A term like employer branding isn’t automatically linked to recruitment. That’s quite strange, since it has everything to do with attracting and retaining the right employees for your company. Talented employees who are part of your target group.
Employer branding is all about positioning yourself as an employer of choice. Potential and current employees must see you as a company they want to work for (or keep working for). Building a strong employer brand plays an important role in this.
The importance of employer branding in recruitment
In recruitment, building a preferred position is important for a number of reasons. Firstly, it’s not that easy to find new employees at the moment. Talented people are scarce, and they have plenty of companies to choose from. How do you make sure they choose you? That’s right! By building a strong employer brand.
A strong employer brand also helps you reach your diversity and inclusion goals. Because in order to do so, you need to reach your entire target group. People from different backgrounds need to prefer you to other companies. For that, they need to know what makes you stand out from other employers.
How to build a strong employer brand
Employer branding is not just about communicating how great a company you are. You need to be a great company to work for. The best way to become a company like this is by asking your current employees about their experiences. You also need to answer the following question: how do you want to distinguish yourself from other companies? Do you want to position yourself as an ambitious organization striving to become a market leader? Or do you want to be the organization with the best working conditions and salary? The direction you choose also depends on the target group you’re aiming to attract.
Once decided, you need to communicate your employer brand to the world. A recruitment campaign is a good way to do this. Don’t forget about the recruitment page on your own website, either. It’s important to spread the same message across all available communication channels.
Build a strong employer brand using Textmetrics
To build a strong employer brand, you need to be consistent in the message that you spread. This requires work on all of your written communication. That’s where the Textmetrics platform can be of great use. It analyzes all of the content you publish. Do you deviate too far from your brand identity? Then the platform will give you real-time suggestions to stay on track. This means that all of your written content is consistent with your employer brand.
Want to know more about our Smart Writing Assistant? Click here.
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Bias comes in many forms and causes us to form prejudices against others. It helps us categorize things to make sense of the world around us. But although common, biases aren’t harmless. In the workplace, for example, gender bias is a very common problem. It’s the tendency to prefer one gender over another. Most of the time, companies and recruiters prefer men to women. But we’re not saying this is a conscious choice.
Gender bias is often a form of unconscious or implicit bias. It happens when someone unintentionally attributes certain attitudes and stereotypes to someone else. For example, men may be considered more analytical and less emotional. As a result, they have a better chance of being hired when these skills are required.
Gender bias in the workplace
Gender bias is often seen as a preferential treatment men receive. That’s because in the workplace, it works mostly in men’s favor. Gender discrimination is experienced by 42% of women at work. And 90% of senior leaders are men, while only 25% of the CEOs are women.
Gender bias starts as early as the recruitment strategy. Both male and female managers are twice as likely to hire men. In blind applications, women are 25-46% more likely to be hired for a job. This shows how difficult it is for women to get invited for a job interview. Unconsciously, recruiters also tend to place job ads on platforms that are predominantly used by male candidates. Or they actively approach men through ads on social media.|
We also see gender bias in job descriptions. Unconsciously, a lot of job ads contain words that mostly appeal to men. These are words like dominant, confident, analyze, decisive, strong and outspoken. Women don’t feel spoken to by these words. As a result, they will refrain from applying. Another thing we know is that women want to meet 100% of the qualifications asked for. If they don’t, they won’t apply. Men will apply if they have around 60% of the qualifications. You should take that into account when you write a job description. Only list the qualifications that are absolutely necessary.
Use Textmetrics to eliminate gender bias from the recruitment process
Gender bias is a real problem because men are statistically more likely to get preferential treatment in the recruitment process. To be a successful company, you need both men and women in your workforce. If you fail to achieve this, you’ll never be a diverse and inclusive company. Since gender bias starts as early as the recruitment process, you should begin by tackling it there.
The Textmetrics platform is a great way to get started. You can use it to avoid gender bias in your job descriptions. And write job ads with a gender-neutral tone of voice. These will appeal to both men and women. As a result, women won’t feel excluded any longer. And the number of female hires in your company will go up. It’s an important first step toward eliminating gender bias from your workplace.
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In 2022, we still have to deal with exclusion within the recruitment process. Most of the time people are not aware of for example gender bias in their process. Therefore, it’s getting more and more important to make everybody aware of gender. In this whitepaper we will talk about the 5 easiest ways to prevent gender bias in your recruitment process. Because you also want to hire the perfect candidate, right?
Gender bias in the recruitment process
In the recruitment process, gender bias refers to the discriminatory treatment of candidates based on their gender. For example, recruiters might choose a male candidate because of some characteristics they think are typically male. They might look for candidates that are analytical thinkers and emotionally thorough. And some recruiters will attribute these characteristics to men. Therefore, they will select a male candidate for this job. Women, however, could be equally suitable.
5 ways to prevent gender bias in your recruitment process
Gender bias in the recruitment process is very common. It doesn’t have to be that way, though. There are five ways to prevent gender bias in your recruitment process. Read more about them here:
- Training on unconscious bias
Unconscious bias is very much related to gender bias in the recruitment process, as we discussed above. It’s a social stereotype recruiters have about certain groups of people. An unconscious bias is formed outside the conscious awareness. An example of an unconscious bias is that women are not suitable for a very technical job. Or that men don’t want to work in a caring profession.
The problem with unconscious bias is not knowing that you have it. Without knowing, there is no way to get rid of it. You should offer training for recruiters on unconscious biases to solve that problem.
