Remember the Pepsi Challenge back in the eighties? It saw members of the public taking part in a blind taste test, comparing Pepsi to Coca Cola. Even though Pepsi generally won on taste, Coke continued to win the cola wars – and it still dominates the soft drinks market today. After all, do you know anyone that drinks Pepsi?
The fact is, people don’t just buy Coke for the taste, they buy it for what the soda represents. Buy a can of Coke and you’re not just getting ice-cold refreshment, you’re getting fun, happiness and optimism. It’s all about branding – and Coke has the far stronger brand.
Employer branding wields the same power when attracting new recruits. Just as consumers buy into a product they connect with, job seekers are more likely to apply for a job where a company has a strong brand image that they can relate to and trust – or aspire to be a part of.
According to recent research by Madgex, job seekers spend up to two hours per we.... They want to understand the culture of a company and get a real feel for what it’s like to work there before filling in an application form.
That’s a potential 120 minutes with a captive audience that could – and should – be spent on your job board. But you will only hold job seekers’ attention if employers and recruiters understand how to make the most of their job post.
A job board provides the perfect opportunity to showcase what an employer can offer new recruits and, with the right tools, it can be an extension of their brand. Chances are they spent thousands curating their employer brand, but if they are not utilising the add-ons available on a job board they are missing a trick.
If an advert doesn‘t create an instant impact, job seekers will quickly move onto the next job – particularly if it’s with a company they haven’t seen before.
As a job board owner it is your responsibility to educate recruiters as to how they can flaunt their employer brand. Get this right, and they’re on their way to winning the recruitment war.
So how can you help employers make an impact when recruiting?
The first thing job board owners need to establish is whether their customers have an employer brand. If not, why not? A company won’t attract the right applicants if they’re not clear about what they offer.
According to Helen Rosethorn, author of The Employer Brand: Keeping Faith with the Deal, job seekers want to know what they are buying into. However, she warns branding shouldn’t be used as a fast fix to freshen up recruitment advertising.
“Your own people are the biggest consumers of your employer value proposition and employers will be found wanting if they create something just for a recruitment fix,” she states. “Employer branding is not a project, it’s a way of business life. It needs to be something that supports the whole organisation, because it’s cultural.”
There are three crucial steps to building an employer brand:
Advise your clients to follow a few simple rules when writing a job post, to ensure every advert on your job board works hard for its money:
Madgex’s platform offers a plethora of upsells for job boards, so encourage your employers to utilise them to big up their brand.
Ultimately employers and recruiters want to fill their jobs, as swiftly and easily as possible – so offer them quick, effective solutions. Job done.
If you would like to find out more about the extensive sales inventory available on the Madgex job board platform, contact us today to speak with a member of our team.