Hiring the right people takes more than advertising, interviewing, and selecting. With jobs and consumer markets still in the realms of uncertainty, businesses are increasingly building a talent acquisition strategy, which outlines their needs for top talent and how they will attract that talent to work for them.
The turmoil of the last 18 months has meant that no sector can take its ability to recruit for granted. For example, the hospitality sector is currently reporting high rates of unfilled vacancies because workers are nervous about mingling with others in restaurants and hotels. And in other sectors such as fashion and luxury goods, there are reports of skills shortages such as analytics and digital operations to meet the increasing online-world demand caused by the pandemic.
How companies communicate their messages to prospective employees is a key component of persuading talented people to join them. The Chartered Institute of Personnel and Development reports that businesses use branding to compete in the labour market and increase workforce loyalty.
Its argument is that an effective employer brand reflects the employee experience by carrying out staff surveys, building a clear picture of what the company stands for and getting that information out via recruitment activities, social media and the corporate website.
Digital branding has become a key element of attracting the right talent. Good branding helps to match company and candidate values, which in turn improves the recruitment experience and the odds of a successful outcome. According to 2019 research by Glassdoor, 77% of respondents would consider a company's culture before applying for a job with them.
A successful employer branding strategy might cover the following elements:
Employer branding, however, is only one part of building a successful talent acquisition strategy. Where sectors experience candidate or skills shortages, companies are getting smarter at sourcing talent in different ways.
If candidate numbers are low, one response by companies is to prioritise behaviours, attitudes, and potential over skills within their recruitment activities. The reasoning behind this is that businesses will hire people who will contribute well to company culture and will invest in filling any skills gaps that they have.
Where there are overall skills shortages (particularly specialist skills), businesses are obviously competing for the attention of a small talent pool. This is where employer branding and talent acquisition come together to attract passive or hard to find candidates. Common tactics include:
If small and medium-sized businesses don't have the reach they need, specialist recruiters should have the networks and expertise to source a wider range of passive candidates to help drive forward an effective talent acquisition strategy.
Jaymes Byron Talent Partnerships raises the bar in Talent Acquisition. Empowering businesses to attract ideal talent by establishing and promoting a company’s brand and values.