ceo reputation

Increasingly, people are using digital channels to find jobs. It is important that businesses build a strong presence online to ensure that they stand out to prospective employees in a crowded recruitment marketplace. So how can companies attract top talent online?

Recruitment challenges

A study conducted by Total Jobs, an online recruitment portal, of job seekers and UK companies shows that this country is facing a skills shortage. Total Jobs found that 55% of the 100 UK companies surveyed admit that they are currently facing a skills shortage and 49% believe that recruitment will become more difficult over the next couple of years.

In addition almost half (43%) of the job seekers polled said that over the past three years, they have become more selective over the role they take. It is therefore vital that British businesses engage with prospective employees online, as job seekers are increasingly utilizing digital channels to find work.

Finding job seekers online

So where should businesses engage with prospective employees online? It is key that companies utilize online recruitment portals such as CV Library, Monster and Indeed. These platforms are becoming more popular, as they provide the convenience needed to job hunt conveniently. For instance, Indeed now receives 200m unique visitors per month, providing businesses with access to a vast talent pool.

Businesses may also want to think about advertising their vacancies via social media. These platforms are also becoming popular, especially with younger job seekers who are the UK’s next generation of managers and top employees. A study from Aberdeen Group, a research firm, suggests that 73% of British 18 to 34 year olds found their last vacancy through social media.

It is also essential that companies ensure that any job advertisements they post online can be viewed on a mobile device. Data from Beyond, a careers network, shows that 77% of job seekers use mobile search apps. When asked about the benefits of this strategy, 36.27% of respondents said that it allowed them to react to new job postings quickly, while 23.79% admitted that it allows them to job search anytime, anywhere.

Creating jobs hubs

It can be advantageous for companies to create a specific careers hub which is separate from their main website for example Top Shop and Harrods. Both firms use these careers hub not only to advertise new vacancies, but to fully explain to prospective employees why they should work with them. Information includes the company’s working environment, types of roles, opportunities for career progression, employee training programmes, employee benefits and company culture.

Employees and ethics

Making sure top talent can find vacancies and learn about the company in question online is only half the battle. Speaking to Rigzone, Bronwyn Wallace of US energy firm Hill+Knowlton Strategies, suggests that businesses need to ensure that prospective employees like what they find.

Wallace argued that when they are looking for jobs online, younger job seekers are searching for information on the business in question and the values it stands for. This argument is supported by a recent survey from Deloitte, an industry insights firm. Deloitte found that a majority (56%) of millennials will not consider certain employers based on their organisation’s values or conduct. Therefore, if a candidate Googles a company’s name and sees negative content in the rankings, there’s a good chance that this negative online reputation will dissuade them from applying.

Cultivate a positive reputation

It is key that British companies understand firstly where prospective job seekers are searching and then make it easy for them to find relevant vacancies online in order to attract the top talent.

Digitally-savvy job seekers are increasingly researching companies before applying, so it is also vital that British businesses create a positive image online.

Online reputation management is crucial to recruitment. By creating and maintaining digital assets and relevant, engaging industry and company information, businesses are much more likely to attract the best in terms of talent.