Marque Employeur

Every company cares what potential customers think of their brand but not enough care what potential employees think. The reality is today’s candidates want more than just a job. Most people want to work for a company that provides an ideal employee experience.

According to a recent hiring statistical analysis for 2017, 84% of candidates would consider leaving their current company if another company with an excellent reputation offered them a similar job. Conversely, 11% of job seekers would turn down a job from a company with a negative reputation or brand even if they were unemployed.

A company’s brand strength is paramount to their continued success and this article will detail how you can ensure your company brand attracts and retains the right people!

What is your value proposition?

We’ve all heard this one. “Value proposition” is a nifty marketing phrase that refers to the description on why potential customers should use your organization’s services or buy your product. It’s a concise statement that sums up your competitive advantages in the industry. This concept has been shown time and time again to work when attracting new customers, yet so many companies don’t apply this concept to their own hiring strategies.

Creating an effective employer branding strategy starts with defining your employer value proposition. How are people going to know why you’re a great company to work for if you don’t show them?

When defining your company’s employer value proposition, consider some of the following:

Company Culture & Values

  • What is your office atmosphere or company personality?
  • How can you sum up your company culture and objectives into some strong values that you stand for?

Perks

  • The standard employee benefits like health insurance, retirement savings and time
  • The nice-to-have benefits like gym memberships, commuter benefits and tuition reimbursement.
  • Any other unique perks your company offers like employee discounts, Friday half days in the summer, travel opportunities, internal training programs, or a well-designed office.

Many companies already offer a number of these employee perks, but they don’t let candidates know about them in advance!

Make It Real!

The main thing to keep in mind when forming your employee value proposition is to be authentic and honest. Don’t make claims about your company that aren’t true or fail to provide the full picture of your culture. Doing so will damage your employer brand in the long run and cause numerous hiring and retention problems.

Your value proposition will be the backbone of all employer branding efforts so be sure to give it the attention it deserves.

Let the world see you!

Share the experiences of your employees and show everyone how great your work environment is.

The best way to do this is to give your employees the chance to express what they like about their role in ways that they are comfortable with. A couple things you could try:

  • Share posts on your website about workplace events, employee achievements and other company happenings.
  • Share photos of your workplace and team members on social media.
  • Create a great recruiting video that highlights your

Recruiting videos are becoming a large part of the employer branding strategy. Some companies (like us!) even use them to help provide orientations to their employees to ensure there are no surprises. Nobody likes to step in to day 1 at their new job and find out the reality is very different from the promise.

Encourage your employees to promote your Brand

Think of it this way: If you were a job seeker and you wanted to learn about a company or position, who would you trust to give you the information you need, the company’s marketing department or your friend who works there?

Something else to consider – 76% of people see companies whose executive leadership team use social media to communicate their brand as more trustworthy than those who don’t. That’s huge!

Live up to your reputation!

Okay, so now that everyone sees that your company is a fantastic place to work, you need to live up to that reputation when they are undergoing the hiring process. 69% of active job seekers will decide whether or not to apply to a company because of its brand, so it can be a real slap in the face to them if the hiring process isn’t in line with what they expected based on what’s been shared!

What makes for a positive candidate experience?

  • A page that shows your employee value proposition
  • An application process that is user friendly and, most importantly, not time consuming to complete
  • An interviewing process that is similarly not too lengthy and keeps the candidate updated.
  • A fair and painless salary
  • An onboarding process that sets the person you’ve just hired up for success.

Treating your candidates with respect keeps the best candidates interested and supports your company’s reputation as a great place to work.

 

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Devriez-vous utiliser une agence de dotation?

Did you know cost of hiring can exceed $5,000 per employee?

While some of that expense is in training and lost productivity, a large part of the cost is in the hiring process itself: how much time your managers spend discussing the opening and the objectives of the hire; advertising; screening; interviewing; re-interviewing; background checking; and everything else involved with making sure you’ve got the right person for the job.

