You might not realize it, but employer branding plays an important role in the recruitment process. It helps you attract and retain a diverse group of employees. And that the only way to reach your ambitious diversity and inclusion goals. Which often turns out to be more challenging than you might have thought.
In recruitment, employer branding refers to the way your company is perceived by employees and candidates. If you have a good reputation, more jobseekers will decide to apply for one of your jobs. Likewise, if you have a bad reputation, you’ll notice that finding new candidates is quite a challenge. It’s time to really focus on building a firm employer brand.
The don’ts of employer branding
We will begin with the don’ts of employer branding. We’ve listed three of them below.
· Don’t ignore online reviews
The power of online reviews and social media is one you cannot underestimate. Jobseekers find more value in these than in the information on your website. You should invest time into monitoring and responding to online reviews. Do respond when a bad review comes in and explain your side of the story.
· Don’t forget about your website
A candidate that is about to apply will probably visit your website to find out more about your company. So, make sure that the information they are looking for is there and easy to find. You should also make sure that the information is up to date. Especially on the About us and Career pages. Those are the pages jobseekers will definitely have a look at.
· Don’t set it and forget it
Your employer brand is never done. A year from now, your business might look a lot different. So don’t think you’re done once you’ve created a strong employer brand. Your employer brand is constantly evolving. So, you need to keep updating it and not forget about it.
The dos of employer branding
Next up are the things you should do if you want to build a firm employer brand. We’ve listed three of them below.
· Do use your employees
Can you think of anyone better to tell your story than your employees? They are the best way for candidates to get to know your company. Ask employees to share stories of their experiences at your company. What do they do on a daily basis? What training did they receive? And how would they describe the company culture? Share these stories online for jobseekers to find.
· Do use social media to share your employer brand
A lot of jobseekers use social media to find out more about your company. Make sure you have a social media presence and use it to convey your employer brand. You can share the stories of your employees here (as we just discussed above). Don’t forget to ask your employees to share these stories on their social media channels as well. You’ll reach a lot more people when they do so.
· Do show authenticity
You can only build a firm employer brand when you’re honest, truthful and transparent. Jobseekers will know when you’re not telling the truth. Or when you’ll ask employees to say positive things that aren’t true. And if they do start to work for you, they will soon find out anyway. And they will walk out the door before you know it.
How Textmetrics can help with employer branding
From the above, it’s clear what the dos and don’ts of employer branding are. But how can you implement this in the hiring process? Using the Textmetrics platform is a good way to start. The platform analyzes what you write. And our augmented assistant provides you with real-time suggestions when you deviate too far from your brand identity. All your written content will be consistent with your employer brand.
Have you just posted a job online? And do you want to attract a diverse group of candidates? Find the best possible candidate? Then your job needs to be easy to find online. You’ll need search engine optimization (SEO) to achieve this. Because using SEO in job descriptions makes them findable in search engines like Google and Bing. Do you want to reach as many people as possible? Then your job ads need to be easy to find for everyone.
But how do you optimize your job descriptions for SEO? Read about the dos and don’ts below.
Keywords dos and don’ts
Keywords are an important part of SEO. They are the words people use to search on search engines. So, SEO in job descriptions means you use keywords in your ad that are related to the job. What keywords will people search for? Those are the ones to use. There are also tools you can use to help choose the best keywords. Use these keywords a number of times in your job description. And don’t forget to mention them in the title and some headings.
Don’t stuff your job descriptions with keywords. Search engines notice it when you repeat them to many times. This will have a bad impact on your ranking. Mentioning your keywords once or twice per paragraph is enough.
Readability dos and don’ts
Readability is important for readers and search engines. Long lists of nice-to-have qualifications in job descriptions confuse candidates. Just like walls of text without spaces and bullets do. For search engines, these are a don’t as well. Instead, you should create brief job descriptions with clear headings.
You do want to create a visual experience. Search engines don’t just look at written content. They also value pages that are visually attractive. Just like readers do.
Job titles dos and don’ts
What you don’t want to do is write a complicated job title. It’s tempting to create a fun or lengthy job title. But people probably won’t search for those on search engines. The result? Potential candidates won’t be able to find your job ad. Do you want to score with SEO in job descriptions? Then you need to keep your job titles short and simple.
Something else that you need to do is rely on local SEO. You need to add a location as SEO keyword to your job title. People often add the place they want to work in or near to their search query. So do mention the location with your keyword a couple of times. It’s an SEO tactic that can significantly increase the findability of your job ad.
SEO in job descriptions and Textmetrics
The Textmetrics platform has a special recruitment module for SEO in job descriptions. It helps you do several things. Like writing job ads that are optimized for SEO. And descriptions that don’t exclude anyone, but include the right job motivators. And job ads that are perfect for Google for Jobs. You’ll end up with job descriptions that are easy to find online. Just what you need to attract a diverse group of talented candidates.
Are you struggling to reach your diversity and inclusion goals? Then you might need to improve your diversity recruitment strategy. Diversity recruitment is all about hiring a diverse range of people. And it’s not as easy as it might sound. Because how do you reach people from all ages, genders and races? And people who are also diverse in terms of their skills, education and experience? We’ll tell you all about it here. Discover our three tips to improve your diversity recruitment strategy.
