Then, newspapers came along and radically changed job postings by making them all rest in one place for easy access.
Finally, the Internet came. I still remember the first time I visited Monster.com and realized anyone could look for job postings anywhere. It seemed too good to be true… and it was.
As we all know, somewhere along the way in our efforts to improve the job posting process, we created a system that now overwhelms recruiters with unqualified candidates. All of whom expect to be contacted – and then are offended when they don’t hear back about their application status. Add to that a bad economy where some job seekers have developed “angry mob” mentalities, and it has forced many recruiters to rethink their job posting strategies as a way to limit the applications submitted. For example, posting on industry-specific sites as opposed to larger sites. But the problem with limiting where we post a job also increases the odds that some of the best possible candidates (i.e. passive job seekers) will never see it.
Employment Branding = A Better Way to Attract & Filter Talent
The most exciting new development in the effort to attract top talent is Employment Branding. Now, companies of all shapes and sizes can strategically develop online content designed to catch the attention of and develop a relationship with the very talent they most desire. Using social media to push out blog posts and videos authored by their employer, recruiters are finding new, better ways to connect with the right applicants. However, effectively using Employment Branding techniques comes with a learning curve, leaving many time-crunched recruiters to still rely on job postings for the majority of the sourcing. To inspire you to commit some time and energy into building an Employment Branding strategy for your organization, here are 3 ways Employment Branding is better than traditional job postings for finding the top talent:
1.) It’s cheaper. Creating and circulating content that showcases your Co.Co.Fa. (Company Cool Factor) can be done for a fraction of the cost of a job posting today. Especially, if your company has in-house staff who can write and promote the content. For example, getting your company showcased on a high-ranking Google site will drive lots of organic traffic to your Careers page. Top talent is always on the lookout for the best companies to work for. When they see them written up, they go looking to learn more about them.
2.) It weeds out lazy people. Good Employment Branding not only grabs the attention of top talent, but it also invites them to make the effort to engage in conversation with your organization. Lazy job seekers just want to send you a generic cover letter and resume. Top talent wants to contribute to the conversation. An Employment Branding strategy that creates an opportunity to dialog with your company opens the door for the best and brightest to feel connected to you.
3.) It’s more valuable over time. Employment Branding is like a good wine, it gets better with age. That’s because the digital assets you create online increase in visibility over time. As your Employment Branding content gets circulated and re-circulated, it increases in Internet search engine rankings, ultimately driving even more talent to your company. News travels fast – and when it’s about a hot company like yours, it travels even faster!
Employment Branding is not a passing fad. As top talent becomes more savvy online, their expectations for content that helps them make an informed decisions about their next employers will increase dramatically.Those companies that have lots to offer in the way of Employment Branding will prove to job seekers they understand their needs.Those that ignore Employment Branding will find it harder and harder to attract the best talent and will be left dealing with the disengaged, entitled workers who stuff your online application system. Invest in Employment Branding now and you’ll reap the rewards later!
[Read more in Employer Branding]
J.T. O’Donnell is CEO of the career media services company, CAREEREALISM and founder of the virtual career coaching resource, CareerHMO. A nationally syndicated job and workplace expert, her company specializes in the development of digital assets for both individuals and companies in the areas of executive branding, employment branding, expert platform development, and authority marketing. On Twitter she tweets as @jtodonnell and @CAREEREALISM.