Employer brand building through selection
21/10/2009, Author: Alan Redman
Many recruitment processes completely fail to differentiate the employer from its competitors in the recruitment market. We've found this tends to be the result of 3 factors:
1. Brand building focus stops when the candidate leaves the careers site. Many very well designed and thoughtful jobs sites do a great job of attracting candidates to the employer brand, but little thought is given to the contribution of the selection process that follows to the brand
2. Over-use of widely used selection methods. If an employer is using i-Grasp along with SHL tests they shouldn't be surprised if candidates are switched off by the sameness - they are the market leading providers. But this results in many selection processes looking and feeling as generic as our high streets.
3. A one-way view of selection. Recruiters can focus on the information they need to gather from candidates. They ignore the information that a selection process communicates to candidates, which lead them to make self-selection decisions. Any selection tool is an opportunity for the employer to differentiate itself through the messages the tool conveys.
So what are the solutions?
1. Regard the careers site and selection process as integrated elements in seamless candidate journey. This journey should communicate and reinforce the brand at all points.
2. Choose selection methods that communicate the demands of the job, the values of the employer, the key elements of the brand. If you're building a volume recruitment process consider a bespoke approach rather then relying on off-the-shelf materials. Avoid the assessments used by your recruitment competitors.
3. Make sure your selection process empowers the candidate to make decisions about the fit between themselves and the employer brand and the demands of the job. Remember to communicate both the positives and realistic elements of the role.
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