Enhance your Employer Brand
We’ve all heard of company branding for your customers, but what about your Employer Brand? Your Employer Brand is two fold – your reputation as an employee according to past, present and potential employees and how your company communicates its unique offering to the potential candidate.
Recruitment isn’t getting any easier
We are all aware of the ongoing challenge of recruiting and retaining experienced, skilled and enthusiastic hospitality employees. The recruitment landscape was already proving difficult pre-Covid but since hospitality re-opened in May 2021 everything got a whole lot worse. How many adverts have you posted for vacant positions which receive limited applicants, small numbers agreeing to interviews, only to have no one turn up on the day?
It's easy to blame the applicants and to lament the difficulty in recruiting but are you and your company doing everything you can to attract the talent? Are you telling the story of your company culture, what your company offers candidates, in addition to salary (if you have even listed it) and what your company vision is so potential employees can align their goals with yours?
How can you stand out?
In the current recruitment landscape, it is imperative that your Employer Brand must be unique enough to stand out in the marketplace and to stimulate the desire of the prospective candidate to want to work for the company. Your Employer Brand also applies to your current teams. How do you communicate with your existing employees? Is it the odd chat or conversation when something goes wrong or is it positive messaging, outlining company goals and plans for the future, which can help get employees motivated and enthused?
By improving your Employer Brand you can attract quality candidates, retain current team members and create a more motivated and performance focused workforce.
Top tips for improving your Employer Brand in 2023:
Tell your story - Create a careers section on your website, outlining why your company is unique and why employees should work for you. Include information about current employees – let them tell the good news story
Take a fresh look at your job adverts - Job adverts are not job descriptions – they are your opportunity to tell someone why they would want to go to the effort of applying for your position. Be honest - be clear on the hours, rate of pay and rewards. Always start with ‘what in it for you’ vs ‘what we need you to do’. The advert is the hook, you can make sure you have the right candidate later in the process
Create and deliver a good, if not great onboarding experience for ALL new candidates. If a new employee feels valued from the start they will deliver for you, from the start and there is a higher likelihood that they will stay with you
Include employee stories and information about employee events and celebrations in your marketing plans. Customers like to know that you treat your people well.
Consider becoming a ‘Great Place to Work’ - more details here https://www.greatplacetowork.co.uk
Here’s a couple of companies that do it well:
https://www.doylecollection.com/careers Doyle Collection
Marriott https://careers.marriott.com/en-GB/
