Presenting your brand correctly throughout the recruitment process

Everyone knows the importance of a strong brand identity in creating a ‘bond’ between the organisation and its stakeholders.

So when it comes to recruitment, how your brand is presented to prospective candidates is essential, to ensure you attract the right people. Your brand isn’t just the logo it is about the culture of the organisation and finding people that share these values and will fit within the business.

Can you articulate you brand values?

You may be able to give the 30 second elevator pitch about what your company does, but can you do the same when talking about what it stands for and believes in? The brand values, cultural, environmental and dynamic nuances of an organisation can sometimes be subtle, other times striking and they can vary greatly, even between businesses operating in the same field.

Being able to articulate your brand clearly and concisely, either directly with a candidate, or with your recruiter is an invaluable skill in helping to identify and attract the right people with the right skills and the right attitude to succeed.  On paper, an engineer or project manager may have all of the prerequisite ‘tools’ to do the job, but if they are not ideally suited to the unique conditions of the organisation, they may find it a challenge to adapt, integrate and perform to their best ability.

Challenging brand perceptions

You may be confident that you have a strong brand in your respective market and that it is well regarded and your values are well understood, but it is often the case that there is a disconnect between perception and reality. Some people may not apply for a position based on the misguided belief that the company isn’t right for them. Of course, there are instances where this will be the case but it is here that skilled recruiter can really help to challenge and alter these perceptions.

The key is to understand that a recruiter is as much a brand ambassador as it is a personnel provider, and there are simple things you can do to help make sure that they represent your brand truly.

Getting your recruiter on site and on message

You may feel that your office or site isn’t much to look at, or quite why a recruiter would want to come and experience your daily routine, but you should invite and welcome them in to your organisation as early in the process as possible. You will be amazed at how it can transform not only the client/recruiter working experience but also the results. 

On site visits are a sure-fire way to ensure that your recruiter ‘gets’ your brand and is not only able but eager to convey it enthusiastically to prospective candidates, and at the same time gauge whether said candidates will ‘get’ your organisation. As a result, organisations are presented with a smaller number of the right type of person, making the CV sifting, interviewing and on-boarding process far smoother and hopefully quicker.

Recruitment is about relationships – Face not phone

As recruiters we appreciate that we are doing more than placing people in jobs. We are helping individuals to change their lives and that of their family, and we take this responsibility very seriously indeed. It is also what gives us our greatest sense of satisfaction. 

Whilst it is true that the telephone has notoriously been the recruiter’s best friend, email, instant messaging and Skype etc. have all made it much easier to keep engaged. However, we cannot think of a better way to represent the brand of the organisations we represent than meeting as many candidates as possible in person. In truth, we like nothing more than getting away from our desks, jumping in the car, or getting on the train, and being out and about, meeting with the people and businesses whose lives we are trying to help transform for the better.

So, as with our clients we look for every opportunity to be in the same room as our candidates. Whether it is over a coffee to discuss career goals, ambitions and next steps. Or, being a reassuring and familiar face before the walk in to the interview room, and a trusted confidant to talk to after the interview. This level of care and attention is what creates a positive or negative brand experience, whether the candidate is successful or not.

Brand advocacy in unsuccessful candidates

What should not be underestimated is the voice of those candidates that are not right for the role or the organisation. How they are treated throughout the process will have a lasting impact on how they view the brand and what they convey to their peers. The level of trust the candidate places in the recruiter is vital in their decision to accept or reject the offer, and in understanding why they were not right for the position.

Finally, your brand is precise but is also fragile. Working with a recruiter that really understands what you stand for is in many respects as important as their ability to understand the market and match skill-sets to positions.