The perception of your brand is an essential factor in the success of the business. If your brand is perceived badly, it is unlikely that you will have customers lining up ready to purchase your product or service.

However it is not just customers that evaluate your brand, potential employees will also be doing the same. It is vital that you understand not only the perception of your consumer brand, but you also must pay attention to your employer's brand. Failing to do so will make it difficult to attract and recruit strong candidates.

In many cases an employer brand is often overlooked and confused with the consumer brand. A compelling employer brand significantly increases the ability to attract and retain the best talent in the market, especially for roles that are tough to fill.

At Colt Mackenzie McNair we have often seen that organisations with strong employer brands receive higher application rates, greater candidate motivation and higher retention rates. In addition to these benefits, there are also direct financial implications as the recruitment process is faster and more efficient. It is far less likely that candidates will look to negotiate higher salaries with current employers as the key driver for the move is to work for the company they have applied to.

So how do you ensure that your employer brand is attractive?
Every step of the recruitment process will shape the impression that potential employees have of your organisation. Therefore it is vital that their experience reflects your brand in a positive light.

You should consider:

• Which methods do you recruit and where do you advertise a role – For example, an advertisement on a generic job board will not enhance the brand of a 5* golf club.
• How easy is it for people to apply?
• How do you respond to an application? – A personal response goes a long way, no response can be disastrous for your reputation!
• Is the interview process and schedule well communicated?
• How is the interview experience – On the day of the interview, are the perspective candidates welcomed on arrival? Are they given a tour of the facility with a quick introduction to the business? Do they get a chance to speak to a staff member?
• Do you stick to what you say you will do? If you say you will make a decision by a certain date, stick to it! Not all candidates wait around and delays from your side can put the hire in jeopardy.

However, the most important point to consider is that employees are the best ambassadors for the brand. A happy and engaged workforce act as the biggest advocate in the market. Ensure that your people understand what your brand stands for, and what you are trying to achieve and that satisfaction levels are high.

Prospective employees are always looking for roles where they can develop and receive training, so if you offer this then make sure it is externally communicated. Get this right and you will be the go to employer.

Like all things this is something that will take time, however small changes can make a big difference. Make sure you create a plan and monitor it over time. Also, engage and learn from ex-employees to ask why they left and ask current employees what they would change.

The crucial question that you should be asking is ‘would you recommend us as an employer?’. If the answer is no, you have a bit of work to do.