Have you thought about how your Recruiter and Employer Brands are affected by your Wellbeing strategy, or lack of?
Let’s start by clarifying how I define a recruiter brand vs an employer brand. To me, a recruiter brand is how your business is perceived as a recruiter – this may include your reputation regarding interview process, interviewers, how many roles you are hiring and why, your advertised salaries and benefits packages and various other communications regarding what your business MIGHT be like to work for. An Employer brand is how your business is perceived as an employer, once people are through the door… This can include your culture, your facilities, your training and development schemes and generally the reputation your business has as a place to work.
A clear, well defined Wellbeing strategy can have a major affect on both your reputation as a hiring business and as an employer. Wellbeing as a term has become hugely important to people within the past decade in particular and businesses that demonstrate the importance of Wellbeing within their culture can have a huge advantage when it comes to attracting and retaining talent. I’ll say now that I am referring to all-round Wellbeing strategies – both physical and mental health oriented.
Your Recruiter Brand and ability to attract talent to apply to work in your business can be hugely affected by how well your wellbeing strategy, or lack of one, is communicated and demonstrated throughout your hiring process. This may include content on your website as well as in any messaging conveyed by the interviewers. The office or meeting environment itself can play a big part as does the interviewer themselves, this can be via what they say, how they appear, or both. An interviewer who is calm and collected vs stressed and rushed can create a much different impression. I attended an interview once where the interviewer had come from a yoga class in the basement of the building before meeting me (they’d showered and changed first!). Which immediately gave the impression that Wellbeing was of importance within that particular business.
Employer Brand can also be down to marketing and communications but primarily this will be affected by the employees themselves! How do people talk about their employer on platforms such as LinkedIn and Glassdoor, how do they portray their working life on Facebook and Instagram? How do they represent themselves in the market – in press interviews, blogs and various forms of content, how do they appear and what do they say when speaking at conferences – it all adds up. Businesses that live their Wellbeing strategy from the top down can gain a particularly good reputation. CEOs and senior execs at Johnson and Johnson, Lloyds, HSBC and Cisco have all spoken openly about the importance of Wellbeing and Mental Health strategies within their businesses.
All these elements combine to create a positive or negative recruiter or employer brand, it’s most definitely worth considering.