As competition for talent becomes increasingly fierce, companies are acknowledging the importance of their brand in attracting the best people. From implementing a unique company culture to establishing themselves on social media platforms, companies are doing everything they can to differentiate themselves and be perceived as a great place to work.

It is indisputable that employer branding is a useful tool for organisations to communicate what they have to offer to the labour market, which in turn allows them to recruit, retain and engage the right people. One such method of communication, which is often overlooked, is the recruitment process itself. From the way a company advertises its job vacancies to the selection methods used, every stage of the recruitment process dictates how its brand is perceived by jobseekers.

Research and literature in the field has revealed that recruitment experiences are indicators of an organisation’s characteristics. For example, studies into jobseekers’ perceptions show that when organisations emphasise promotions and salaries they are perceived as valuing a person’s dedication to their career. Similarly, jobseekers infer a more positive image of a company when they work with a friendly recruiter during the hiring process.

Introduction

Methodology

To understand the impact of a company’s recruitment process on its brand perception amongst candidates and jobseekers we surveyed 1011 people in Scotland, with focus on North-east Scotland and especially the Aberdeen area. The insight from this research will help companies to create effective people management initiatives and improve their employer brand, allowing them to design their hiring strategy accordingly.

Recruitment Process and Brand Perception in Aberdeen 1

Candidates are looking at your company vision and values

76% of the people in Aberdeen said that before applying for a job in any company, they investigate the company’s vision and values to ensure that it is a right fit for them.

A company’s culture, vision, mission and values represent the kind of employer it is and shape the perception of its brand. Salary is no longer the only factor candidates take into account before applying for a job. They research the company thoroughly to find out answers to key questions, such as;

Candidates want to find out if they can relate to a company’s values and vision and whether it aligns with their own progression and growth. With a growing interest amongst candidates in the ‘identity’ of the company, it is of utmost importance that companies structure their vision and values in a way which conveys the essence of their brand. Having a set of core values that appeal to the candidates not only leads to a positive brand perception but is also a primary recruiting and retention tool.

An example of this is the growing importance of CSR; giving back to the community, charity work and partnerships, and the opportunities for employees to get involved. We have examined how CSR is becoming an increasingly important aspect of every employer’s brand; research from CIM has shown that 82% of millennials would strive to be employed by a company recognised for its commitment to business ethics. Therefore, many firms have started undertaking CSR activities and promoting it as a part of their brand identity to attract top millennial talent.

• What does the organization stand for? • What motivates them to do what they do? • What are their milestones? • What are the core values they operate under?• What do they expect from their workforce?

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A rigorous recruitment process makes candidates trust your business

An enormous 83% of people in Aberdeen said that they place more trust in businesses who have a rigorous recruitment process spread across multiple stages.

Nowadays most companies do not make hiring decisions based on a singular face to face interview. The trend is now to employ multiple selection methods such as assessment centres, competency-based interviews, test or written assignments, panel interviews, and candidate presentation to hire the best talent.

Assessment centres have emerged as a favourite with employers - a recent CIPD survey revealed that 48% of employers are using assessment centres to select their employees. In our analysis of this method, we have found that it is vital that the assessment centre reflects the ethos of the organisation and the skills required so that candidates are left with a positive feeling even if they are unsuccessful in being awarded the role.

A rigorous recruitment process can encourage candidates to believe that the company places a high value on finding employees who are a good match for both the position and the company culture. This positive perception of the company continues even after the candidate has been hired and becomes an employee of the company. Studies by Glassdoor have revealed that a rigorous interview process leads to higher employee satisfaction; their statistics show that a 10% harder job interview is associated with 2.6% higher job satisfaction later on.

48% of employersare usingassessment centres

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The right employee benefits scheme attracts more candidates

Today companies are offering a variety of additional benefits to retain their staff and attract new candidates, but which benefits are preferred by the candidates? According to our survey, 60% of people in Aberdeen look for flexible working.

Flexible working stands out as a very important factor for millennials when applying for jobs as 59% jobseekers between the ages of 16 and 24 and 58% between 25 and 34 said they would be more attracted to a company offering flexible working.

As discussed in our article The Hidden Benefits of Flexible working, the gap between the supply and demand of flexible working cultures in firms provides employers an opportunity to differentiate themselves by supporting flexible working. Doing so not only keeps their current workforce more productive, happy and healthy, but it also establishes a positive company image and attracts more diverse talent; especially millennials and people returning to work after a career break. Research and industry trends indicate that flexible working will be the norm in near future; this is why businesses should start integrating flexible working into their workforce strategy; the benefits outweigh the potential costs and it places them well ahead of the curve.

Other benefits which rank highly among candidates in Aberdeen include location, training opportunities, career development. pension scheme. healthcare and childcare.

0 10 20 30 40 50 60 70

Childcare

Healthcare

Pension scheme

Career development

Training opportunities

Flexible working

14%

14%

50%

52%

60%

39%

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A company offering a good combination of employee benefits is perceived as a good employer who values their employees and strives to provide a good working environment for them. In order to get ahead of the competition and establish a positive employer brand, companies need to tailor make their employee benefits package according to the needs and expectations of the candidates. For some advice on how to do this, please see our guide on how to develop a more creative benefits package.

10% harder interview=

+2.6% job satisfaction

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Recruitment consultants are key for job seekers

The number of job seekers engaging with recruitment consultants has gone up in the last few years, yet businesses, especially small businesses, remain skeptical about approaching consultants to find the right talent. We examined the myths around outsourcing recruitment to a specialist and discussed everything from cost concerns to confidentiality, and how partnering with good recruiters can help a business grow.

Social media has emerged as a key tool for a number of people searching for jobs with 14% people in Aberdeen finding out about their job through one of these channels. With the average internet user having more than five social media accounts, and people spending more and more time on the internet professionally, the recruitment dynamics have changed phenomenally.

Our report on The Rise of Digital Recruitment discusses the shift from traditional forms of job advertising to digital channels. Companies need to go beyond posting vacancies online from company accounts - they must take a softer approach and promote their culture to passive candidates. This can be done by creating engaging content while posting for jobs, encouraging employees to share job openings on social media and act as brand ambassadors, and being active in LinkedIn groups.

60% of people in Aberdeen look for flexible working

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52% of people in Aberdeen look for training opportunities

Finally, employee referral has also emerged as a popular recruitment channel. A quarter of people in Aberdeen found out about their current or most recent role through referrals.

Employee referral programs play a two-fold role in terms of developing the employer brand.

First, they encourage and celebrate the employees for contributing to the company’s success in a tangible way. The employees feel valued and trusted as they actively involved in leading the company to future growth and success.

Secondly, they attract candidates who already understand and believe in the ethos of the employer brand. Since the job is communicated to them by people who work there and know the ins and outs of the organisation, what they say to the candidates is likely to be viewed as the real deal. The personal touch makes these communications more believable and authentic.

82% of Millennials value a company’s CSR commitments

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Conclusion

The results from this survey clearly point out that a company’s recruitment process is not only critical to staffing success but is also instrumental in determining how it is perceived as an employer brand.

To achieve a positive brand image, companies need to stop thinking of hiring as a means to fill the gap in their organisational chart. They need to think from job seekers’ points of view to understand what they are looking for, as research by Schmidt, Chapman & Jones (2014) has shown that something as small as job advertisements which focus on candidates’ needs can positively influence candidate behaviour and quality as compared to those ads which focus on candidates’ abilities.

With the rapidly changing job market in North-east Scotland, companies can use the findings from this survey to structure their recruitment process to attain favourable brand image and attract top quality talent.

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