Your company’s brand is essentially its reputation. And a positive reputation and brand identity can help your organization attract and retain quality employees.
Consider this: When seeking employment, 84% of applicants say a company’s reputation is a guiding factor. What’s more, an investment in branding can reduce employee turnover by 28%. Keep reading for three ways HR can represent your brand. Bonus—we include recruiting swag ideas.
- Recruitment: Your company culture is an integral part of your brand. Cultural fit is a top hiring consideration for 3 in 5 recruiters. It’s also a chief reason 1 in 4 employees gives for changing jobs. Be sure to keep your brand message consistent at every step of the recruitment process. When potential new hires are interested in working for your company, they’ll likely first check out your website and social pages. Treat these channels as recruitment vehicles. Post about team activities and events, employee achievements and milestones, and other fun things that show what it’s like to work at your company. You could even share employee videos that feature testimonials or “a day in the life” at your organization. At recruitment events, your booth should embody your brand. This includes the colours, textures and graphics displayed, the personalities of the staffers representing your company, and your choice of recruiting swag. Are you a techy company? Choose a duo charging cable and ear buds to reinforce your branding. An LED head lamp might be a great giveaway for a rugged, outdoorsy brand.
- Interviews: Match your interview approach to your brand for a consistent feel. Does a formal, structured interview complement your organization’s image? If your company is casual, you may find that a coffeehouse chat is a good fit. Or would something semi-structured, like a meet-and-greet followed by a presentation, be a better match? When your interview process mirrors your brand, recruits get a true feel for your company and how well they may fit within your organization. For interviewees further down the funnel, show your brand’s culture in action with an office tour or an invite to an employee lunch. Thank prospective hires for their time and effort with a branded HR giveaway, like a journal or tumbler.
- Onboarding: You’ve successfully recruited the newest member of your team—no doubt due to making a strong first impression during the interview and recruiting process. Make sure this impression lasts by offering onboarding that is consistent with your brand reputation. Efficient, streamlined processes equate to happy, engaged new employees. Offer an onboarding kit, complete with a USB drive containing all the necessary documents, policies and enrolment forms (plus an HR giveaway or two). Are you known for fun? Throw in a colourful jotter and Fidget Spinner Pen for notetaking. Is your brand more serious and sophisticated? A leather portfolio makes a nice addition.
Branding has a place in every step of the recruitment process—from finding potential new hires to interviewing to onboarding. Use these tips and recruiting swag ideas to share your company’s culture.