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Three Ways to Prevent Negative Brand Image During Recruitment

By HR Tech Outlook | Wednesday, December 30, 2020

Creating, sharing, and showcasing employee value proposition (EVP) on social media, your work website, and the whole recruiting process is key to attracting high-quality talent who wants to work for you.

Fremont, CA: A good employer brand attracts high-quality talent and invests in passive and active job-seekers. Given the emphasis on the strategic value of workplace branding, many leaders agree that this is an area of growth. Bad recruiting experience has the potential to harm both your employer brand and your customer brand.

Here are three tips to prevent negative brand image when recruiting:

Create a Seamless Technology Experience

Mobile-optimized career pages, auto-filling functionality for work applications, online training and evaluation, machine learning algorithms that cater to the candidate’s needs, and personalized, automated communications are becoming popular. Video interviews allow candidates the versatility to record or perform interviews at a time and location that matches them.

Chatbots and virtual assistants not only offer high-touch customer service to applicants, they save recruiters from “busy work” to answer the same questions repeatedly. In addition to eliminating crucial roadblocks, chatbots are also a favored platform for candidates when posing important questions, such as wage expectations.

Build a Genuine Employer Brand

Creating, sharing, and showcasing employee value proposition (EVP) on social media, your work website, and the whole recruiting process is key to attracting high-quality talent who wants to work for you. Candidates want the opportunity to recognize or “preview” a day in the life of your company. Be diligent in sharing employees’ perspectives on your job portal and online, and inspire employees to do the same. Storytelling is a powerful way to connect, so tell your stories-coach and build employee advocates to share stories that represent your employer brand, highlight the PPE, and your company’s culture.

A well-crafted TEU generates a win-win, where both candidates and businesses find the best match. Misalignment between what is “sold” in the recruiting process and the reality of the job leads to attrition and harm to the employer brand.

The Employer Brand and Consumer Brand are Intertwined

With companies moving to remote often recruiting for the first time, recruiters and hiring managers need to reassess how they interact with applicants through an online lens. A seamless and customized recruitment experience leaves a permanent positive impression of your company. This not only increases the probability of successful recruitment but also promotes loyalty and advocacy for your brand, even among candidates whose recruitment journey does not progress to a job offer.