The ‘branding’ in employer branding might confuse you. Because employer branding only has to do with marketing, right? Not anymore. Nowadays, employer branding also plays an important role in talent acquisition and recruitment. Social media, career review sites and the internet in general are responsible for this. Jobseekers can easily find information about the companies they’re considering applying at. You can probably guess what happens if you have a negative reputation online? Jobseekers will refrain from applying. This is where employer branding comes in. You need to build a strong employer brand if you want to become a company everybody wants to work for.
What is employer branding?
Employer branding is a company’s reputation as an employer. And it says something about what you have to offer to employees. Have you succeeded in building a strong employer brand? Then it will be easier for you to attract talented employees. And it will be easier keep the ones who already work for you. They are less likely to leave when you have a solid reputation.
To build a good reputation, you need to establish company values and a positive work culture. The personality of your company needs to align with the aspirations of talented candidates. Employees need to know what unique set of benefits you offer in return for their skills, capabilities and experience.
Why does an employer brand matter for talent acquisition and recruitment?
There are two reasons why a strong employer brand is especially important for talent acquisition and recruitment:
- You’ll receive more applications from talented candidates
A strong employer brand means you have a solid reputation. And 95% of jobseekers consider the reputation of a company important when exploring career opportunities. What’s more, 69% of jobseekers say they won’t apply if a company has a negative reputation. So, the better your reputation, the more applications you’ll receive.
Things with a good reputation sell themselves. This applies to your job ads as well. Do talented candidates want to work for you because you have a strong employer brand? Then you don’t need to spend money to promote your job ads. Or to search for candidates yourself.
Textmetrics and employer branding
Building a strong employer brand requires work on all your written communication. The Textmetrics platform can be of big help here. The platform analyzes all the content you publish. It then provides you with real-time suggestions when you deviate too far from your brand identity. This way, you’ll know that all written content is consistent with your employer brand. Delivering maximum impact on the talented candidates you want to reach.
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Diversity and inclusion are more important than ever. Not only because being a diverse and inclusive company is the right thing to do. Also, because diversity plays an essential role in the profitability of a company. And because the qualified candidates you want to attract value a diverse and inclusive workplace.
To attract candidates from different backgrounds, everyone needs to be able to understand your job ads. That is not as straightforward as it might sound. Because did you know that a lot of people have difficulty reading? Research in England has shown that 1 out of 8 job ads are too difficult for most people to understand. A real problem. Because if people don’t understand something, they don’t read it. And they won’t apply, either.
What you need are job ads that are written at language level B1.
Language level B1
In Europe, the CEFR specifies three language levels: A, B and C. These are divided into two sublevels: 1 and 2. Language level C2 is the highest (most difficult to understand) and A1 is the lowest (easiest to understand). The language level that the majority of the population (60%) are able to read and understand is B1. Do you want as many people as possible to understand your job descriptions? Then you need to write them at a B1 level.
3 ways to increase the readability of your job ads
Chances are that the language you use in your job ads is too complex for most people to understand. And that’s a shame. Because due to this, a big part of your target candidate pool won’t apply for your jobs. What you need to do is increase the readability by writing at language level B1. This is how you keep it simple:
- Reduce the length of words and sentences to 15 to 20 words per sentence.
- Write in an active tone of voice instead of a passive one.
- Use “you” instead of “the candidate” and “we” instead of “the company.”
By writing at language level B1, most people will be able to fully understand the requirements of the job.
Language level B1 and Textmetrics
The importance of job ads written at language level B1 is clear. It’s necessary to reach your entire target group. And that’s essential if you want to reach your diversity and inclusion goals. To write at language level B1, you can follow the tips and tricks above. But it’s easier to use the Textmetrics platform. It uses AI algorithms to assess the readability of your job description. And it then gives you suggestions to reach the desired B1 level. This is as easy as it sounds. Before you know it, a diverse range of people will be applying to your job ads.
How diverse is your workforce? Have you reached your diversity and inclusion goals yet? Or has it proved to be quite challenging? Perhaps you’re struggling with hiring candidates of all ages. Then you’re definitely not the only one. Ageism is the most common form of employment discrimination. We’re not saying that recruiters discriminate on purpose. Age bias often happens unintentionally. And it’s mostly older people who struggle when they are trying to find a new job. It’s a real shame because older people actually have a lot to offer. They are often strong candidates with a lot of experience and skills.
Age bias limits the candidate pool
When there is age bias in your job descriptions, people of certain ages will refrain from applying. This dramatically limits your candidate pool. And you’ll miss out on a lot of strong candidates. Especially when the age bias discourages older people from applying. This is the fastest-growing group of jobseekers. And they have tons of experience to bring to your company. There are bound to be strong candidates in this group. Did you know that older employees are actually more open to change than Millennials are? And that they are very innovative as well? You don’t want to miss out on that, right?
Age bias prevents teams from becoming diverse
Diverse teams are more innovative and creative. Because people differ in terms of age, gender and race, they come up with different ideas. And they bring different perspectives to the table. Just think of the experience older people bring to the table. And the knowledge of recent technologies young people has to offer. When combined, your company can really benefit from these strengths. Without age diversity, everyone is thinking in exactly the same way. That is far from ideal when approaching issues, solving problems and creating products.
