Having recently written a piece on how employer branding and candidate experience collide, I was interested to see this article written by Megan Biro in Forbes magazine. Covering the same topic, but with a slightly different angle it is well worth a read. Again, highlighting the importance of aligning these two essential topics it discusses the relationship that candidates will often have with a brand before they become an active job applicant.
It’s also interesting to read how often candidates state they already have some relationship with the employer prior to applying for a job. This can often be as a consumer as well as a job hunter. For the organisation this brand touch creates a high risk situation as a poor candidate experience can lead to damaging the overall brand.
Employer Brand and Candidate Experience: A Mighty Fine Line
What’s the difference between a great candidate experience and a deep, cohesive employer brand? Nothing. The two work hand in hand. One of the most powerful indicators is a stat from the latest Candidate Experience report, an annual pulse-taking on talent acquisition. The 2014 edition showed that 78.6% of job applicants made the decision to apply to an organization based on their own job search. Whatever they encounter on their own is what’s driving more than three-fourths of your candidates.
This may not be an appealing number to recruits: only 7.8% of job applicants say their decision was influenced by a recruiter. And if you’re a company that relies on employees to attract and refer similarly great talent, you may not be so smiley either: only 13.6% of job applicants said they applied due to an employee’s referral. But I’d beg (well, not really beg) to differ: the bottom line is that whatever you are putting out there as a company has an enormous influence. Certainly that means online, in web and social. The equation, extrapolated: your brand influences talent acquisition. Which also means that your brand influences the very future of your own organization.