The attention to and investment in employer branding as part of an organization’s comprehensive strategy to attract and retain talent is essential to realizing recruiting success. According to LinkedIn, the vast majority of enterprise talent acquisition teams remain committed to their investment, too, as “63% of talent professionals expect their employer branding budget to increase or stay the same.”
Like any strategic talent attraction initiative, employer brand development done right requires major resources. From extensive primary research and employer value proposition (EVP) articulation to highly-produced employee videos and social campaigns that bring to life what makes working at the organization great, the costs are significant.
And yet, many companies embark on an employer branding initiative while forgetting to ask one of the most relevant questions: Is our team using our recruiting technology in ways that actually help our organization’s employer brand ROI by ensuring exceptional candidate experiences?
Map Your TA Tech Stack’s Capabilities to the Candidate Journey
The disconnect occurs when companies forget that every single candidate journey touchpoint is an opportunity to reinforce the strength of your employer brand and, conversely, avoid the negative impacts associated with candidate resentment due to poor recruiting experiences. Because technology supports all aspects of the hiring process, this covers a broad range of interactions, from the prospective employees visiting your career site to those who complete an online application and participate in video interviews—each activity represents an opportunity to align your talent acquisition technology to the candidate journey and ensure consistently positive experiences for all.
Wondering where to start? A good place to begin is by mapping your talent acquisition technology’s capabilities to the candidate journey along four distinct phases: Consider, Apply, Interview and Offer.
Consider: Connecting Candidates to the Right Opportunities
During the Consider phase, candidates undertake a broad range of activities (e.g., visiting employer career sites to search current openings and learn about the culture, reading online reviews, and joining the company’s Talent CRM). As such, the tech emphasis should be on providing prospective candidates with solutions and applications that link them to the right opportunities while improving communication and facilitating connection.
Apply: Streamlining the Process While Keeping Candidates Informed
In this phase, candidates invest considerable time completing online applications. Unfortunately, they also spend a lot of time waiting for status updates from employers, often wondering if their resume has even been reviewed by a recruiter. Make their experience better by implementing applicant tracking system (ATS) functionality that streamlines the application process and, most importantly, keep them informed of their application status.
Yes, it’s a lot to think through in terms of process, but all of these capabilities are essential to the success of an organization’s recruiting function. Plus, we’re halfway there! Stay tuned for my Part II post, where I’ll delve into the Interview and Accept phases of the candidate journey.
What else can talent acquisition do to further the organization’s employer brand? Adopt a next-gen Talent CRM—one that leverages automation to put actionable lists of qualified, interested and available candidates in the hands of recruiters. Get all the details in our recent Talent CRM insights brief.
This content was originally published here.