2015 Employer Branding Resolutions

Holland Dombeck McCue Culture, Driving Productivity, Employee Engagement, Employment Branding and Culture, Good HR, Holland Dombeck, HR & Marketing, Online Applications, Personal Brand, Recruiting, Social Media, Social Media and Talent, The HR Profession

It’s the first Monday in January and the first day back to work for corporate America after the holiday season. At this point in the year, you’ve already had 4 days to break your resolutions; but hey, who’s judging? It’s hard to make anything stick when you’re coming off a two-week bender of eggnog, relatives and glitter. But I digress… The first week back after the holidays marks the first official week of strategic planning for the quarter and the year ahead, so let’s pop the top on a 5-Hour and get to it.

According to the Recruiter Sentiment Survey by the MRINetwork, 83 percent of the recruiters surveyed claim that the power has shifted back to the candidate, meaning recruiting shops have their work cut out for them moving into 2015. One way to combat the shift is to resolve to focus on key improvements to your employment brand in the New Year, as a means to attract candidates from the jump.  If you’re still a little hazy from the eggnog, here are some ideas to get you started:

– Resolve to finally improve your job descriptions.

Your job descriptions are often the first thing a candidate sees when searching for a career, and therefore they should be the first thing you resolve to improve in 2015. They’re not only an extension of your employer brand, they are the leading vehicle to tell your story. You don’t need videos, or pictures, or anything gimmicky—99% of your competitors don’t have these things and candidates don’t expect you to, either; the ROI simply isn’t there for shops with limited man power. However, what you do need is command of the English language, attention to detail, and a compelling call to action. I find that the best job descriptions are 1 part painting the candidate in the role, 1 part brand story, and 1 part mastering Notepad and your ATS’s editing wizard.  If you feel the need to cheat on this resolution, you can always outsource

– Resolve to deconstruct your career site and let your metrics redefine the narrative.

Your career site is a top destination for any candidate researching your organization as a potential employer. One way you can help maximize their experience and highlight the facets of your employment brand they are most interested in learning more about is to marry your site analytics with your content layout.

Start by looking at your site’s traffic: What pages are your potential recruits entering on? What are the top viewed pages (benefits, career paths, etc.)? If you have rich media embedded, are they actually clicking the content? Or is text enough to tell your story?

Once you have an understanding of where potential candidates are spending their time and which areas are of most interest to them in performing research, take the time to refresh those pages with more detailed content. Additionally, reposition them at the top of your site’s navigation, in the footer navigation, and create linking between complimentary pages.

– Resolve to remove your jobs from an iFrame and step up your SEO game.

Hosting your job opportunities within an iFrame supplied by your ATS creates a barrier between search engines and your career listings. Typically jobs hosted within an iFrame on your site have bad URL structure, missing meta data and other goodies that fuel return algorithms. One way to increase visibility of your jobs on search engines is to partner with a 3rd party vendor like TalentBrew, or Recruting.com. There are many other vendors out there; find the one that works best for your need and budget.

– Resolve to equip your team with the right tools and technology so that they may easily represent your brand online.

76% of companies communicate their employer brand through social media—do you really need more explanation than that?

Happy Monday and welcome back to the grind, FOT Nation!

Holland Dombeck McCue

Holland Dombeck McCue is the former editor turned blogger here at Fistful of Talent. She plays in the employment branding and B2B marketing space and currently heads up Recruitment Marketing and Global Employment Branding for Delta Air Lines. So, it goes without saying that the opinions shared on FOT are hers and hers alone. She wishes it could go without saying, but hey, Legal runs a tight ship…