LinkedIn: employers missing out on talent through lack of brand awareness

 

A new study by LinkedIn has found that employers may be missing out on attracting professionals because of a lack of brand awareness.

The global study of over 14,000 professionals, including 6,500 professionals and 7,700 recent job-switchers, found that while 82% of UK professionals are interested in new job opportunities, 63% admit not knowing or knowing very little about their current employer before seeing the job opportunity.

The study concludes that UK employers could be missing out on opportunities to attract top candidates by not building brand awareness with potential hires. 

Entitled, ‘Inside the Mind of Today’s Candidate’, the study also revealed that one in five of those seeking jobs report being unable to see what it would be like to work for an employer and 14% citing the quality of information on employers’ websites as too vague.  

That’s in contrast to the data that company websites are the first destination for potential candidates seeking information at 53%, with LinkedIn in second place at 38%, and search engines coming a close third at 35%.

The report also advises recruiters that 63% of candidates think it’s a compliment when companies approach them, making them more likeable, and 56% are more likely to respond to a communication from the hiring manager. 

In terms of constructing effective messaging, and with the research revealing the top things that motivate British professionals being better pay, matching interests and a better work/life balance, the research advises that candidates want job details (89%), salary range (72%), company overview (69%) and fit (54%), in that order.

Jon Addison, Head of Talent Solutions at LinkedIn UK, advises a series of top tips for those embarking on building employer brand awareness. These include joined up thinking between recruitment and marketing departments, leveraging employee ambassadors, and being creative in your approach – whatever your budget.

Jon says “With over 5.5 million companies in the UK and unemployment currently at a 42 year low, today’s job market is candidate-centric, giving job-seekers a wealth of options when looking for their next role. One effect of this is that the battle for talent between employers has become fierce, and British employers cannot afford to rest on their laurels when it comes to attracting candidates – both active and passive.

‘’Our research shows that while the potential candidate pool in the UK is huge, with four out of five professionals interested in hearing about new opportunities, British businesses simply aren’t doing enough to promote their employer brands and show candidates why they are great places to work. It’s important that they address this, or risk being left behind as top talent joins forces with better known brands.’’

Wednesday, 26 July 2017

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LinkedIn: employers missing out on talent through lack of brand awareness