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Study shows employers think branding can cut down on unwanted applicants
Nearly half (48.9 percent) of organizations report they will increase spending on employer branding to make their open positions easier for ideal candidates to find, according to Entelo's 2017 Recruiting Trends Report.
About half of the 741 talent acquisition professionals surveyed by Entelo, a social sourcing and talent analytics software company based in San Francisco, said that employers' inbound recruiting channels need a strategic upgrade.
"Talent acquisition professionals have long appreciated the benefits associated with inbound candidates," said Entelo CEO Jon Bischke. "These direct applicants have done their research on your company, identified with the culture and self-qualified as capable for the role. Inbound candidates require almost no cost from your sourcing team and typically reduce aggregate time-to-fill significantly."
However, recruiters have historically reported inbound applicants as lower in quality than their passive candidate counterparts. "Recruiters often find that active job seekers apply to many companies and multiple roles, not just those that they think are the perfect fit," Bischke said.
Respondents to the survey said that 50 percent of inbound applicants do not meet even the basic requirements for the roles they apply for. "High volumes of inbound candidates mean it's harder to qualify candidates quickly and connect with top applicants ahead of the competition," he added.
[SHRM members-only how-to guide: How to Target Passive Job Seekers]
Using employer branding techniques is one way to remedy that distressing metric. "The strategic branding that differentiates employers has really emerged recently as companies fight to draw top talent in," said Meghan Biro, a nationally recognized talent management and HR tech brand strategist, analyst, author and speaker. "A clear understanding of a company's core values and what 'a day in the life' looks like is resonating with candidates more than ever. It's no surprise that companies are putting more thought and budget into capturing the essence of the organization and effectively marketing those brand messages to attract candidates who would be the best fit for their team."
Additional ways recruiters can strengthen their inbound recruiting processes beyond refining an employer brand include:
Additional findings from the Entelo report include:
Kyle Lagunas, research manager on emerging trends in talent acquisition at IDC, a market research company based in Framingham, Mass., agreed. "Data-driven recruiting has become a critical business requirement, evolving how recruiters operate and measure success. We've seen the demand for improved analytics across the board, and we can only expect this to increase in 2017."
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