TalentTalent AcquisitionHow brand awareness has a direct impact on recruitment

How brand awareness has a direct impact on recruitment

Does your organisation struggle with brand awareness among job seekers? If so, you are not alone: a Glassdoor survey of 750 hiring decision makers in the U.S. and UK, finds 60% of organisations said that their employer brand awareness is either a challenge or a significant barrier when it comes to attracting and hiring candidates. How do you overcome this?

If your employer brand awareness is low, then you are not going to be an automatic choice for top talent on the look for a new job. In fact, candidates are 40% more likely to apply for a job at a company in which they recognise the brand compared to a company they have not heard of.

With one-third of hiring managers reporting that employer brand is one of the factors that influences people most when weighing a job offer, it is worth getting right. By actively managing and promoting your employer brand, it can mean the difference between attracting quality talent or allowing them to pass you by.

Valuable talent

When asked what types of candidates employers value most, hiring decision makers prioritise informed candidates above all other types of candidates, whether active or passive. Glassdoor’s research also reveals that informed candidates have become synonymous with quality: 88% of hiring decision-makers said that an informed candidate is a quality candidate. Informed candidates are viewed as well-researched, engaged and relevant. One in two (48 percent) of hiring decision-makers say that informed candidates are prepared for an interview and ask pertinent questions, while a similar amount (46%) say that candidates such as this are knowledgeable about the job role.

When it comes to reaching passive candidates, 78% of hiring decision makers find it challenging that candidates respond to recruiter emails at a much lower rate than in the past. Three in four (76%) say candidates have grown wary of contact through networking sites (eg LinkedIn) and respond at a much lower rate. Two thirds (67%) of those surveyed say candidates do not like being contacted through social media platforms.

With tactics to recruit passive candidates now less effective than in the past, hiring decision makers prioritise informed candidates above all other types of candidates, whether active or passive.

Build on your employer brand 

The data shows that hiring decision makers are increasing their investment in employer branding to help ensure candidates have pertinent details about their company and culture to attract informed candidates. More than one in three (35%) will increase their investment in employer branding over the next 12 months. These same hiring decision makers are also turning to employees as a valuable channel for sharing information about open jobs and work experiences. Nearly two in five (39%) will increase their investment in employee engagement over the same time period.

Despite brand awareness having such a significant impact on recruiting, survey data also suggests that HR and recruiting teams may want to adopt more data-driven approaches to finding and hiring quality talent. Only one quarter (25 percent) of hiring decision makers report that they track “conversion of job seeker to applicant” as a priority metric. In addition, only 23% of organisations consider the source of job applicants as important, while 21% consider what influences a job applicant’s decision as important.

Recruiting still has room to improve to take on a more data-driven approach, giving recruiters and hiring managers added layers of detail into questions like where candidates are coming from and how candidates are converting into employees.

The very best recruiters today are those who have evolved into part-sourcer, part-marketer and part-technologist who knows how to use data to understand and generate quality leads for open roles.

About the author

What's Hot

HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World

Roundtable Report HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World 5 May 2022

1m

HRD Roundtable Report: Levelling Up Onboarding for...

Attracting new talent is shooting up the priority list, but also proving more difficult than ever. After the effort of finding the right person, are w...

View event
HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments

Roundtable Report HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments 26 May 2022

1m

HRD Roundtable Report: Redefining Company Culture ...

The process of redefining a company culture is a complex one. Culture contributes directly to the day-to-day experience of employees, and many leaders...

View event
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Talent Development Learning to win the talent war: how digital marketing can develop its people

2m

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce

Roundtable Report HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce 5 May 2022

2m

HRD Roundtable Report: Strategies For Re-Engaging ...

We know hybrid working is here to stay, forcing many organisations to experiment with innovative and creative strategies from 4-day working weeks to u...

View event
HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain

Roundtable Report HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain 3 March 2022

2m

HRD Roundtable Report: Making it ‘Worth It’ – What...

We know the pandemic has caused many people to revaluate their careers and relationships with work and have been seeing the impact in global trends in...

View event
Dave Ulrich: How can business and HR leaders simplify complexity?

Leadership Development Dave Ulrich: How can business and HR leaders simplify complexity?

5m Dave Ulrich

Dave Ulrich: How can business and HR leaders simpl...

