Your company’s brand has a direct impact on the quality of candidates you’ll attract when looking for employees, says Chantal Brine, consultant and lead at One NS Desk, a youth employment project launched by the Venor Search Group recruitment fi rm in Halifax. “Companies need to actively work on branding to attract the best employees. Potential candidates, whether passive or active, are paying attention to those things.”
The easiest, and often the most eff ective way to work on branding is to use social media. “The first impressions people get about a company are often online,” says Brine. While all social media and websites play a role, Brine says Twitter and LinkedIn are currently two of the best places for organizations to promote themselves. They’re real-time tools that can make a diff erence, but can’t be left static, she warns. There must be regular updates, and not just formal postings from company spokespeople. Job seekers want to see stories and updates from employees because these are things they can relate to. If employees are sharing positive experiences, then candidates are going to be more receptive to working for that company. “Today’s employees are not just looking for a job, they’re looking for purpose. They want to work for a company with meaning, one that has a cause, a reason for doing what they’re doing.” A good strategy would be for a company to post about charities, community events, and programs they support. People are attracted to an employer who supports the same causes they do, says Brine.
But it needs to be more than the right words on a website. Companies have to live by what they say they value. That’s why top employer awards and certifi cates can play a major role in attracting talent. “That’s immediate, verifi able recognition,” she says. It makes a recruiter’s job easier when seeking employees because such honours “are a good selling point. It’s not just us saying the company is great, an independent body has said they are. It’s tangible criteria you can tap into when searching for employees.” —Cathi Stevenson