In today’s digital landscape, establishing a strong and captivating employer brand is essential for attracting and retaining top talent, as well as standing out in a competitive market.
First things first, let us take a moment to elaborate on what employer branding actually is. Employer branding is all about how people see a company’s values and work environment. It includes everything the company does, whether on purpose or not, to promote its unique identity as an employer to current and potential employees.
Employer branding has become a critical factor in attracting and retaining top talent. According to a survey conducted by LinkedIn, 77% of candidates say that the reputation of a company is important while 80% of HR leaders think that an employer brand has an impact on their recruiting.
However, the evolving nature of work and the increasing expectations of candidates and employees pose unique challenges to effective branding.
This is where the power of AI tools in HR comes into play.
By harnessing the capabilities of generative AI algorithms, you can transform your company’s branding efforts and create a lasting impact to your employees and to the world.
But how does it happen? Let’s go further to understand better the value that AI automations put in your company.
AI in the HR environment
As an HR professional, you already know the magical benefits that AI can offer. AI tools have shortened the time to ramp, alleviating concerns about the screening process, candidate communication, and tracking. This allows you to focus on more creative tasks while leaving automation to handle the mundane tasks.
At the same time, AI can push forward your efforts for better company branding.
Generative AI can be leveraged to enhance various aspects of branding, from employer branding to internal communication. By tapping into the potential of generative AI, you can elevate your company’s brand identity and establish a compelling narrative that resonates with your audience.
Therefore, the result is that effective branding has a positive impact on potential candidates, as well as on the external world and the power of word-of-mouth. Does this sound like marketing to you?
Marketing obviously has a huge payoff – for example, Avatar: The Way of Water was able to make until now $2.320 billion at the box office on an estimated $200M marketing budget. Of course, you don’t have that much money in your recruitment budget, which means you will need to utilize tools like AI to boost your brand.
Allow us to elaborate.
How AI can be used to boost employer branding
Good branding reflects positively on others. The image a company projects to the public can be reshaped using AI tools. A company that uses automation and keeps up with the latest technological developments to handle repetitive processes, while leaving room to utilize people in more creative processes, appears larger in the eyes of others. This creates a positive perception of your business in the public opinion.
The Society for Human Resource Management (SHRM) reports that 88% of companies worldwide were already using AI in their HR practices, even before the COVID-19 pandemic. This technology is particularly helpful for talent recruitment and selection, and can also enhance employer branding to attract new talent.
Are you still wondering how these concepts could be applied to your company? Let’s take a look at an example.
AI cheat sheet for better employer branding
Imagine a three-year-old company in a crowded startup market which had sought to revamp its branding and establish a strong reputation after the latest developments in AI. They begin experimenting with these tools to transform their approach.
By leveraging generative AI algorithms, this company has developed personalized and captivating employer branding messages. These messages communicate the organization’s mission, vision, and values, express a commitment to employee growth and development, highlight the culture and work environment, share success stories and employee testimonials, and indicate the company’s impact more clearly in the community.
The company utilized AI to create engaging and informative internal communications that fostered a sense of unity among employees.
At the same time, the organization utilized generative AI to create personalized job postings that would catch the attention of potential candidates. By analyzing large amounts of data, generative AI algorithms produced compelling narratives that would resonate with their intended talent pools. This approach enabled them to customize their employer branding messages for various demographics and increased the chances of attracting suitable candidates.
Moreover, the HR department introduced a new referral system to attract more talent with the help of satisfied employees within the company.
As a result, this company witnessed a surge in qualified applicants, an enhanced candidate experience, and improved employee engagement.
Their innovative use of AI tools propelled their brand reputation, positioning them as a forward-thinking and desirable employer in the industry.
Adopting such tools can help your business in two ways. Firstly, it positions your company as one that people want to work for. Secondly, it establishes a reputation as a company with the very best people working for it.
Intensify candidate attraction with AI
In today’s candidate-driven market, providing an exceptional candidate experience is paramount. Research shows that candidates who have a positive experience are more likely to accept job offers, refer others, and even become customers.
More specifically, in a recent survey, 49% of job seekers confirmed that they have rejected a job offer due to an unfavorable experience with the prospective employer. The way that HR professionals handle communications between candidates can boost or harm your brand reputation.
AI tools can transform the whole process of hiring by paying attention to creating a good rapport with those who apply for a vacancy in your organization. The outcome of achieving that can be very beneficial to your company.
Jacob Rios, Co-Founder and CEO of JobSage said: “You don’t have to spend much time on the internet to learn that most online reviews tend to skew negative, so it’s great to see such a high percentage of candidates also sharing their positive experiences.”
“You don’t have to spend much time on the internet to learn that most online reviews tend to skew negative, so it’s great to see such a high percentage of candidates also sharing their positive experiences.”
“It is so helpful and empowering to future candidates,” Jacob continues. “We’ve spoken to many jobseekers in our line of work and most simply want to learn the truth, both the good and the bad.”
Through generative AI-powered chatbots and virtual assistants, candidates can receive personalized responses to their inquiries, obtain relevant information about the company and position, and even receive guidance throughout the application process.
This level of personalized engagement not only enhances the candidate experience but also showcases your company’s commitment to providing a seamless and tailored journey.
AI algorithms can analyze your company’s values, mission, and culture to generate internal communications that resonate with employees. From employee newsletters to internal social media posts, generative AI can help you craft compelling content that captures attention and drives engagement.
The 30-60-90 day onboarding framework and AI copilot by Workable are all examples of how AI tools can increase brand reputation and retention rates.
Employer branding equals reputation
As an HR expert, you should consider brand reputation and employer branding as one. Their parameters overlap, and together they create a whole that affects both the internal and external environment of the company. AI tools can assist you throughout this process, but human intervention will always be decisive when it comes to branding.
A business is driven to progress through its people. Therefore, welcome your people, help them become a part of your culture, provide feedback to those who were declined, and keep your eyes on the positive outcome.
Frequently asked questions
How can AI enhance employer branding?
AI can create personalized and captivating messaging, analyze data for compelling narratives, and automate internal communications to establish a strong employer brand.
What benefits can AI bring to candidate attraction?
AI-powered chatbots and virtual assistants can provide personalized responses, guidance throughout the application process, and showcase your commitment to a seamless candidate experience.
Can AI improve retention rates?
Yes, AI can enhance employee engagement through tailored internal communications, onboarding frameworks, and tools like the Ai copilot, resulting in improved retention rates.
Is human intervention still necessary for branding success?
Yes, while AI tools assist in the process, human intervention remains crucial for shaping and maintaining a company's brand reputation.
How does employer branding relate to brand reputation?
Employer branding and brand reputation are intertwined, as they both influence internal and external perceptions of a company. AI tools can help strengthen both aspects.