By Matt Lozar
It is easy to assume that in desperate times, job seekers will take anything they can get, but that’s not necessarily the case. No matter what is happening with the economy, it is important to remember that candidates choose you. Even during this period of unprecedented unemployment, candidates have choices.
Talented and experienced job seekers can and will be selective, even in a pandemic. In fact, it could be argued that many people will be more selective than usual as they must weigh their health and safety above all else when re-entering or moving about the workforce.
That’s why it is imperative to focus on building and communicating an employer brand right now.
Employment branding is about defining your staffing company’s unique value proposition to candidates and proactively taking charge of how you are seen. When done well, employment branding makes your advertising and social recruiting more effective, even amid unprecedented circumstances like a global pandemic.
Define Your Employee Value Proposition
Do you have an employee value proposition (EVP)?
Your EVP tells people the unique value you bring to the table for employees and is a powerful magnet for attracting candidates.
As you think about your EVP, ask yourself:
- What does your staffing company do for your candidates, temporary workers and employees that your competitors do not?
- What are some of the positive things candidates and employees say about working with you?
- Why do happy employees continue to work with your company?
When you determine what makes your firm different, showcase it. Talk about your EVP in your social media marketing, on your company website and in your job postings. Remember, job descriptions are typically the first step in attracting applicants, so it’s important to stand out right away by showing how you are unique.
How Is Your Company Navigating the Pandemic?
Until a reliable treatment or vaccine is available, COVID-19 will continue to threaten people’s health and livelihoods. This means for the foreseeable future, the pandemic will influence the way candidates perceive your staffing company.
Applicants will want to know how you’re taking care of employees and associates:
- How are you treating laid-off employees?
- Are your recruiters trying to help out-of-work people enter new industries that are hiring?
- How are you keeping workers safe?
- Are you providing additional resources for employees who went above and beyond?
- Are you remaining in contact with out-of-work temporary employees?
If you have real examples of steps you took or are taking for your associates, share them on social media, your company website and in job postings.
You can make your job posts stand out to job seekers navigating a pandemic by:
- Highlighting that a job can be done remotely.
- Advertising the fact that you or your client provides PPE for employees on-site.
- Talking about other measures clients provide on-site as far as safety, cleanliness and social distancing.
- Showcasing jobs that offer healthcare benefits.
If a client you are recruiting for has done an exceptional job keeping workers safe, share it. Don’t be afraid to promote this information – these are the things people will be looking for as they re-enter the workforce.
Be Consistent and Authentic
The key to building a great employer brand that attracts candidates is to be consistent and authentic. By regularly sharing and showcasing the positive things you’ve been doing for your employees during dark times, you’ll be able to keep yourself top-of-mind as an employer of choice.
Everyone wants to work for a company that values them, and as people continue re-entering the workforce, they will demand it. By authentically showing the world that you care about the people you employ, you’ll build a powerful employer brand.
Are You Ready to Build Your Employer Brand?
Haley Marketing is here to help. Contact our team today to learn more about how we can help you build a strong brand, so you are poised to help your clients fill their most critical job openings. And for more advice on business strategy and marketing ideas that help staffing agencies survive and thrive, please check out our COVID-19 Recovery Center.