Having an optimised employer brand is essential for any firm looking to engage target candidates and secure key skills ahead of its competitors. Several elements contribute to the external perception of a company as an employer, but while to many PR is often more closely associated with maintaining corporate reputations or boosting investor confidence, it can also be applied to help businesses recruit.
But what is the role of PR in employer branding, and how can employers incorporate this activity into their wider talent attraction strategies?
It's easy to assume that an employer brand is entirely controllable, and by providing an interesting employee value proposition (EVP), developing a careers microsite and producing a few engaging ‘day in the life of…’ videos, then the hard work is done. But in reality, an organisation’s perception as an employer is fluid, and is impacted by several external factors that are often out of the business’s control. Media coverage, LinkedIn posts, Glassdoor reviews and word-of-mouth all feed into the image of the brand, and therefore also need to be managed. This is becoming increasingly critical to effective hiring; according to LinkedIn research, a company with a stronger employer brand than its competitors on average sees a 43% decrease in the cost per candidate they hire, and 75% of job seekers research a company’s reputation before applying
This is partly why PR is so pivotal; the discipline is about shaping influence and building credibility through third-party endorsement and accreditation. Whether it’s a thought leadership piece in an industry publication, a press release promoting the organisation’s latest awards success, or inclusion in a ‘Best Companies to Work For’ style list, PR can provide authenticity to candidates that feels more objective and balanced than an organisation’s own corporate messaging ever could.
Ultimately, every employer says they are a great place to work, but few prove it. Effective media relations activity provides the opportunity to get these messages and proof out into the wild, and, crucially, then have someone else verify the information. This work ensures that messaging isn’t just limited to company websites, but begins to be associated with the business externally and organically. In addition, because public relations enables employers to reach far beyond their existing talent pipelines, it can also engage passive candidates who might not have been searching for a job now, but will have some familiarity with the brand when they eventually are.
PR not only helps extend the reach of messaging but also who it engages. Younger generations in particular place greater value on an organisation’s sustainability or environmental credentials than their predecessors, and actively seek out this information before making employment decisions. Equally, they have also been proven to value the higher levels of trust given to them when being allowed to choose where and when they work. Using PR to weave these messages into employer brands means that companies can promote their credentials and ensure a far larger pool of candidates is aware of their focus in these areas.
Public relations output possesses a longer shelf life than a job specification or a company website video, which are likely to change over time, and can continue to yield returns months or even years into the future. If a candidate searches for an organisation and discovers years of credible, external media coverage reinforcing what the company promises on its website, it adds an extra layer of authenticity. Cumulatively, when combined with other elements of the employer brand, this work contributes to building brand equity. Given that choosing a potential workplace is one of the most significant decisions in an individual’s life, those additional insights and media coverage can be the determining factor in the choice between one organisation and another.
Modern candidates have more choices available to them than ever before, meaning the onus is on employers to differentiate themselves. Most now adopt relatively similar tactics and messaging, and therefore, standing out – for the right reasons - can offer real value. PR is one of the most effective ways of achieving this and enables businesses to promote their expertise, credentials and opportunities to a much wider group of people, whilst also retaining greater control over their perception amongst external audiences. Talent acquisition teams should consider not only how they market their roles in the future but also how they shape the narrative around their business. This perception is critical and can provide a competitive edge in a highly competitive employment market.
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With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.