How Do You Market Your Employer Brand? Your Best EVP is a Great Candidate Experience If you’re looking to impress the best talent in the market, start by conveying your employee value propositions during that first encounter – recruitment By Rachel Ranosa
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uch of the discourse on employer branding today revolves around enhancing life at work for a company’s existing workforce. While employee retention is key to business success, the larger conversation around talent management is also changing. Right now, millions of workers all over the world are out in the market searching for better career opportunities. Talks of a great employee experience, therefore, cannot ignore how employee value propositions (EVPs) are being communicated to jobseekers. The most effective time to market your brand to a wider community is in that first encounter between employers and potential hires. That is, during recruitment. A recent study by People Matters found that – for 76% of respondents – the idea of a great employer brand | April 2022
is predicated on a frictionless candidate journey. This depends, of course, on how well employer brand values are presented in these early touchpoints, from job listings to initial interviews. When a candidate comes across a job advertisement for the first time, or takes part in a screening interview, they aren’t just checking whether they match the role – they’re also assessing the company culture by way of the employer brand. That’s why it’s vital for employers to consider their recruitment process as one of the pillars of their EVP programme. People Matters interviewed employers in Asia who value the recruitment process as part of a stellar EVP. Here are the strategies they shared.
Our recruitment touchpoints serve as a feedback mechanism
Amarpreet Kaur Ahuja, Country HR Director, India, at AstraZeneca, talked about the need for a carefully structured process to maximise candidate experience: “We prioritise transparency in all our engagements, whether it is with our employees or candidates. That aside, the entire recruitment process is a well-structured approach supported by candidate- and business-focused content; a panel of interviewers based on our principle of Learning & Development; our constant endeavour to collect feedback from candidates and, more importantly, to implement their feedback; and, lastly, ensuring leadership connect in the process of offering a comprehensive and top-notch experience. “Once onboarded, new employees are part of a well-defined orientation
We prioritise transparency in all our engagements, whether it is with our employees or candidates
