Using your employer branding to improve job applications

The airline industry is extremely competitive and businesses will fight tooth and nail to attract the right talent for their team. The way in which you position yourself against other companies in the recruitment market is essential – particularly if you want to be an employer who candidates are desperate to work for.

The best brands are unique, authentic and answer the question “What is it like to work here?” at every opportunity. These companies naturally attract more quality candidates when vacancies become available at their business. Here are some key tips on how to improve your employer brand:

Answer 'Who Are You?'

Before you can build a strong brand, you have to know who you are in the first place. Reflecting on the details which make your company unique will help you identify a way of speaking to potential employees.

Ask yourself these questions to help identify what is important:

• What is appealing about working here?
• Why do our current employees love working for us?
• Why do our employees leave?

Identify your ideal candidate

The next question to ask is “who” you want to attract to your company. This will help you to focus your branding towards this type of person.

Are you looking for a young, ambitious type, or are you searching for someone with more experience and wisdom? The branding should reflect the type of person you want – their interests, demographic, ambitions etc.

If you’re aiming to attract a different crowd to what you already have at your business, then it could be that your overall company culture, vision and values need some work too.

Connect your brand and employer brand

A disconnect between your company branding and employer branding can put off people from applying. Both brands need to support each other, so it’s vital to connect the dots in your marketing. For example, if your company is passionate about charity work, your ideal candidate should also hold these values.

Synergy in messaging between platforms is essential to not confuse your audience. Ensure your messages are consistent across the board, including on/in your:

• Website, including careers pages
• Job adverts
• Communications via email or telephone
• Interview process
• Social media
• Third party sites advertising your job

Find out more about your staff

Asking your employees what they like and love about their employer is essential if you want to tap into the perks of working at your business. If you have staff who have worked for you for years or decades, ensure you get their feedback first as they could come back with some real gems of information.

It’s equally as important to find out what your staff don’t like about the company – bear in mind that it can be difficult to get current staff to discuss what they don’t like as they might fear a comeback on airing their views.

You could also reach out to ex-staff to identify why they left the business. Searching reviews on Glassdoor could provide some valuable insights, whether that be positive or negative.