Employer branding is widely seen as a key factor in recruiting great talent but it can also bring longer-term benefits to your company by reducing cost-per-hire by up to 50% and staff turnover by up to 28%, according to a 2011 LinkedIn survey.
At our 2017 Manchester In-house Recruitment Conference, Sarah Sturgess, director at employer marketing agency SMRS, showcased how a strong employer brand has helped five different organisations bring their staff closer together. Among these is the London North West Healthcare NHS Trust, whose Deputy Director of HR, Carl Du Plessis, joined Sarah to share his first-hand experience.
We caught up with Sarah and Carl and asked them to share some insights ahead of the event.
1. What should we expect from your talk at this year’s Manchester In-house Recruitment Conference? Can you share any teasers from your presentation?
Sarah: We will be sharing trends in employer branding and talking about the importance of employer branding right now. We also want to show how achievable it is for companies of all different shapes and sizes to tell their unique story through their employer brand. We’ll talk about how five different companies have overcome business critical challenges through employer branding.
2. Have you been to any of our past conferences? Why do you think it’s important to have such an event in Manchester?
Sarah: We regularly attend the IHR events and think that Manchester is critical as it is the northern powerhouse after all. As SMRS is based in Manchester as well as London this is a critical opportunity to share research and ideas with Northern based companies.
3. Recruitment is becoming increasingly digitised, what tools and innovations have you implemented as a result of this transformation? How has this benefitted you and your business?
Carl: Whilst digital tools are increasingly important, sometimes I feel it is a good thing to differentiate your business by ensuring that you still see the importance of face to face contact and picking up the phone.
4. What are some of your tips into developing a successful employee engagement and retention strategy? Can you share any good examples that you have seen of this?
Sarah: Be honest and authentic. Acknowledge the good and the bad. We’ll share the story of The Cooperative Bank which is a great example of how they did exactly this.
5. What, in your view, is the most important thing to consider when searching for the best new talent?
Carl: Know what you need now and what you will need in the future, then go find the right people for your business. It is so competitive out there, you have to attract the people who are going to be the right fit for you otherwise it will just lead to attrition.
Carl and Sarah spoke about engaging and retaining your team with the help of your employer brand at our Manchester Conference on 2 November 2017.