Employer branding is an important element of recruitment that is often overlooked, but it can have a huge impact on your company’s workforce. And it’s important for all companies, not just for the ones that have to find talented employees in tight labor market conditions. Because all companies want to hire the best possible candidates.
What is employer branding?
If you wish to hire the most talented candidates and retain the ones who already work for you, you need to position your company as an employer of choice. Simply put, the candidates in your target group must think of your company as a place they really want to work. To build up that reputation, it’s necessary to establish company values, a work culture, and personality that aligns with the aspirations of these talented candidates. You need to define what unique set of benefits you offer employees in return for their skills, capabilities and experience.
Why is employer branding important in recruitment?
Creating a positive employer brand is easier said than done. It takes time to define and position your company as a place the most talented candidates will want to work. But if you manage to do so, you’ll be able to reach a number of goals that you’re currently struggling with. Employer branding in recruitment is important because:
- It helps you compete in the war for talent
When you’re recruiting for a smaller company, the competition for talented candidates is especially fierce. By building a strong employer brand, it’s possible to attract the best candidates. It’s the best way to level the playing field in the war for talent—particularly when you’re hiring young, talented professionals.
- It helps you retain your best employees
A strong employer brand increases the productivity of employees and makes them feel proud and happy. They become brand ambassadors who tell their talented friends how much they enjoy working for your company, and they’ll refer you to these candidates. Or they might leave positive reviews online, inspiring other talented candidates to apply.
How technology can help you build a strong employer brand
Building a strong employer brand requires work on all your written communication. As we’ve just mentioned, that’s easier said than done. Fortunately, technology can be a big help here. The Textmetrics platform can help you make sure that your employer brand is reflected in all your written communication.
The Textmetrics platform analyzes what recruiters write, and our augmented assistant provides them with real-time suggestions whenever they deviate too far from your brand identity. This allows you to ensure that all written content is consistent with your employer brand and delivers maximum impact on the talented candidates you want to reach.
In recent years, diversity and inclusion has become the top priority for a growing number of companies. If we take a look at the benefits of a diverse workforce, the reason for this becomes clear. Diversity and inclusion is essential to be successful. Companies that manage to be diverse and inclusive generate a higher profit compared to companies with a less diverse workforce. In addition, employee satisfaction and a company’s reputation is also positively influenced by more diversity and inclusion.
The advantages are clear, but we know that making a diverse and inclusive workforce a top priority is easier said than done. Companies set themselves ambitious goals but often struggle to reach them. Why is that?
Diversity and inclusion and the impact of biased language
The biggest obstacle for more diversity and inclusion seems to be biased language in job descriptions. This means that your job descriptions contain words and phrases that exclude people based on their age, sex, race, ethnicity, social class, or physical or mental traits.And excluding groups of people is exactly want you don’t want to do when you want a more diverse and inclusive workforce.
A bias is a prejudice toward or an unfair characterization of the members of a particular group. It is so common in speech and writing that most of the time, you won’t even realize you’re using biased language. Words and phrases like mankind, a man’s achievements, the common man, person of color, little old lady, elderly people and immature adolescent are all examples of biased language that you may have used in the past. It shows how difficult it is to exclude it from your writing.
How to avoid biased language
One way to avoid biased language in your job descriptions is to use inclusive language. If you follow the rules for inclusive writing below, you can eliminate biased language and make sure that your job descriptions contribute to more diversity and inclusion.
- Clearly write down the requirements for the candidate.
- Identify the correct pull factors—or in other words, identify what will persuade the applicant to apply.
- Make sure that there is always a correct diversity statement in the job description.
- Prevent age discrimination.
- Make sure your job descriptions are understandable and not too complex.
- Apply the WCAG guidelines.
- Don’t use forbidden words.
- Use professional terms that apply to both sexes, such as nurse and teacher.
- Speak directly to the reader.
- Avoid stereotypes and combinations or associations. Using pink for women and blue for men is a good example of this.
Diversity and inclusion by innovation
Another way to avoid biased language in your job descriptions is through the use of innovative technology. At Textmetrics, we make this available to you. Our augmented writing platform uses algorithms based on artificial intelligence to help you write inclusive job descriptions free of any biased language. Job descriptions that appeal to a diverse group of candidates and greatly help you reach your ambitious diversity and inclusion goals.
