Where Job Candidates Most Research You

There are so many different solutions for “employer branding” out there. You can invest in review sites, social media, employee testimonials …it’s really hard to figure out what is and isn’t “employer branding.” Furthermore, it’s hard to understand how these various efforts will help overall talent acquisition efforts.

The simplest way to think about these options is between what drives awareness about your company, and what actually influences people to apply once they are made aware. The TalentBoard came out with its annual CandE data recently and showed the No. 1 place that candidates will research you, and thus the foundation of your employer branding efforts.

Check out this video for more.

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Phil Strazzulla is the CEO of NextWave Hire, a recruitment marketing software company.  NextWave Hire powers talent communities, enhances your career site, creates employer branding content, and spreads the word on social about your talent brand. He was an early stage investor at Bessemer Venture Partners before getting his MBA at Harvard Business School where he founded NextWave Hire.

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5 Comments on “Where Job Candidates Most Research You

  1. I am of the mindset now that the ‘Employment Brand’ concept is old and worn out and really more over rated these days. I lump employment brand into the same concept of buying a car. Sure we see great commercials with great brands advertising their cars, we even run down to the dealership and test drive the car, we like it, we then buy it and then after a few months we start noticing things we don’t like. It doesn’t accelerate as fast as I like…the coffee cup holder is in a weird place and my elbow hits it…the windows take too long to role up…the glare on the dashboard due to the angle is annoying…and on and on and on.

    Take GlassDoor, it gives employers an opportunity to paint and showcase a rosy picture of what it is like in the company and they even let employers take a stab at replying to negative comments. Replies are really the same up and down, ‘Sorry you feel that way, we have an open door policy with HR and wish you would have come talk to us’ OR something like, ‘Here at XYZ Widgets, we strive to maintain a quality work environment for our employees’…yada…yada…yada.

    What all these companies AND candidates forget; is that people come to companies and ultimately leave companies due to good or poor leadership. I have been in Executive Search and have also led talent acquisition for Fortune 500 brands and over all my years of doing such…the #1 answer when I ask people to tell me what their top three career criteria is for a new opportunity: #1 = ‘the people, my boss and who I will work for’.

    I worked in one corporate company where I had a great leader and he kept me loyal, kept me engaged, made work fun and interesting and provided praise and feedback. He left and a new leader came in and was hell to work with and it pushed me away from that company. In another position, I once again had a a wonderful lady which I worked under and then a new guy came who was dishonest, misleading and not great to work with…one again I was pushed away. In both of these cases, both companies painted great career sites, excellent and top rated GlassDoor profiles and it meant nothing.

    In my current role, the company’s employment brand is non existent…the career site needs lots of work, GlassDoor is a figment of their imagination, job postings need to be refined…bottom line is the employment brand stinks. BUT…when I interviewed and found out what the people are really like and what was important and after being there and see they good type of leadership I get; an employment brand doesn’t mean squat to me.

    I think corporate America should begin to really invest serious dollars into leadership training. I understand it is a hard trait to master and not everyone is cut out for it; but we have to remember that people will ultimately quit their bosses and not an employment brand. Secondly, I know there are legalities around posting negative comments and feedback with regards to specific individuals; but it sure would be nice to truly get a sense and basic understanding of someone who you may ultimately end up working for versus the nice person you will meet in an interview trying to upsell you on their role.

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