Brand Aid: How to get your employer branding right in recruitment advertising

In today’s cut-throat job marketplace with employment at an all-time high, employers are competing with one another to attract the best candidates for their vacancies. The unimaginative identikit recruitment adverts that once dominated the job pages for years are being replaced by skilfully crafted and well designed formats aimed at maximising employer branding in the quest to be an ‘employer of choice.’

Matthew Jeffrey, global director of talent brand for Electronic Arts (EA), addressed members of The FIRM [Forum for In-house Recruitment Managers] at an event in London recently. He argued that brand was essentially linked to emotions – particularly when recruitment is concerned. Echoing findings  from the CIPD which have revealed that companies are still struggling to attract, recruit, engage and retain talent for their organisations. Yet, despite the success of employer branding as a concept, many companies are failing to measure its effectiveness and demonstrate a return-on-investment. So, how can you ensure that your recruitment advertising is communicating the right message to attract the candidates that you need?

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Job boards guilty of recycling careers advice

With almost 30% of job seekers visiting a job board to obtain careers advice and key industry information, isn’t it about time that job boards provide current and appropriate guidance to people rather than recycling the plethora of careers advice articles that have done the rounds since time and memorial?

Perhaps I am cutting my nose off to spite my face, however, as a careers advice writer for several of the top 10 UK and US job boards I have written over 600 articles covering all aspects of workplace issues and job hunting strategies. Yet a minority of the articles I have been commissioned to produce since the onset of the current economic downturn have been aimed at how job seekers can find a job in a recession.

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