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Many star employees are probably ready to leave their companies. Is your business prepared to attract them?
Employees have become consumers of the workplace. They’ll shop around for the organizations and roles that both meet their needs and align with their values.
Can your current recruiting and hiring process compete with the top employers for top talent?
Fifty-four percent of employees say now is a “good time” to find a quality job. This marks the first time a majority has said this since Gallup began tracking the question in 2001. What’s more, 51% of workers overall — and 60% of millennials — are considering new employment opportunities.
But companies are doing a poor job of wooing them.
Hoping to attract star employees, companies post job ads with tantalizing perks — boasting about their exciting opportunities, competitive compensation and flexible environments.
The trouble is, today’s job seekers — particularly job-hopping millennials — want things that aren’t conveyed in typical job postings. They seek companies that feed their desire for meaning and purpose — and run-of-the-mill job ads and career websites rarely differentiate companies or showcase purpose-centric cultures.
One solution to this problem lies in addressing the disconnect between internal and external branding practices. For many organizations, external branding focuses on conveying brand promises to customers only. Employer branding, on the other hand, is often an HR-led endeavor that treats job seekers more like existing employees than an external audience.
As a result, many companies often communicate compelling brand promises to consumers but fall short of wooing one of the most important groups of customers: the best job candidates.
To remedy this problem, organizations need to promote “employer brand promises.” This is because job seekers are both rationally and emotionally motivated. They think not only about things like pay and benefits but also about the organization’s purpose and relationships with supportive managers and coworkers. Companies can most effectively communicate employer brand promises by providing emotional interactions and experiences for potential hires.
Check out our advanced employer branding features for your job ads.
First Impressions to Star Employees Are Critical
First, leaders need to understand that many prospective employees have already had some sort of interaction with a company before they even consider applying for a job there. For example, an interaction with an appealing product or service, an online review or a referral from a friend may spark a candidate’s interest. In these moments workers open up to new information and expectations — setting their sights on a company as a potentially great place to work.
These first impressions may seem trivial, but they’re actually powerful opportunities to reinforce employer brand promises, and they often determine whether talented candidates will seek more information about that company.
Just as car shoppers kick tires, job seekers closely inspect companies — conducting online research, reading reviews and asking friends for their opinions. These prospective employees picture themselves working for various companies and imagine how each company might fulfill their need for meaning and purpose.