In the latter half of 2021, the Canadian job market looks more than ever like a round of intense speed dating. Multiple individuals vying for the attention of others with the core characteristics and competencies that match their motivations.
The aim of the game is similar too – effectively sell yourself by putting your best qualities on display in a short period of time.
Traditionally, the job hunt has always placed a heavier onus on available candidates to find and retain available employment, but the tables have turned, and talent now has the upper hand in the recruitment market.
Employers facing immense pressure and competition to fill vacancies with top talent at incredible speed must now actively consider their image or employer brand, and how they can leverage this to gain the attention of available talent.
Maybe your employer brand is already well-presented, maybe it naturally shines, or maybe it’s lacking some love. One thing’s for sure – it’s something most companies likely haven’t invested in as heavily as they need to now.
So, are you an attractive employer? Here’s four questions that will help you gain a better perspective of your standing in the job market.
1. Do you have a clear understanding of who your top candidate is?
Before you can effectively market your company to attract top candidates, you need a deep sense of who these people are and what motivates them. Many marketing companies invest time and resources to craft target audience profiles. In the arena of employer branding, these become candidate personas.
Knowing personal and professional aspirations, current employment status, and what type of an offer they’re vying for makes communicating your value prop that much easier. Clear, strategically-crafted messaging will help cut through to the individuals you’re after most.
If you’re unsure how to answer this question, it’s likely you haven’t drilled down deep enough into your ideal recruit.
2. Do you have an employee value proposition (EVP)? Is it well-defined?
A bang-on employee value proposition should effectively answer the question, “Why should I work for your company and not somewhere else?” in the eyes of your target candidate. It considers and defines key value takeaways from the following business components: compensation, benefits, workplace culture, career path and progression, and your company’s working environment overall, and attempts to segment and wrap-up a value statement targeted to your ideal candidates.
3. Do you deliver on your EVP’s promise?
Circling back on your EVP, do you actually deliver on the experience you sell employees or is it all just lip service. Be honest with yourself, and even consider conducting some internal research with employees and members of leadership who may be willing to engage in honest conversations or take part in anonymous surveys. Knowledge is power, and the general consensus from those within your network is telling.
4. Does your value offering go beyond compensation and benefits?
Sure, money and benefits are top considerations for any candidate, but they aren’t the be-all, end-all these days. Quality candidates are looking for employers to provide them with more than a competitive salary. Top considerations candidates are factoring into job decisions include things like career progression opportunities, flexible hours that support work-life balance, company commitment to mental health and wellness initiatives, corporate values, a diverse and inclusive workplace culture, professional development opportunities, overall job security, and strong leadership dynamics.
