“At Dovetail we focus on the convergence of employee and consumer branding as a way to move your brand up the Brand Engagement Pyramid, so it stands to reason that we see brand as a key pillar in attracting top talent to an organisation,” says Dovetail Director Jackie Gordon.

In this article we unpack the elements and strategies that are important in talent acquisition.

But first, some notes on employer branding

Employer branding transcends conventional HR functions, encapsulating an organisation's ethos, values, and corporate identity. It serves as the compass guiding employee experiences and perceptions, shaping the organisation's reputation both internally and externally.

In essence, employer branding is the articulation of what it means to work for an organisation and the promise it makes to its employees. Furthermore, employer branding plays a pivotal role in talent attraction and retention. In today's competitive job market, prospective candidates are not just seeking employment - they are seeking alignment with organisations whose values and culture resonate with their own.

CASE STUDY: GOOGLE

An exemplary case of effective employer branding can be found in the global tech giant, Google. Beyond its innovative products and cutting-edge technology, Google's employer brand is synonymous with a culture of creativity, autonomy, and inclusivity. The company's commitment to fostering a supportive work environment, where employees are encouraged to pursue their passions and make meaningful contributions, has solidified its reputation as one of the most desirable employers worldwide.

Benefits such as four “work from anywhere” weeks a year, fertility and growing family support, and support programs including menopause benefit help Google to stand out in a highly competitive tech talent war.

The power of brand engagement in talent acquisition

In talent acquisition, brand engagement plays a crucial role in attracting and retaining top talent. It goes beyond external marketing efforts and permeates every facet of the candidate experience, from initial awareness to post-hire engagement.

Internally, brand engagement fosters a sense of belonging and alignment among employees, which in turn enhances the organisation's reputation as an employer of choice. When employees are deeply engaged with the brand, they become advocates, attracting like-minded individuals who share the organisation's values and aspirations.

Externally, brand engagement shapes the perception of the organisation among prospective candidates. Other than just showcasing job opportunities, it's about building meaningful connections based on shared values and experiences. Companies that excel in brand engagement understand the importance of authenticity and transparency in their interactions with candidates, fostering trust and credibility.

CASE STUDY: NETFLIX

A prime example of effective brand engagement in talent acquisition is Netflix. The streaming giant has cultivated a culture of transparency and openness, both internally and externally. Through initiatives like "Culture Deck" and "Talent Hub ," Netflix provides candidates with insights into its unique culture and values, allowing them to assess their fit with the organisation before even applying for a job. This transparent approach not only attracts top talent but also ensures that candidates who join the company are aligned with its culture and values from the outset.

Reimagining recruitment events: a platform for brand engagement

Recruitment events are invaluable opportunities for organisations to showcase their employer brand and culture to prospective candidates. Traditionally formal, these events have evolved into dynamic platforms for engagement, offering immersive experiences that go beyond job listings.

They allow candidates to interact directly with representatives from the organisation, gaining insights into its culture and work environment. By infusing creativity and innovation into event planning, companies can capture the attention of top talent and leave a lasting impression of the brand.

Events also provide an opportunity to engage with passive candidates and gather real-time feedback, allowing companies to continually refine their employer brand and recruitment strategies.

Orchestrating success through integrated branding and recruitment

The seamless integration of branding and recruitment strategies is paramount in attracting and retaining top candidates and winning the talent war. Companies must adopt a strategic approach to employer branding, leveraging their unique identity and values to craft compelling narratives that resonate with prospective employees.

“By aligning recruitment strategies with branding initiatives, organisations can cultivate a workforce that not only possesses the requisite skills, but also embodies a collective commitment to the organisation’s mission and values”

Dovetail Brand Engagement works closely with its clients to craft compelling employer brands that resonate with top talent. Through a tailored approach that integrates consumer branding, employee branding (HR), and events, Dovetail helps organisations articulate their unique identity, values, and culture. More >

Attracting top talent: the link between recruitment and branding