Following on from our recent blog ‘What is a Talent Brand (and why should you care)’ it’s time to get to grips with yours. You have established what a Talent Brand is, or at least what it means and why it’s important. Now it is time to get to grips with your own Talent Brand. What does it mean for you, what’s your reputation in the market? Are you an employer of choice in your industry, and on a local or even national or global scale?
It’s time to conduct your Talent Brand Audit
How do you do this? We’ve broken down the steps you need to take to get an honest view on how your employer brand is perceived. Be prepared, the results might make for uncomfortable reading, but at least you’ll have a clear, no bull (Nobul) base to build from.
- Reach out to candidates that weren’t successfully placed with you. You met at interview but either they weren’t hired, or they dropped out. What were their impressions of your business? Did their opinions change throughout the interview process from their initial perception, and if so, why?
- If you have recruitment partners, speak to them. Does your business have a reputation in the market that you need to know about? Recruiters talk, and they move between companies so if you have a poor reputation as a hiring company, they will know!
- Speak to your team. Your colleagues and current employees are the best people to ask about what it’s like to work at your company. What are the best bits, the downsides? Don’t wait for reviews to come out on Glassdoor. You should know the answers beforehand.
- Your careers page, do you have a dedicated area of your website to attract talent? Is it visible, appealing, and honest? Does it make it easy to apply to work with you? Outdated, clunky careers pages give your Talent Brand a poor reputation and create a barrier to people applying to work with you. We like this Job Page Grader tool which gives an honest review of your job page, looking for biases, positive language and more.
- Using the feedback from your careers page, see how this aligns with the type of people you want to attract. If your brand and imagery don’t match your employee audience (and remember, your employee audience can vary hugely from your customer audience), then potential talent will bounce straight off your site. Make sure your brand is being amplified in the right place, with the right message.
- Candidate experience is a huge buzzword in the recruitment sector. And rightly so. A poor candidate experience and journey mean you lose out on top talent. Track your potential candidates’ journey. If you have a careers page and/or a social media careers page, you can follow this easily down to a click. What happens at each stage? When was the last time you followed the process from start to finish to see how straightforward it is and if you are getting the right information across?
- If you are actively advertising your job vacancies, where are you doing this and what’s the quality of your job adverts? If they are on low traffic sites or poorly perceived job boards, again the only one who loses out here is you. The wording on your job adverts is crucial too – is it biased, clichéd, or misleading. Some ads use overly masculine or feminine words, some (and these are a pet peeve of ours), go for words like guru or wizard – just don’t do it! If in doubt, get some advice from professional job advert copywriters.
- And finally, at the end of a career process comes the exit interview. These are crucial to your talent brand. You need to find out truthfully and honestly why your employees are leaving. Is it because your competitors are offering something better, is your company culture making it difficult for colleagues to develop? Some people might be reluctant to share whilst others will come in all guns blazing for the exit interview. Ideally, they should be carried out by someone impartial who can ask questions, document answers, and listen.
Let the results incubate
Once you have conducted your Talent Brand audit and collected some data, let that incubate. If the answers are not positive, it’s easy to be defensive or react emotionally, when really you need to be taking action. In the same vein, if all is well, you might sit back basking in the thought of potential new hires coming to knock down your door – when in reality you need to consolidate your position and keep improving.