How Textmetrics can prevent age bias in recruitment
The solution to age bias lies in the recruitment process. It begins with writing job descriptions that are free of age discrimination. Your job ads should encourage people of all ages to apply. The Textmetrics platform helps you do that. Our platform gives you suggestions while you’re writing. It signals words you shouldn’t use because they discourage older or young candidates from applying. And it offers you suggestions for alternatives to prevent any form of discrimination. Your job descriptions will be free of age bias and can help you reach your D&I goals.
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Does your company put great value on diversity and inclusion? Then ask yourself the following question: Are women in the company treated the same way as men? Do you hire as many women as you do men? And are they equally represented in your company? You might come to discover that the answer to all these questions is no. You can also look at it the other way around of course. Unknowingly and unintentionally, there is a gender bias in your company. Unfortunately, it’s very common. We see it in all stages of the recruitment process. From hiring all the way to retaining employees.
Now would be a good time to get rid of gender bias, and really become a diverse company to work for.
Why gender bias is a problem
Finding the best candidates for your jobs isn’t an easy thing to do. Especially, when you exclude half of the population. When reading a job description, women should feel equally motivated to apply as men do. And the other way around. Gender bias poses another problem. As an example: when few women apply, few women will work for your company. This means there will be few women in managerial jobs as well. That’s a loss for your company.
A mix of men and women in your company also means a more productive workforce. Both have perspectives and approaches that lead to the best results when they are shared. On top of that, men and women also bring different skills to the workplace. Together, these factors all lead to a more productive workforce.
Possible ways to get rid of gender bias
It’s obvious that it’s important to remove gender bias in your company. But how do you do so? Setting special diversity goals is a good way to start. It means you set some realistic diversity targets. For example, for half of the jobs you post in a year, you want to hire a woman.
Another way to remove gender bias is by implementing gender-neutral language in the recruitment process. Often, people use gender-coded language that appeals to men more. Think of the use of he/him and she/her, and gendered job titles like Policemen and Stewardess. Instead, you should use gender-neutral job titles and language that appeals to men and women alike.
The Textmetrics platform is your helping hand. It uses algorithms based on artificial intelligence to help you write job descriptions with a gender-neutral tone of voice. These will appeal to both men and women. An important step in eliminating gender bias in your company.
In recent years, a growing number of companies have made diversity and inclusion their number one priority. It is what their employees, customers, suppliers and society asks for. But who is in charge of the diversity and inclusion goals a company sets? For most, the answer will be HR. But, diversity and inclusion is actually a management strategy, not an HR program.
So, is HR really the department that should be in charge of D&I? Probably not. What you should do is hire a chief diversity officer.
Why do you need a chief diversity officer?
If you really want to take a step forward, you need to seriously consider hiring a chief diversity officer. Change is never easy. This certainly applies to a work culture. So, if you want to make a real change and have a more diverse workforce, investments are needed. For these investments, you’ll get a lot in return.
Being more diverse and inclusive makes the hiring process a lot easier. In a survey of jobseekers, 67% say that diversity is important to them. If you are a diverse company, it will be easier to attract and keep talented employees. Secondly, a more diverse workforce is more productive and creative. People from diverse backgrounds bring a variety of perspectives to the room. This often leads to more and better ideas. Lastly, being more diverse can really boost your reputation and positively set you apart from competitors.
What requirements should be in the job description for a chief diversity officer?
Preferably, a chief diversity officer has experience in the field of diversity and inclusion. But since this is a new field of expertise, this might be hard to find. Instead, you should look for people with the right skills for the job. A chief diversity officer has the ability to
– influence and be a change agent.
– design a strategy and deliver results.
– communicate effectively across all levels of the organization.
Someone with experience in marketing, sales or communications could be a great fit. Especially if he or she has advocated for more diversity in previous jobs. Experience in HR is not necessary to be a good chief diversity officer. Being passionate about diversity and inclusion is far more essential.
The challenges a chief diversity officer has to deal with
Diversity and inclusion plays a role throughout the whole company. This means that there is so much that a chief diversity officer is in charge of. And this makes it one of the hardest jobs out there. Issues can be found in recruitment, promotion, pay, team behavior, leadership, and day-to-day business.
How do you measure diversity and inclusion across all of these aspects? And how do you promote it? The chief diversity officer has to come up with a management strategy for this. An organization-wide plan that describes what’s necessary to reach the D&I goals that have been set.
There are many types of diversity. It’s not just race, age and gender, as some people might think. Religion, ethnicity, class, sexual orientation, disability and nationality are other dimensions of diversity. And each dimension requires a different approach.
How Textmetrics can help you with the job description for a chief diversity officer
It can be quite challenging to find a chief diversity officer. It’s a relatively new job that not everyone is familiar with. You’ll need to write a good job description to attract candidates. One that will appeal to as many people as possible. To people of all ages, and to men and women alike. A job description that a chief diversity officer would suggest writing. And one that is easy to find online.
The Textmetrics platform helps you write inclusive job descriptions for this. Job posts that have a more gender-neutral tone of voice and appeal to both men and women. And job descriptions that are free of any bias and optimized for SEO and Google for Jobs. It’s essential to reach as many people as possible. This increases your chances of finding the chief diversity officer you’re looking for.