Companies frequently take these steps only to find they have to restart the process when the hire falls through due to something outside of their control.

So why use a staffing agency? For smaller organizations, where employees’ time is already stretched thin, recruiting in-house is often not a feasible solution, nor do these companies have the resources to recruit effectively without losing focus in another critical area of their business. If you don’t have a dedicated recruiter, you’re pulling valuable work time away from other employees, time that affects your bottom line. Using a staffing agency may be the optimal choice if you want to see the most value out of each dollar spent on hiring.

How often do you hire?

When you’re considering bringing on a staffing agency, you should have an understanding of your hiring objectives in order to know how to best use the agency’s services.

Infrequently
Let’s say you’re only hiring once or twice per year, having a recruiter on staff is a cost you don’t need. An agency can get the right candidate in the door, screened and guaranteed. Your additional responsibilities will be minimal – set up meetings to see if they’re a good fit and make the hire once you’ve decided you’ve found the right person.

Frequently
Let’s say you hire frequently:  you’re typically posting, interviewing, verifying, or onboarding. This can be a lot to handle for one person. Having an entire department to help would be great, but not every organization has this luxury. A staffing firm can be your HR department: They can take the bulk of the work off your hands and free you up to hire for quality, rather than quantity. In many cases, they even handle the payroll functions, which is another responsibility off your plate.

Nonstop
You are ALWAYS hiring. You’re growing, you have high turnover (if you ever get time, you might ask why), or you’re hiring to fill multiple seasonal spots. You need help!

Many of our clients hire 400+ seasonal staff members every spring to ready for the summer rush or every fall for the Christmas rush. It can be a challenge to find all these people when you’ve also got to worry about the logistics involved for each one of them. Some agencies are equipped to deal with this type of volume: They work with community agencies, foreign workers (and verify work visas for you), and other outreach programs to help with large staffing needs, not to mention they place a large focus on advertising for you.

Take advantage of the Guarantee!

In addition to the recruitment help, all agencies offer guarantee periods. If the hire doesn’t work out, you don’t pay and they start the search over, not you.

Consider that 62% of businesses have reported making the wrong hire within the last 2 years. As we know it can cost up to $5,000 to hire an employee, over half the businesses in North America may be spending double that in order to get the right person for the job.

Your guarantee period is an opportunity to assure the new hire is the right hire.

What does it cost?

There are many types of agencies out there, with varied fee and guarantee structures. Here are the two main types you’ll see the most frequently:

Contingency
These agencies are paid contingent on you hiring one of their candidates and not before then. They are paid to fill positions, not line up interviews.

Cost: Typically 15-30 percent of the annual salary

Guarantee: Generally 60 – 90 days

Temporary or Temp to Perm
These agencies provide temporary workers who can come and go, or, if you find they’re a good fit, can transfer to your payroll. Their contract can be bought out for a fee, or after a length of time you can have them for free. There’s typically a sliding scale on the buyout: The sooner you take them off the agency payroll and onto yours, the higher the cost.

Cost: 30 to 60 percent of the hourly wage

Buyout:
 Generally after 90 to 120 days

Keep in Mind!

The Canadian unemployment rate is the lowest it’s been in 40 years. This means there are less people actively looking for work than ever. LinkedIn has previously reported that as little as 12% of people on their platform are actively seeking new employment. Agency recruiters won’t just wait for a quality candidate to walk in their door – they’ll target your competitors and the marketplace for people in similar positions, to see if anyone is interested in looking. Because the core function of an agency is recruiting, agency recruiters have the time to identify and reach out to passive candidates in a way that’s probably just not possible for your team.

Recruitment agencies can turn a month-long search into one that lasts just a few days. Knowing when and how to use them effectively can not only reduce the stress of recruiting, it can help you guarantee the right hire.

 

Have questions or feedback for this resource?

Do you want to subscribe to our newsletter and get more information that can help you hire the right people?

Email us at marketing@is2.ca