How to advertise your company to jobseekers

While the leading perception of job interviews is that they're a chance for candidates to show they are fit for the role, how many recruitment professionals realise this is in fact a two-way street?

In the midst of a challenging and competitive job market for parties on both sides of the fence, companies cannot afford to assume every candidate should feel privileged to be given an opportunity. There is just as much of a focus on the ways in which businesses can services their employees, and vice versa. 

What was once seen as an interrogation should instead be considered a conversation, with potential employees and employers both advertising their best qualities to each other. 

So, how can you ensure your company is putting its best foot forward during the recruitment process?

1. Keep up communication

The recruitment journey can be a stressful time for candidates, especially those fresh out of university looking for their first start in the field of their choosing. Some of these individuals may have multiple applications out at any on time. 

In this case, it is imperative that recruiters keep jobseekers up-to-date on the recruitment process, especially when it comes to giving feedback after the interview – whether they made it through to the next stage or not. 

CareerBuilder found that 41 per cent of interviewees expect to be updated if a company decides not to hire them. Despite this, only just over a quarter (26 per cent) of employers state they actively communicate with candidates at every stage of the process. 

2. Acknowledge applications

Companies can no longer exist as a 'black hole' for job applications as CareerBuilder describes it. More than a third (36 per cent) of all applicants expect to be updated during the application process no matter how successful their submission is. This can be as simple as setting up an automated email to acknowledge each application, so candidates are sure their submission has at least been received. 

Applicants also like to know why their attempts are unsuccessful, as this gives them some to work on next time they approach the interview process. With 52 per cent of employers responding to less than half of all responses, there is plenty of work left for them to do in this area.

3. Connect with employee goals

As mentioned earlier, interviews are a chance to build a relationship rather than interrogate the client. This means employers can no longer get away with assuming that candidates have the same goals as they do. 

While employers usually prioritise high performance and productivity, ManpowerGroup found that employees aren't reflecting these ambitions. That's not to say that people aren't looking to perform or be productive in the workplace, but rather that there are other factors that influence this,

In fact, only 10 per cent of respondents to the firm's survey define career success by these criteria. Executive Vice President Mara Swan explained how employers can manage this.

"To attract and retain top talent, organisations must make development a priority and enable their leaders to mentor employees to expand their skills, capabilities and experience," she said.

4. Become a leader in your field

To appeal to the best applicants, your business needs to be the best in its field. While this seems like an insurmountable challenge, there are plenty of little things companies can do to raise their profile with jobseekers and the wider industry. 

Go2HR recommends promoting other focuses beyond your company's key business concerns. This could include promoting sustainable work practices or engaging in corporate responsibility initiatives like charity days.

This could be extended to promoting relevant events in the community that link to your products and services, making your company name synonymous in that area.