in nowadays and who does not want to be part of the winning team? The same goes for employees with the company they work for - or want to work for. First, you need to have a strong employer brand to build the organization's reputation in order to attract the right candidates. Reputation and the value of a strong employer brand is also key to keep the top talent motivated in your organization. When you are ready with a strong employer brand, then you are ready for the most successful recruiting.

2. Know your requirements. Look at the vacancies you're currently trying to fill and the ones that may come up soon (for instance because of significant growth in a certain area of your company).

  • Prioritize current and potential vacancies to identify the most critical positions for your business.
  • Together with the line manager the open position reports to, critically examine its requirements. "Must have" requirements should only be skills that can't be learned on-the-job, or would take too much time and effort. Ask yourself: Does a candidate, for instance, really need to show they have an MBA if they have a proven track record in the field relevant for the position?
  • Find out if the vacant position has other job titles than the one you're using: Job seekers may not look for "sales executive" vacancies but for "key account manager" positions instead.

3. Know your perks and show what is in it for them. What do you have to offer as an employer, generally and also for particular target groups? General benefits can be things like an attractive location in the city centre, flexitime models, pension schemes, or childcare support. Examples for benefits tailored to a specific target group are "hackathons" for software engineers or a high base salary for sales positions. If you realise you don't have many perks to offer, that's an important insight too: Maybe you need to do more for your employees. Maybe one reason for your lack of success is that you're simply not offering enough to be an attractive employer.

4. Know your target group and know how to communicate to them. Once you have a complete overview of your recruiting needs and the requirements of each vacancy, take a closer look at your potential candidates. Make an effort to see the world from their perspective:

  • Where would they look for a job? Create tailored job posts and employer ads that address the specific needs of each individual target group.
  • Which topics and news stories would spark their interest? Highlight employee benefits that this specific group will find most appealing.
  • Where does your target group, e.g. students, find relevant news or acquire additional knowledge (online and print)? Use publication channels that allow you to reach your target group efficiently through the websites and media they use: Many social networks, (e.g. Facebook, LinkedIn), e-learning platforms (e.g. bookboon.com) and publications such as eBooks let you fine-tune who gets to see your ads (as in: "only computer science students"). And there are numerous online industry magazines (e.g. HR magazine, The Engineer) which, because of their very specific readership, can also be used efficiently for targeted job posts and employer ads.

If you follow those four steps, you will be able to boost your recruiting successes - and at the same time spend your time and money much more efficiently.

If you would like to find out more about the topic, then read the eBook Critical Touch Points of Recruitment. More information on successful employer branding you can find on bookboonglobal.com.