Employment Branding Improves the Effectiveness of
Internet Recruitment Advertising
The first step to
any effective recruitment campaign is to attract the right candidates to the
job. Recent developments in recruitment
advertising and the concept of employment branding are set to distinguish firms
with marketing flair from the rest.
Internet Recruitment Advertising
Tapping into the
high tech savvy of Gen X and Y, the Internet in recent years has taken over
traditional print media as the preferred source of employment
opportunities. SEEK, one of New Zealand’s
leading online job sites, has over 250,000 registered users and sends out three
million job alerts each month.
The advantages of
advertising online are both efficiency and economic. An advertisement posted on a job site will
last 30 to 60 days on the website compared to only one day in a newspaper and
at a fraction of the cost. With a job
site operating 24/7, resumes can be received at any time and some job sites
even allow for a search of posted candidate CVs matching the requirements of a
vacancy.
For the job
seeker, the search capabilities on many job sites allow them to review more job
opportunities in less time required to scan the employment pages of a
newspaper. From home, or more cheekily
from the office, job seekers can apply for jobs online, and receive job alerts
on their email when a new job that matches their skills becomes available.
Employment Branding
More recently,
employers have also started to embrace the marketing concept of employment
branding to both attract and retain talent.
An effective employment brand conveys why your firm is a compelling
place to work above all others.
In today’s job
market, it is no longer enough to talk only about job responsibilities, salary
and benefits. People also want to know
what it means to work for a particular organisation and start to align their
own long-term career reputation with the brand of that organisation. Intangibles such as management style,
environment and company culture are all factors that come into play.
Enhance Your Communication Strategy
At Law Staff
International, we understand recruitment advertising is a primary communication
strategy in your employment brand. In
this Internet age, your firm’s online presence is increasingly becoming the
candidate’s predominant experience of your firm.
We can help to
both protect and enhance your employment brand by providing clear and
consistent information to potential candidates about your firm, the role on
offer, and the intangible aspects of your working environment.
We manage the
process of posting advertisements and receiving resumes from a number of job
sites including our own Law Staff website, SEEK, Law Fuel and UK based
Totally Legal. We also ensure
recruitment advertisements (including blind advertisements) are consistent on
all job sites.
A new recruitment
advertising product we will be launching is employer branded recruitment video clips. Our research has shown the use of video clips
have been effective in enhancing an organisation’s employment brand, providing
compelling information to potential candidates about the vacancy and
organisation and attracting a higher calibre and number of applicants.
A candidate’s
recruitment experience impacts on their choice of employer. As your recruitment partner, Law Staff
International is committed to working with you to creating the best recruitment
experience for candidates and to support you in your drive for recognition as
an employer of choice.