Employer image to support recruitment

A sense of accomplishment in recruitment can come from the fact that a job advertisement has attracted many applications. However, in a tightening labour market, this will not go far if there are no suitable candidates among the applications. Desirable and skilled workers may even be able to pick the most attractive companies, while some organisations struggle to find qualified employees.

A good employer brand is a clear competitive advantage in recruitment situations as well as in various change situations. Investing in employer branding over the long term helps companies to present themselves as a potential and attractive work organisation and to attract employees to the workplace. This is a winning card for many employers now and in the future.

What is the employer image?

Employer image is the perception of a company as an employer by employees and potential job seekers. The employer image is a subjective and personal perception, influenced by a person’s own values, attitudes and knowledge of organisations.

The employer image is particularly important for potential employees, as it provides a potential window into the daily life, practices and values of the organisation.

Every company conveys an image of itself without employer branding activities. For some employees, the message and image of  a company may come from a friend’s recommendation or a recruitment experience, for example. But employer branding should not be based on positive experiences or testimonials alone – a strategic vision and marketing tools are needed to strengthen attractiveness.

However, there are no shortcuts to building an image, let alone changing it, and it takes time. All in all, investing in employer image is an excellent investment, whatever the company and whatever its situation. An organisation’s brand image will be significantly strengthened through sustained effort and development.

 

Employer image in the recruitment process

Developing an employer image in the recruitment process requires planning and consistent communication.

Target group

As with all communication, the employer image is intended to have an impact on a specific target group. In measuring employer image, it is important to identify, for example, an ideal employee profile that sets the boundaries of who you really want to influence. Setting too broad a target group can cause difficulties later on, as it is impossible to please everyone. It may also lead to vague communication that fails to generate interest.

Setting clear criteria for roles helps to target communications correctly and to highlight the opportunities that the company can offer to the target group you want to reach. When designing a job advertisement, it is worth considering what kind of employee is being sought and what they are expected to bring to the organisation. By setting clear criteria, it is possible to target the communication and opportunities offered by the company with the right sales pitch to the right profile, in the right channel.

Role and company presentation as first contact

A job advertisement, or in direct search a role and company presentation, can be the first contact between jobseekers and the company. It is an opportunity to arouse interest and give a positive first impression of both the company and the job. So explain your organisation’s activities, values, culture and future plans.

The job description in the advertisement should be informative and attractive. It should clearly highlight the attractiveness of the job, the team, the environment and other factors that contribute to the attractiveness of your organisation. The opportunities offered by the job should be clearly communicated, including the learning and growth opportunities the job offers.

The organisation can also consider what other aspects communicate your company as an employer. For example, does salary transparency reflect the openness in your organisation? Or what are the remote working opportunities offered by your company and how are they perceived?

Recruitment process and communication

Experience in the recruitment process can have a significant impact on the employer’s image. Clear and smooth processes and active communication with candidates show that the company values and respects them. Active communication demonstrates commitment to the candidate and ensures that everyone is kept up to date with the progress and steps of the process.

The candidate experience and the different stages of the recruitment process give the candidate first contact with the culture, practices and communication style of the company. It is therefore worth bearing this in mind during interviews and possible assignments. By ensuring a positive candidate experience during the recruitment process, the company creates a good image of itself even for those candidates who would not be selected in the end.

Ask for feedback

Organisations can gain valuable insights into their employer image by asking current employees and potential candidates for feedback.  Feedback rounds, surveys and discussion sessions can help to understand how the employer image of the company is perceived and what improvements are needed. This interaction builds trust and shows that the company cares about the opinions of current and future employees.

Contributing to an employer image is always an investment

Investing in employer image is a great investment, regardless of the company. The end result is a memorable and unique brand image for your organisation that will serve as a driving force well into the future.

If your organisation needs help communicating its employer image, contact us. We will target your job advertisement to the appropriate audience according to your criteria, in the right channels, with quality and reliability.

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Mikko Savusalo
040 820 2159
mikko.savusalo[at]avila.fi

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