Roy Maurer at SHRM flags a new report from Entelo finding that about half of organizations plan to spend more on their employer branding in the near future in an effort to improve the quality of their inbound applicants:
About half of the 741 talent acquisition professionals surveyed by Entelo, a social sourcing and talent analytics software company based in San Francisco, said that employers’ inbound recruiting channels need a strategic upgrade. … Respondents to the survey said that 50 percent of inbound applicants do not meet even the basic requirements for the roles they apply for. “High volumes of inbound candidates mean it’s harder to qualify candidates quickly and connect with top applicants ahead of the competition,” [Entelo CEO Jon Bischke] added. Using employer branding techniques is one way to remedy that distressing metric.
The challenge of applicant quality has been apparent for some time. In CEB’s 2014 study “Branding for Influence,” we found that this type of employer branding, focused on helping applicants make better decisions about whether to apply rather than just promoting the organization as a great place to work, can increase the quality of the applicant pool by 54 percent and quality of hire by 9 percent. Organizations can attract higher-quality applicants by focusing on critical talent segments, creating consultative brand messages, building networks of brand influencers, and monitoring brand influence.
(CEB Recruiting Leadership Council members can read the full study here.)