HR thought leader Dave Ulrich outlines ways leaders can deal with complexity in an increasingly busy world, including how to think critically and turn...

View article
HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making

Roundtable Report HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making 5 May 2022

2m

HRD Roundtable Report: Using HR Data to Inform Org...

Historically, HR hasn’t been as effective as it could be in sharing and communicating data with wider teams. It’s paramount that we remove the self-in...

View event
Digital transformation investment grows but critical skills gaps remain - Coursera report

Digital HR Digital transformation investment grows but critical skills gaps remain - Coursera report

5m Leah Belsky

Digital transformation investment grows but critic...

Covid-19 has accelerated the rate of digital learning on a global scale. Coursera's latest report provides an update on employee proficiency in a numb...

View article
Wellbeing in the hybrid workplace: how to successfully drive engagement

Employee Engagement Wellbeing in the hybrid workplace: how to successfully drive engagement

5m Alara Basul | Sponsored

Wellbeing in the hybrid workplace: how to successf...

Remote working has impacted the way we communicate as a workforce, but striking the right balance between creating an engaged workforce and a successf...

View article
How to create a company culture capable of empowering the modern workforce

Culture How to create a company culture capable of empowering the modern workforce

5m Alara Basul | Sponsored

How to create a company culture capable of empower...

While new working patterns that emerged from the pandemic have earned a permanent spot in the workplace, creating a purpose-driven culture based ...

View article
WATCH: Connection and collaboration in a hybrid workplace

Leadership Learnings WATCH: Connection and collaboration in a hybrid workplace

5m Amy Kirkham

WATCH: Connection and collaboration in a hybrid wo...

Alison Noon-Jones, VP of People & Culture at Leidos UK & Europe, shares how crucial employee engagement and participation is when shaping the people s...

View article
Turbulence ahead: Why it’s time to be bold in your leadership

Leadership Development Turbulence ahead: Why it’s time to be bold in your leadership

6m Terence Mauri

Turbulence ahead: Why it’s time to be bold in your...

HRD thought leader and Hack Future Lab founder Terence Mauri sets out why the biggest risk to leadership is not turbulence itself, but leading with ye...

View article

Joe Wiggins, Director, Glassdoor

Comments are closed.

What's Hot

HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World

Roundtable Report HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World 5 May 2022

1m

HRD Roundtable Report: Levelling Up Onboarding for...

Attracting new talent is shooting up the priority list, but also proving more difficult than ever. After the effort of finding the right person, are w...

View event
HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments

Roundtable Report HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments 26 May 2022

1m

HRD Roundtable Report: Redefining Company Culture ...

The process of redefining a company culture is a complex one. Culture contributes directly to the day-to-day experience of employees, and many leaders...

View event
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Talent Development Learning to win the talent war: how digital marketing can develop its people

2m

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce

Roundtable Report HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce 5 May 2022

2m

HRD Roundtable Report: Strategies For Re-Engaging ...

We know hybrid working is here to stay, forcing many organisations to experiment with innovative and creative strategies from 4-day working weeks to u...

View event
HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain

Roundtable Report HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain 3 March 2022

2m

HRD Roundtable Report: Making it ‘Worth It’ – What...

We know the pandemic has caused many people to revaluate their careers and relationships with work and have been seeing the impact in global trends in...

View event
Dave Ulrich: How can business and HR leaders simplify complexity?

Leadership Development Dave Ulrich: How can business and HR leaders simplify complexity?

5m Dave Ulrich

Dave Ulrich: How can business and HR leaders simpl...

HR thought leader Dave Ulrich outlines ways leaders can deal with complexity in an increasingly busy world, including how to think critically and turn...

View article
HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making

Roundtable Report HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making 5 May 2022

2m

HRD Roundtable Report: Using HR Data to Inform Org...

Historically, HR hasn’t been as effective as it could be in sharing and communicating data with wider teams. It’s paramount that we remove the self-in...

View event
Digital transformation investment grows but critical skills gaps remain - Coursera report

Digital HR Digital transformation investment grows but critical skills gaps remain - Coursera report

5m Leah Belsky

Digital transformation investment grows but critic...

Covid-19 has accelerated the rate of digital learning on a global scale. Coursera's latest report provides an update on employee proficiency in a numb...

View article