How to improve your diversity recruitment strategy?
- Write inclusive job descriptions
Research shows that most job descriptions don’t contain diverse and inclusive language. You need this to reach a diverse group of people. Currently, job descriptions often contain more masculine words (gender bias). As a result, women aren’t very likely to apply. Another problem is age bias, which mostly excludes older people. Inclusive language helps you out. You’ll end up with job descriptions that appeal to people of all ages and genders.
- Create an employer brand that showcases your diversity
Most people who apply for a job research the company before doing so. It is important to show how diverse your company is. Because this diversity is an important factor in people’s decision to apply or not. So, what you need is a strong employer brand that is known for valuing diversity. Your employees play an important role here. You can use their stories and experiences to show how diverse your workforce is.
- Proactively approach underrepresented candidates
If candidates from different backgrounds don’t come to you, you can always go to them. You can use social media platforms, like LinkedIn, to proactively reach out to a diverse group of applicants. It doesn’t hurt to take matters into your own hands. It’s a good first step to make your company more diverse.
How Textmetrics can help with your diversity recruitment strategy
The Textmetrics platform can help with your diversity recruitment strategy. For this, it uses algorithms to read and analyze your content. You’ll then receive real-time suggestions for improvements. These will guide you to use more inclusive language in your job descriptions. It also helps you develop an employer brand that showcases your diversity. Lastly, it assists with using the right tone of voice for everyone in your target group.
Curious about what that would mean for your diversity recruitment strategy? We’d love to tell you all about it.
You want to be a company everyone wants to work at, right? That way, you’ll always attract the most talented employees. People of different backgrounds, genders and ages. Because diversity in the workforce is important. It’s good for profit and innovation. And it helps you reach your diversity and inclusion goals. To become a company people want to work for requires some work. There is something you need to be excellent at. We call it employer branding.
- What is this?
- Why does it matter?
- How do you build an employer brand?
We’ll tell you everything you need to know below.
What is employer branding?
Your employer brand is what makes it stand out. Why do talented candidates want to work for you? Employer branding is all about reputation. To build a good reputation, you need to work on promoting your company. Potential candidates need to know why working at your company is better than working at others.
Why does employer branding matter?
It’s getting harder to attract candidates for your job openings. And you ideally want the most talented candidates for the job. You need to stand out from the crowd. You need to be a company they want to work for due to your reputation. Your employer brand needs to be stronger than that of the competition.
How do you build an employer brand?
An employer brand is built on a foundation of great communication. You need to have a well-written career site. Here, candidates will read about why they should join your organization. What unique policies, programs and benefits do you offer? Testimonials and stories from employees who already work for you are also essential to building your employer brand. The same goes for clear job descriptions. You want them to be convincing and appealing. They should be written in such a way that everyone in your target group feels compelled to apply.
Textmetrics and employer branding
Employer branding requires work on all your written communication. The Textmetrics platform can be of great help here. The platform analyzes your content. 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.
Four tips to improve the readability of your job ads
Are you getting fewer responses to your job descriptions than expected? Maybe that’s because very few people can understand them. The language used might be too difficult. Average reading levels are dropping. This has an impact on the number of readers. Because just like many other companies, you probably want a more diverse and inclusive workforce. And that starts with job ads that everyone can understand. This means producing job ads that are written at a B1 level. And it means following the tips below!
This is the second of two articles in which we give you four tips about writing accessible job descriptions. Discover the second four below.
- Use shorter words
Words that have multiple syllables are harder to read. Especially for people with reading disabilities, such as dyslexia. For them, you should use synonyms with fewer syllables. Examples are:
- ‘Need’ instead of ‘requirement’.
- ‘Team’ instead of ‘personnel’.
- ‘About’ instead of ‘regarding’.
- ‘Buy’ instead of ‘purchase’.
Many words with multiple syllables have a shorter synonym. Sometimes, it just takes a little time to discover them.
- Avoid the use of jargon
Jargon can make it hard for people to understand job ads. Maybe you often use industry jargon because you’re so used to it. For outsiders, these terms might be completely unknown. In this wat you can exclude people. Simply because they don’t know the jargon.
- Use inclusive language
You want to motivate everyone to apply. Men and women. And people of all ages and ethnicities. It’s the only way to achieve your diversity and inclusion goals. To do so, your job ads need to be free of any bias. Often, older people are excluded in job ads. And most job descriptions have a more masculine tone of voice. This age and gender bias is not inclusive and needs to be avoided. You need to write in a way that appeals to everyone, and do so at an understandable B1 level.
- Write in the same way as you speak
To increase the readability of a job description, you should write in the same way as you speak. One way to do so is to ask questions. Just like you would ask candidates questions during a job interview. Another strategy is writing in first and second person. You can achieve this by using ‘we’ or ‘our’ (first person). And ‘you’ and ‘your’ (second person) in your job ads. Just like you do when you talk to people in person.
How Textmetrics can help writing at B1 reading level
You’ve just read four tips to improve the readability of your job ads. And we shared four more with you here. Do you want some help? The Textmetrics platform can help. The platform uses AI algorithms to assess the readability of your job description. And gives you suggestions to reach the desired B1 level. All to improve the readability. As a result, more people will apply, and it will be easier to reach your D&I goals.