Employer brand: a tool for more inclusive hiring

Building a more diverse and inclusive workplace takes commitment. Companies can improve their ability to attract, retain and support a more diverse talent pool by improving their employer branding and candidate experience.

“The key to attracting any talent, but especially diverse talent in today’s marketplace, is going to be employer branding,” said Desiree Booker, Founder and CEO of ColorVizion Lab. “Every company has a brand, but not every company has an employer brand.”

Booker says a company’s brand is how customers perceive it, while its employer brand is how job seekers perceive it. To improve, companies must invest in creating a culture of fair opportunity, as this is one of the top priorities for job seekers today.

How a business appears online, whether on its website, social media, or online job boards, is also important, and all online platforms can be used to better deliver the company’s value proposition. an employer to potential candidates.

“I think that’s a really big pitfall for a lot of companies; they don’t show all the good work they do internally and all the reasons why their employees love working there,” Booker says.

A company’s website should include clear culture and career pages as well as images that display a greater level of representation, Booker says. Companies must also prominently display detailed positions on diversity, equity and inclusion.

“If you’re a company that’s bold in what you believe in and what you stand for when it comes to equity and inclusion, that’s a position,” Booker says. “If you don’t have anything about DE&I on your website or on your branding, that’s also a position. And the two send two very distinct messages to various talents.

Once a company has established its employer brand, it can create recruiting marketing assets to amplify its message, says Booker, and since it takes an average of 14 touchpoints for a diverse prospect to turn into a candidate, it is essential to maintain consistency in messaging.

Companies also need to improve the candidate experience. For the application process, Booker says companies should remove barriers to applying, such as lack of accessibility, gender-coded language, and overly comprehensive job postings.

The interview process is another area ripe for improvement. Booker says companies need to eliminate the potential for bias in the selection process, such as stripping IDs from applications before they go to hiring managers. Creating a standardized process and ensuring that hiring managers are set up for success can also help ensure fair treatment for all applicants. Additionally, Booker says having diverse representation on interview panels is a must, but companies should avoid tokenism.

Finally, when it comes to actually hiring candidates, Booker says companies need to determine which skills are “must-have” versus what can be trained and be open to candidates from non-traditional work practices, by especially with the increase in self-employment.

“The freelance market is huge right now,” says Booker. “Being flexible about the type of candidate profile you are willing to take on will definitely broaden your pool of candidates.”

The interview process can also be an attempt at investigation. Booker recommends seeking feedback throughout the hiring process, both for the benefit of the candidates themselves and the employer. Additionally, Booker suggests hiring consulting firms to conduct employer brand performance, culture, and equity audits to determine culture strength, online positioning, brand inclusivity, and employer brand equity. Moreover.

“The worst thing you can do is bring new talent into a broken culture because it will negatively impact your retention,” Booker says.

In addition to external feedback, current employees should also be consulted on a company’s culture and employer brand.

All information should be used to set goals and key performance indicators so companies can measure their progress and hold themselves accountable. Along the way, continuing to solicit feedback from internal and external sources will help refine strategies and track results.

“Measuring will ultimately save you time, save you money, and ensure you’re actually achieving the goals you want to achieve,” Booker says, while emphasizing that making serious financial investments is the only way these strategies are paying off. . “I want leaders to be patient [and] to galvanize their entire organization to invest in the work and really go all the way.