How attention-grabbing is your employer brand? No, seriously, does it really grab anyone’s attention? Or is it bland, dull, full of the same old promises? In today’s world of recruiting, employer branding plays a major role in the quality of applicants to your enterprise. And when I say major role, I mean it can affect the amount of people applying to your company, your cost per hire rate, and how much time you’re spending on actively searching for candidates. Because the image of your company and what it’s like working for you is such a central part of the recruiting process, you need to work hard on getting those messages right. That means: avoid platitudes. Platitudes may even make your company seem less legitimate. According to the Rheingold Institute, “Employer branding that exclusively focuses on trendy opportunistic platitudes involving “work-life balance” and “team spirit” and employs implausible visual imagery depicting grinning “real-life” employees is not only very costly but also completely fails to provide the employer with a credible profile.” At some point it might have been cutting edge to present a company’s culture with the platitudes we’re currently seeing in employer branding, but now, it’s time to push past those typical statements that don’t solidify why candidates should work for you. Below, we’ll talk about 3 basic platitudes that have taken over branding, and 3 companies that are excellent examples of how push past the status quo.
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