3 Employer Branding Opportunities You're Missing During the Recruiting Process

You might not realize it, but there are plenty of opportunities in our daily routines to maximize our employer brand's potential. One major opportunity lies in the recruitment process.

Recruitment is a golden chance to craft an authentic employer brand. By infusing authenticity into every step of recruitment, organizations can not only attract top talent but also build a strong brand that resonates with candidates and employees alike. Here are three EB opportunities hiding inside the recruitment process:

1. Job Postings

The job posting phase is a critical moment for EB, as it's when the largest audience comes into contact with your brand. Instead of a traditional, text-heavy job description, consider using employee-generated content (EGC) in the form of short videos. Featuring the hiring manager or team members can showcase the job and organization's culture authentically.

2. Candidate Communication

Every email sent to candidates—whether to reject or accept them—is an opportunity. Consider embedding videos in these emails. For accepted candidates, these can provide a glimpse into the company culture. For rejected candidates, a well-crafted video can leave a positive impression, helping them see your organization in a positive light regardless of the outcome.

3. Internal Promotion

Internal promotion of job postings is often overlooked. How you communicate openings to your employees (e.g., via Slack) impacts brand perception. Involving employees in the recruitment process makes them feel like valued members of the team, strengthening your internal EB.

To wrap up, simplicity is often the key. We don't always need extravagant ideas; it's about maximizing the potential of what we're already doing. This approach is cost-effective and tends to yield the highest ROI, especially when appealing to Gen Z candidates who value authenticity.