3 Must-Have Employment Branding Goals for 2016

Now that the New Year is here, you have the opportunity to assess where you’ve been and determine where you want to go for the future. When it comes to your employment branding efforts for 2016, the question is, how can you attract top talent that truly fits your organization? To get you started, we recommend three must-have goals that you can adopt to help improve your employment brand for 2016.

1. Get social

Social recruiting is an effective way to link passive candidates to deep, interactive content that showcases your organization—giving them the opportunity to discover on their own time whether they could fit into your company.

The first step to becoming more social is to identify the right channels to express your employment brand. After all, the underlying goal of becoming social for recruitment purposes is to encourage two-way communication and develop relationships with potential candidates—which is hard to do if no one is there to listen. Take the time to define your target audience and conduct some research about where they spend time online.

For more details on developing your social recruiting strategy, check out Going beyond Facebook and LinkedIn

2. Go mobile

If you haven’t already, this is the year to optimize your career site and applicant tracking system (ATS) for mobile. More and more job seekers are using mobile devices to not only search for jobs, but also to complete the entire application process.

Although overhauling your career site and ATS for mobile can be a huge endeavor, it has tremendous payoffs. IBM research shows that more than half of all job seekers have used mobile devices for job search—a number that is sure to continue rising. In addition, high potential employees are much more likely to use a mobile device in their job search than other employees (74 percent vs. 40 percent).

3. Enhance the candidate experience

Attracting the right talent is ultimately about making sure candidates have positive interactions with your organization. Sometimes the best way to understand this is the put yourself in the shoes of a candidate. Start by establishing specific candidate personas and experiencing this as a candidate would. Does the information on your social channels accurately reflect your culture? Is the path to application clear and easy to use? It should be seamless and consistent from your social channels to your career site and ATS—all the way through the interview. Once you’ve completed your own research and enhanced obvious areas for improvement, it’s time to bring in an outside perspective through candidate surveys or third party research.

It’s also important to review the candidate experience for those who are offered positions as well as those who are not extended an offer. A good experience for those who are not initially hired will likely ensure candidates maintain interest in the company and may lead to finding a position that does work. Consider this: according to a LinkedIn study, 62% of candidates whose experience was positive would “definitely apply again” and would “actively encourage others to apply” as well.

Here’s to a successful 2016!

As you start the year and begin formulating your own goals, keep these three suggested items in mind—and consider making them your own. Most important, be sure to track your progress along the way. Setting specific milestones throughout the year to check in on your progress will likely increase the success of your employment branding efforts.