The brands visible in the market are easy to sell to the people. Talent Branding has the same effect for the candidates. Talent Branding is the marketing of an organisation’s policies, benefits, culture and other aspects from the perspective of ex-candidates, current and ex-employees. These days, there is no one who is not researching about the organisation which is interviewing them. So, Talent Branding becomes a lot more important because today’s market is more talent driven.
Talent Branding is a tactic to give an organisation’s hiring and talent acquisition strategies an enormous boost. Unfortunately, talent branding is a task for the people in the HR department. They know a lot less about marketing as a subject. So sometimes they make mistakes in building a talent brand of the organisation. This post is to help the talent hiring and HR professional who want to build a powerful Talent Brand of their organisation.
Employer Branding Vs Talent Branding
Employer Branding is the subset of the Talent Branding. Talent Branding not includes marketing of policies, benefits and other aspects of organisation which attract talent from the market. It also includes the feedback, rating and reviews of people about an organisation.
Talent Branding not only improves hiring also helps the organisation to understand their overall perception in the eyes of the professionals present in and outside.
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Advantages of Talent Branding
The number of reviews and feedback can help the organisation understand their reach and willingness of the professionals to rate and review them.
The reviews and feedback can show the hidden grey areas which need to improve.
Independent Monitoring System for top level of the organisation which can see the overall feedback.
Good Talent Branding brings a lot of talent from reference and mouth to mouth marketing.
Disadvantages of Talent Branding
Online feedback is sometimes a total scam. Either HR teams encourage their employees to give positive feedback online or some dissatisfied ex-employee can give a bogus negative review.
Talent Branding sometimes hides the real feedback when employees are not vocal online or remain silent about the negatives of the company.
Talent Branding because of wrong analysis, can bring unnecessary changes which are not required.
Tools for Talent Branding
Social Media Presence and Marketing: These days, most of the organisations pay a lot of attention to their online presence which includes presence on social media platforms such as Facebook, Linkedin, Instagram and Twitter. These platforms help the organisations to interact with their target audience. Target audience can be current employees and similar industry professionals. There, organisations can share their activities, policies, analytics and content which can have a positive impact on their existing employees and outside professionals. When people like, share and comment on the posts and updates, this increases the reach of the organisation to a lot of professionals. This helps in influencing the professional in giving positive reviews and feedback.
Employee Engagement: If you have a good employee engagement plan and strategies, your existing employees will themselves become a mouthpiece for your organisation. You should treat your employees as brand ambassadors of your organisation. If your work and activities already impress your current employees, only they give you positive feedback or review but also encourage others to do the same offline and online.
As you know that employee referenced candidates are more reliable and stable employees. This is because they already know a lot of positive aspects of your organisations through online and offline promotions.
Candidate Experience: When candidates come for the interview, a lot of times they come through job portals or vendors. A lot of job portals and websites take review of their experience as a candidate and would they recommend others for the same organisation. This is very vital if you see talent branding as a tool to attract unknown new talent.
Candidate experience is the experience of the candidates during the process which includes screening calls, follow-ups, email conversation, interview process and negotiations. On an average at least 6-10 candidates are interviewed for 1 position. This means you can influence them for a positive response if someone asks about your organisation whether online or offline.
Exit Process of Employees: As soon as employees drop their papers on the table (resignation), most of the organisation treat them as enemies. This mindset further dissatisfies the exiting employee who was already dissatisfied (that is why he/she was leaving). The exit processes should be smooth as the employee is least bothered about your opinion if they have already decided to leave you. A hassle free exit of an employee helps you to maintain a healthy professional relationship between employees and organisation even if they leave. This helps them leave a positive review or feedback about their previous organisation online or offline.
Ex-Employee Engagement: When you are connected with your ex-employees through social media, they are updated with the activities happening in the organisation. They are the best judge of knowing the visible changes that are happening from the period when they were employees of your organisation. They can give you a very honest and neutral review of your works and efforts. Thus if they are well engaged with you and are sharing positives about you, this will help your organisation to get a lot of candidates already inclined towards you.
Conclusion
Talent Branding is a powerful tool to measure your overall public opinion about your organisation in terms of online and offline reviews and feedback. Organisation should regularly have a check online about what the public is speaking about their activities, policies and culture.
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