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HOW YOUR EMPLOYER BRAND CAN WIN OVER CONTRACTORS

The way businesses attract top talent and retain their best workers has changed, and certain companies have a distinct competitive advantage. Today there are particular types of organisations that get ahead - those that find find high-performing potential employees, and businesses that engage and re-engage top independent professionals.
 
Are you doing enough to become the client of choice? Read on for our top tips.
 
It takes more than remuneration to attract quality job seekers: Only one company can offer the highest pay. Simply offering potential candidates competitive rates is no longer enough when competing for temporary talent.
 
Proactively marketing your employer brand will help to achieve the goal of becoming the ‘client of choice’. This approach is how you entice valuable talent to work at your company. Just as contractor branding helps secure new clients, the same is true of your business.
 
Here are three tips to help you become a contractor’s first choice.
 

1. Build a strong employer brand that's true to your business

It’s no secret an effective employer brand promotes the organisation as a preferred place to work, but how do you find and define your brand? There are many ways to achieve this, including:
 
  • Social listening.
  • Monitoring review sites.
  • Researching careers pages and career sites.
  • Commissioning internal surveys.
  • Conducting feedback questionnaires.
When viewing these results, it’s important to see these through the eyes of your target audience. Consider what matters most to those with the right skills, background and values. You’ll also need market research to put all of your findings from your research into context.
 
Learn more from a leading employer branding example: Former Amazon CEO, Jeff Bezos, described the concept of branding as “what other people say about you when you’re not in the room.” Therefore, when we’re looking at your employer brand, you need to uncover what people say about your organisation as a place to work when you aren’t influencing the story.
 

2. Align your employer branding strategy with your company culture

Employees are at the heart of a company’s brand. They need to not only be aware of your brand, but actively embrace it. As a result, there needs to be alignment between the employee’s values and the company’s values.
 
At Hays, we have an extensive LinkedIn presence with over 7 million followers, which we see as the culmination of good-quality online employee engagement and advocacy.
 
Our employees across the globe promote our brand via LinkedIn on a daily basis. By sharing events, services and job opportunities, we achieve six times the engagement our company posts do. This consistent posting keeps our followers and candidates engaged - whether they’re searching for a new role or not.
 
Sharing relevant content that reflects your brand among your own employee network creates a more personal message. As a result, this can create a strong organisational identification which will create a positive attitude towards the company.
 

3. Don't forget the importance of the hiring process for candidates

Just saying the right things isn’t enough. You can have the best brand in the world but if this doesn’t extend to reality then it’ll never work.
 
For contractors this means:
 
  • Speedy recruitment processes.
  • Correct payment on time, and increasingly, on-demand.
  • Effective on-boarding and integration.
  • Welcoming work environment.
  • Reasonable work life balance.
 
Just as you consider the wellbeing of your permanent staff, you also need to consider your contractor satisfaction. Measuring contractor satisfaction and having key performance indicators around this are vital.
 

A strong employer brand is key to attracting contractors 

Well-structured policies and practices to build your employer brand will help to attract, recruit and retain the right talent. This need for a strong employer brand is especially true in a competitive market. It’s no longer enough to consider your employer brand as a matter solely for HR teams to tackle.
 
Everyone has their role to play to deliver a competitive advantage. Achieving this common goal will enable you to be a client of choice.
 

Want to learn more about employer branding and talent acquisition? 

 
Talk to our teams for more information.