Data-driven recruitment is an innovation used for a data-driven approach to the recruitment process. It is based on the use of technologies, techniques and data to analyze a large group of candidates. It helps recruiters find candidates with the right skills, experience and mindset to be successful in the job they are recruiting for. Data-driven recruitment means significant changes in the recruitment process, and it seems to be especially helpful if you want more diversity and inclusion in your workforce but haven’t managed to achieve that yet.
How data-driven recruitment works
In the past, recruiters would only read application letters to determine if someone was a suitable candidate. Now, with data-driven recruitment, you can collect and analyze data from several sources, like social media, past jobs and online publications. This information is taken into consideration when deciding if a candidate should be invited for an interview or not. It also rules out the possibility of biases playing a role in the recruitment process, like the well-known age bias and gender bias.
Advantages of data-driven recruitment
There are a number of advantages of using data-driven recruitment in your hiring process. Two of them are directly linked to a more diverse and inclusive workforce:
- You make decisions based on facts
When you’re going through a stack of resumes and application letters of equally qualified candidates, how do you choose which one to invite for an interview? Your gut feeling probably plays a role here. And more often than not, the choice you make is based on emotions or bias. In these cases, data-driven recruitment makes the decision for you. There might even be data hidden in one candidate’s work history that makes him or her more or less suitable for the job.
- You write better job descriptions
Data-driven recruitment can also help you write better job descriptions that give you more valuable responses. It helps you write job descriptions that appeal to your entire target group and that they can easily understand. With data-driven recruitment, you can reduce the bias in your job descriptions, writing more inclusive job posts that, for example, don’t just persuade men or young people to apply.
The next step in the recruitment process
Data-driven recruitment is an innovation you can’t ignore. It limits the chances of hiring a candidate who isn’t the best fit for the job. On top of that, it limits the chances of bias in your recruitment process, making it easier to achieve your diversity and inclusion goals. Data-driven recruitment gives you the tools you need to hire the best candidates by, for example, writing job descriptions that appeal to your entire target group.
At Textmetrics, we offer a platform that uses algorithms based on artificial intelligence to help you do just that. You’ll write better job descriptions that are free of any bias and have a more gender-neutral tone of voice. We’d love to tell you more about how data-driven recruitment and our platform can make your workforce more inclusive and diverse!
In recent years, a growing number of companies have stated that diversity and inclusion in the workplace are their top priority. Because the more diverse the workplace is, the more profitable it will be in comparison with less diverse companies. Now more than ever, companies don’t simply say that they value diversity, they act on it as well. But how do you create a more diverse and inclusive workforce? What is inclusive hiring, and what is diversity recruitment?
Diversity recruitment for more inclusive hiring
Diversity recruitment and inclusive hiring means you take special care to ensure that your hiring procedures are free of biases related to the age, race, gender, religion, sexual orientation, and other personal characteristics of a candidate that don’t affect how they will perform on the job. Because when your hiring procedures are free of these biases, you no longer ignore, turn off or accidentally discriminate qualified, diverse candidates who are a great fit for your company. Succeeding in inclusive hiring is the first step to more diversity and inclusion. But what does it take to do so?
Inclusive job descriptions
Job descriptions play a crucial role in your hiring procedures, so it’s no wonder that the degree of diversity and inclusion in your workforce starts here. Research shows that job descriptions have a tendency to use a more masculine tone of voice. They often contain more stereotypically masculine words, like “ambitious”, “dominate”, and “challenging”. The problem with using too many of these words is that women will be less likely to apply for your job. Writing more gender-neutral job descriptions is key to persuading both men and women to apply.
Augmented writing tools and diversity recruitment
At Textmetrics, we offer an augmented writing platform that uses algorithms to help you write inclusive job descriptions and attract diverse candidates. Your job post will have a more gender-neutral tone of voice and will contain words that appeal to both men and women. You’ll also eliminate unnecessary jargon, replacing overly complex phrases with terms that everyone can understand.
On top of that, you can use this platform to assess the readability of your job description. Your readability score will tell you how easy or difficult it is for someone to understand your job description. Lastly, you can scan your job description for age discrimination, making you aware of any unintended age bias.
Ensuring your job descriptions are free of bias is the first step to more diversity and inclusion in the workforce.