The talent shortage is at a 12-year high and today’s candidates
have the upper hand over recruiters. 45% of
employers report difficulty in finding the right skills, and candidates
now expect faster turnarounds because they have increasing flexibility in their
Elevating your company as an employer of choice among top talent
requires a recruitment marketing strategy focused on amplifying your employer
message as well as attracting and nurturing candidate leads. A key practice to strengthen
these efforts is monitoring and analyzing employee reviews.
Produce Better Content
You can create countless pieces of recruitment marketing content, but
that content’s value is only as good as your message. LinkedIn indicates that 75% of job
seekers investigate a company’s employer brand before applying for a
position, and nearly half of recruitment marketers view employer brand messaging
as the most useful way to advance candidate interest.
What makes an effective employer brand message? The answer lies in
review sites. Employees are constantly sharing their workplace experiences
across public sites like Glassdoor, all of which contain rich insight into the
strengths and weaknesses of your workplace. Staying on the pulse of employee reviews
can help you craft a message that is already resonating among your talent pool.
Monitoring reviews can also add authenticity to your message. The
word-of-mouth information contains key details about the emotional and
lifestyle aspects of your company—qualities such as motivating job content,
innovative team culture, and fun social events. Incorporating these details in
your content can make your employer brand more genuine and trustworthy. As Lauren
McCullough from employer brand consultancy The Muse states, “The messaging should
ideally be coming from your employees themselves. They are the ones
experiencing and shaping your culture every day, they are the face of your
employment brand, and candidates trust what they have to say.”
Successfully Nurture Talent
With competition for talent, recruitment marketers need to regularly
engage leads, applicants, and previous candidates. This prospective talent is
closely watching and acting upon employee reviews: TalentNow
indicates that 70% of candidates look at employee reviews prior to
career decisions and 55% abandon applications after reading negative reviews
online. Staying aware of your public employer brand on review sites can help
you highlight your company’s positive attributes with a candidate who is on the
fence and counter negative messages early.
Analyzing word-of-mouth reviews of the applicant process can also
help you discover the highlights and drawbacks of the candidate experience and
improve your message at every point of the candidate journey. Maintaining a
strong employer brand with candidates helps ensure they will apply to more
roles with you again in the future even if they don’t land the job this time.
Add Employee Review Analysis to your Recruitment Marketing Toolkit
Regularly monitoring employee reviews can guarantee your recruitment marketing strategy remains relevant and impactful. Tracking key messages in reviews also enables you to generate content that resonates with key talent at every stage of the recruiting cycle.
PublicRelay’s human-assisted AI platform analyzes all your employee reviews in one place to support your recruitment marketing goals. Click here to learn more.