Jobseekers today are more strategic while making critical career decisions and rely stanchly on an employer’s reputation aka “Employer’s Brand”. So, It is not a surprise why organizations have become hyper aware of their employer brand.
In fact according to a Glassdoor report it has been found that, even if unemployed, 69% of jobseekers would not accept an offer from a company which does not have a good reputation.
With the advent of social media’s use in online recruitment, businesses have virtually pulled back the curtain on how well they are operating as employers instead of just simple consumer brands. However, employer branding has much more involved than just sending out creative social media posts about your companywide yoga class or an office pet.
There are many strategies that can help you improve your employer brand, and adopting an applicant tracking system (ATS) is one among them.
The Concept of Employer Branding
It is easy to think that employer branding only covers what is being said in your social media posts and what exactly your employees are saying about your company on online media. However, it is very important to remember that views of jobseekers can also impact your employer brand. To convey it in simpler terms “candidate experience” and “employer brand” go hand-in-hand.
A 2017 Career Builder survey established that four out of five candidates said that their overall candidate experience with a company was an indicator of how the company values its employees. Based on their views, the study broke down their subjects candidate experience into five stages:
- Orientation – the primary stage, where the candidate evaluates both the job market and themselves and evaluate the opportunities available.
- Consideration – Here, the candidate takes a deeper consideration about the particular company and its culture.
- Action – During this action stage, a candidate starts applying to jobs and continuously researches companies to prepare for interviews
- Engagement – This stage happens when candidates and potential employers are interacting with one another through interviews, hiring updates and job offers.
- Post-acceptance/Onboarding – This stage can include employment screening, learning expectations from your new manager, and any other communication between accepting an offer and the first day of work.
Of the candidates surveyed, over half said the action and engagement stages are what hurt their experience the most.
From the employer’s side, this can be affected by:
- Ease of finding information on a company’s mission, values, benefits and culture
- Clarity of the expectations for the open role
- Complexity of the application process
- Frequency of communication about the hiring process and expectations
- Ease of understanding the company’s mission and values
- A well-thought out onboarding process
Jobseekers believe they should receive the same respect and accountability that their current employees gives them. However, if you oblige, chances are you will boost your employer brand significantly. But with so many areas to consider, how can you keep up with it all?
Using an applicant tracking system can help you organize your employer branding efforts.
How an ATS boosts your employer brand
As the name indicates, applicant tracking systems track, rank and store potential candidate information. However, modern ATSs also includes many features that can help you improve candidates’ experience and maintain your employer brand. Here’s a list of four features to dig into:
Customizable Career Site or Applicant Portal
As per CareerBuilder’s 2017 survey, 89% of jobseekers turn to an employer’s career site for key information. Being able to customize a career site or applicant portal with your logo, color schemes and unique fonts will allow you to keep your brand consistent across your website, ATS and social media channels. A branded site or portal is also a great opportunity to showcase the information candidates find most helpful when making career decisions, which includes:
- The company’s culture and values
- Any fun perks or benefits offered
- The mission and long-term vision of the business
Sixty percent of applicants bail on an online application if it’s too complex to finish. Making applicants feel like they must jump through hoops to be considered typically gives them negative feelings toward the organization. On top of that, more qualified candidates will simply take their skills elsewhere.
Social integration within your ATS offers candidates a simpler, more attractive application process through the social media. This allows jobseekers to act in the right away instead of filling out lengthy application forms. It also makes it easier for companies to cross-post job descriptions and reach a wider range of top talent, building their brand awareness either locally or globally.
Not hearing back from potential employers and undefined communication expectations are two of the biggest frustrations for jobseekers. In fact, CareerBuilder found that 81% of jobseekers say their experience would greatly improve if employers continuously gave them status updates.
With an ATS, you can set up automated notifications for the different stages of your hiring cycle so none of the candidates feel like they’re left in the dark. Many ATSs can also create trigger notifications or schedule reminders so your recruitment team doesn’t miss sending out an update.
Two out of five jobseekers told CareerBuilder they’ve received little or no communication from a new employer between accepting the job and their first day at work. This can give new hires a sense of uneasiness and confusion, which can negatively impact your reputation as an employer.
Whether creating and sending a list of key resources to a new hire or pinpointing problem areas in your process, ATSs often have various checklists, templates and reports to help you organize, streamline and evaluate onboarding tasks
The Positive Effect
Your employer brand isn’t only affected by what your employees are saying about you – it covers how you treat potential job candidates, too.
By using an ATS to automate and streamline your hiring process, you can easily improve your candidate experience, which will boost your reputation as an employer and your ability to attract top talent.