- Create diverse HR teams
Almost all recruiters have the above-mentioned unconscious bias (which is why training is necessary). But it’s an even bigger problem when the HR team isn’t diverse. All-male HR teams might be even more biased against women. Therefore, you should strive to have as diverse and inclusive a team as possible. There should be recruiters from different backgrounds and genders to write job ads and review candidates.
- Ask questions
Recruiters should always ask themselves the following questions. Is the person I am selecting really the best candidate? Or do I think the person is the best candidate for the wrong reasons? If recruiters are 100% honest with themselves, they might discover that there is a gender bias in the recruitment process.
- AI in the recruitment process
AI is a very useful technology to remove gender bias from the recruitment process. Recruiters can use it to screen, rank and grade candidates. The gender of candidates can also be disregarded. AI is software, so it can be programmed to analyze everything but a candidate’s gender.
- Gender-neutral job descriptions
We’ve seen that job ads often have a more masculine tone of voice. The language used is why women feel less motivated to apply. Words that we frequently see used are “competitive,” “analyze,” and “determined”. These are more masculine words. If recruiters use these, they may cause women to feel excluded from the recruitment process. For the same reason, you shouldn’t use “he” in a job ad. It’s better to use “he or she” or the more direct “you” or “your”.
The job title should also be gender-neutral. Job titles like “hacker,” “guru” or “superhero” often appeal to men but not to women. The last thing you should consider is the list of requirements for the job. Most women strive to meet them all. If they don’t, they won’t apply. So, you should be careful not to list too many requirements.
Why is it important to prevent gender bias?
Gender bias is a problem because it has a negative effect on the level of diversity in your company. You will never reach those ambitious diversity and inclusion goals if there is gender bias in your recruitment process. Besides that, it’s simply unfair to exclude candidates (mostly women) because of their gender. Employees should be assessed solely on their skills and qualifications. Gender bias also means missing out on very talented candidates who could be a real asset to your company.
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When you’re in recruitment, employer branding may not be the first thing that comes to mind. It has something to do with marketing, right? Not quite. Employer branding is the process of defining and positioning who you are. You want to position yourself as an employer of choice. You want to be the company that all the talented candidates in your target group want to work for. This is where it differs from recruitment marketing. Because this is about communicating who you are as a company.
The importance of employer branding
Employer branding is important because it can make it easier for you to reach your diversity and inclusion goals. Being an employer of choice means you’ll receive more applications. And you need applications from everyone in your target group to diversify your workforce. There are three more reasons why employer branding matters in recruitment:
- Compete in the battle for talent
When talent is scarce, it is difficult to receive enough applications to a job you post online. This means you might have to look for candidates yourself. It’s a lot easier to persuade candidates to come in for a talk when you have a good reputation. Especially because you are not the only company that wants to offer talented candidates a new job.
- Retain the best employees
From research, we know that employees working at companies with a strong employer brand are more likely to stay. People want to work at companies that treat their employees right. They are also willing to invest more, and they are more productive. Another big plus is that they become real brand ambassadors. They can persuade others to come work for you through word of mouth.
Companies with a weak employer brand spend almost double on the cost per hire. And they often spend more on salaries, too, to compensate for their reputation. These higher salaries don’t convince most employees to choose them, though. Top candidates still prefer a company with a good employer brand. So much so that if you are known to be a good employer, these candidates will always seek you out. Saving you money on recruitment efforts.
Textmetrics and employer branding
To build a strong employer brand, you need to work on all of your written communication. You can use the Textmetrics platform for this. The platform analyzes all of the content you publish. Should you deviate too far from your brand identity, the platform will give you real-time suggestions to change this. As a result, you’ll know that all of your written content is consistent with your employer brand. Delivering maximum impact on the talented candidates you want to reach.
Want to try Textmetrics? Click here for a free trial!
What does employer branding have to do with recruitment? Quite a lot, actually. An employer brand is your company’s reputation as an employer. It indicates what you have to offer to employees. A strong employer brand means you have a good reputation. Nowadays, that is something you can’t do without. The labor market is tight, and people can find out everything about your company online. Imagine what damage a bad reputation can do. Jobseekers will refrain from applying, which is the last thing you want. To attract and retain talented employees, a good reputation is key.
The importance of employer branding
There are two reasons why employer branding is so important for recruitment. And why it can have such a major impact on your business.
- Keeps existing employees engaged and motivated
Make an Employee Value Proposition (EPV) part of your employer brand. It’s a statement saying who you are as a company, as well as what you’re passionate about. For employees, an EPV makes clear what you want to achieve. And why they should want to work for you. Perhaps they share the same passion. An EPV also gives employees a sense of purpose. And fosters a feeling of pride in the company they work for.
Motivated and engaged employees are more likely to stay with your company for a longer period of time. On top of that, organizations with an EPV are 93% more likely to financially outperform their competitors.
- Attracts the best talent out there
A strong employer brand plays a huge role in the hiring process. It’s the best way to attract high-quality candidates for your jobs. Research shows that the majority of jobseekers (69%) are likely to apply if companies actively manage their employer brand. That is more than two-thirds of all jobseekers. On top of that, a strong employer brand can also prevent unsuitable candidates from applying.
How Textmetrics can help with your employer brand
Employer branding should always be part of your recruitment process. Building a strong employer brand requires work on all of your written communication. The Textmetrics platform can be a big help here. The platform analyzes all of the content you publish. The augmented assistant then provides you with real-time suggestions when you deviate too far from your brand identity. This allows you to ensure that all written content is consistent with your employer brand. Delivering maximum impact on the talented candidates you want to reach.
Want to try Textmetrics? Click here for a free trial!