Evaluating Your Employer Brand


According to CareerBuilder, a strong employer brand clearly communicates your organization’s culture, mission and values, giving people a compelling reason to want to work for and stay with your organization. In fact, the presence or absence of a strong employer brand greatly influences a candidate’s decision to apply. An article from Corporate Responsibility Magazine cites that 69 percent of people would not take a job with a company that had a bad reputation, even if they were unemployed.


Understanding Your Employer Brand

That being said, before your organization can improve its employer brand, they must be able to understand how it is currently perceived. A SWOT analysis can be a useful tool for gaining insight into perceptions of your employer brand by assessing its strengths, weaknesses, opportunities and threats.

When conducting a SWOT analysis, it’s important to distinguish between the perceptions created by your organization’s marketing of your employer brand and the reality of what candidates are experiencing. By taking both into account, you will discover any areas of disconnect and determine if improvement needs to be made.


Improving Your Employer Brand

Improving your employer brand begins with improving aspects of your organization that directly impact candidates. One example of this is to improve the candidate experience during the hiring process. According to a CareerBuilder Candidate Behavior survey, 68 percent said they’d accept a lower salary if the employer created a great impression throughout the hiring process. Here are some ideas to improve the candidate experience:

  • Timely & Effective Communication: The first 24 hours after application are critical when it comes to engaging with candidates. CareerBuilder’s 2015 Candidate Behavior Report indicates that 91 percent of applicants expect or would like to receive a personal email upon receipt of resume. If you want a candidate to stay engaged, make sure to follow up within 24 hours.
  • Personalization: Whether it’s addressing a candidate by name in an email or tailoring interview questions to key points from their resume – candidates want to be treated as people, not numbers.
  • User-Friendly Applications: If a candidate experiences many technical difficulties while filling out your application or feels it is too long, they are likely to quit before they finish the process. Ensure your online application process is free of technical issues and easy to use before going live with your job post.
  • Solicit Feedback: If you want to know how you can improve the candidate experience, who better to ask than the candidate? Not only does this provide your organization with valuable information for improving the candidate experience in the future, but it makes the candidate feel like you truly care about their experience.


For more examples of how to improve your employer brand and to learn about other recruiting strategies, download our white paper, Key Strategies for Success in the Light Industrial Recruitment Market >