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Employer brand

Employer Brand Doesn't Just Apply to Your Clients

Clare Hopping

Employer Brand Doesn't Just Apply to Your Clients

innocent-drks_2062162cA well-established employer brand is a vital component of any successful recruitment process. Here’s how to create and maintain one.

Today, it’s more difficult than ever for recruitment companies to maintain their brand identity. The challenge? Agencies are representing a wide range of clients and losing themselves in the process.

At the same time, according to HR Magazine, “No amount of money could tempt half of UK workers (53%) to consider taking a role at a company with a poor employer brand.” In other words, a strong client brand is crucial to attracting the best-suited candidates, and agencies are pulled in too many directions to commit to just one.

But can the branding of clients and the agency itself coexist? Absolutely, as long as you plan well. LaunchPad Recruits has achieved this ideal synergy, proving to our clients that we can effectively represent them while keeping their own brand relevant. Here are some tips to help you do the same.

Keeping Employer Brand Consistent

A long, ornate hedge.When it comes to maintaining a brand for your clients and for your recruitment agency, consistency is key. Undercover Recruiter discusses the importance of relating the same information across all platforms, both internally and externally. Effective communication between a brand and job seekers increases the likelihood that a potential employee will accept a position once it’s been offered.

How have we maintained this level of consistency? LaunchPad upholds the philosophy that decreasing the time spent in interview rooms increases an employer’s return on investment. This idea permeates the business across all platforms, and especially our video interview service, which allows employers to scan interviews at their leisure. On the flipside, brands can maintain their image through the curated video interviews LaunchPad’s platform affords.

Focussing Employer Brand on the Team

Since your business is composed of an entire community of employees, you have to ensure that the group has a shared understanding of your employer brand. In short, never assume that you and your co-workers are on the same page – over-communication is by no means a threat to your success.

Help instill a clear sense of your agency’s brand in the minds of your employees by reinforcing it through various mediums – emails, meetings, documents, and the like. The more solidified their sense of what your company actually is, the more effectively they can convey your brand when dealing with clients.

Smart Employer Branding

It may go without saying, but in order to successfully maintain your recruitment company’s brand, you have to start with a smart one. This means that, as much as possible, your branding messages must resonate directly with your client base. The better you understand your target demographic, the more your brand will play into their hands and align with company goals. Don’t seek to perpetuate your brand until you feel completely confident in the effectiveness of its direction.

(Image credits: Flazingo Photos/flickr; Wikimedia)

Clare Hopping

Clare Hopping has been involved in the recruitment of both full-time employees and freelance staff for ten years. She specialises in recruiting staff via social media and digital platforms.