Employer branding: This has to get much, much better! The candidates want authenticity and honesty
Eschborn / Taunus, June 4th, 2019 - Candidates invest a lot of time in the application process. After all, recruiters don't just expect complete, up-to-date documents, including a detailed curriculum vitae and certificates: At best, the cover letter should make it clear whether the candidate also fits well with the corporate culture, and professional and personal knowledge should be explained in detail in the conversation. "In the case of many positions, however, this is also the other way around, and companies ultimately apply for the workforce of good candidates," said Prof. Dr. Tim Weitzel, director of studies and professor at the Chair for Information Systems, especially information systems in service areas, at the University of Bamberg. "It is about consistently identifying yourself as a good and credible employer in all phases of the candidate journey - from initial contact to onboarding. In addition to exciting job content, applicants are also becoming increasingly important to the corporate culture and work environment. They want a look behind the scenes Scenes, a 'realistic job preview'. Employer branding is the key word here, which is why we have made the focus topic in the current Recruiting Trends1 ". The studies * conducted in 2018 and 2019 by the Center of Human Resources Information Systems (CHRIS) at the Universities of Bamberg and Erlangen-Nuremberg and the career portal Monster show that companies are already working on their image: While companies in 2018 are only looking for employer branding Have given school grade 4+, they improved to a "satisfactory" in 2019. So the trend is right, but there is still a long way to go.
The candidates want authenticity and honesty
The struggle for talent is huge, as the candidates know. They have a larger selection and thus their demands on the job and the employer also increase, as 74.3 percent of the respondents confirm. Current recruiting trends show that this requires companies to have credible employer branding along the entire candidate journey. The employer brand already plays an important role in the phase in which candidates become aware of a company and begin to gather information. With regard to the future employer, mutual appreciation and open communication are particularly important to the candidates - only less than half (48.1 and 41.4 percent) of the candidates perceive this with their current employers. Last year's study (Themespecial Employer Branding 2018) showed that 68.4 percent of the candidates had not applied before after finding out that companies had failed to keep their employer branding promises. So honesty is important. The experience that a candidate has with a company during the candidate journey, starting with the hiring process, is passed on to others - 87.5 percent of all candidates stated that they passed on positive experiences, 83.3 percent said the negative ones, the study found. A bad application process can gnaw away at the company image. An effect that many companies underestimate.
How do companies enable a look behind the scenes?
How should a candidate use a standardized job advertisement full of buzz words to recognize whether the company meets his wishes and ideas? And how does a company have to position itself beyond the application process in order to be perceived as an attractive employer brand and suitable employer?
In the job advertisement, it is important to stand out from the competition: Here, the Monster Studios app offers the possibility of making the display more lively and personal by means of a video and thus providing the candidate with valuable and authentic insights into the position to be filled, the corporate culture and the future To give a job. "The goal of every company today must be to optimize employer branding and show it where candidates make the decision: in the job advertisement," says Sylvia Edmands, Managing Director of Monster in Germany. "We know that this is very time-consuming. The new Monster Studios app gives recruiters the opportunity to record videos themselves and quickly and easily add them to their job ads with their smartphones. In the video, they present themselves to their candidates authentically, provide insights into the company, and let them "Company ambassadors", like the future team, have their say and thus show their employer brand in the advertisement. At the same time, video content significantly increases the visibility and attention of the target group. "
Employer branding has to become more resilient
If a candidate has successfully arrived at the company, it is important to keep the employer branding promise - the time of onboarding is particularly critical. "Appreciation" (75.4 percent), "good familiarization" (69.7 percent) and "getting to know the company" (69.5 percent) are the most important topics for candidates and are expressed, for example, through trust and a welcoming culture. However, this is not a matter of course: The majority of employees have already experienced errors such as "unprepared", "unappealing personality of existing employees" or "time problems (unpunctuality, no time for new employees)" in the onboarding process. Companies are aware that they still have room for improvement: One in ten of the top 1,000 companies state that they do not show any appreciation to the candidates - a problem that needs to be remedied. In order not to damage the company's image, consistent employer branding along the entire candidate journey is essential.
The study is available for download at the following link: https://arbeitgeber.monster.de/recruiting/studien.aspx
Information about Monster Studios - the app for video recording via smartphone here: https://arbeitgeber.monster.de/recruiting/monster-studios.aspx
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