The Impact of Employer Branding in the Recruitment Process

Employer branding is the organisation’s reputation among the employees, potential candidates and the industry as a whole. If the organisation is not working to influence its employer brand value, this affects its position in the industry. A poor candidate experience definitely affects the recruitment process, and organisations must build the right infrastructure to provide them with proper access. 


This process is also how organisations market to job seekers and internal employees.

The Importance of Employer Branding

An organisation differentiates itself from their competitors in the market through employer branding. A strong employer brand helps organisations to attract suitable candidates from the job market.

Employer branding improves the hiring process, builds trust and retains talent in the organisation. More productive employees mean business growth. When the employee’s morale is happy, they tend to feel proud to be part of the company.  

This is important for every company since it has a massive impact on the organisation’s workforce. For most organisations, to influence and find talented employees from the job market, they have to build an employer brand to encourage recruitment. 

It is how an organisation markets itself to desired job seekers. This is done by showcasing the organisation’s unique advantages and positive work culture, so as to position itself among the top places to work.

Employer Branding in the Recruitment Process

Employer branding is also influenced by the recruitment process. Recruitment is a main factor, as it influences the decisions of job seekers. According to research, 69% of job seekers would not take a job with a company that had a bad reputation, even if they were unemployed.

An organisation already must know where they stand in the market with respect to employer branding, and plan accordingly to attract talent from the job market. Job seekers are interested in what the company offers, what it holds, and what opportunities it provides to the employees.

An applicant tracking system (ATS) helps to simplify and customise the recruitment process for a more personalised and positive candidate experience. This process helps recruiters to accomplish their day-to-day tasks, and recruiters can stay focused on more important things. The best way to optimise the recruitment process is to monitor the performance, and measure how well the system works. 

The organisation has to follow an employer branding strategy to build a reputation by considering the mission, vision, and values

When to Follow Up During the Recruitment Process

After an interview with the candidate, send a follow-up message with a thank you note. Address the person by mentioning their name, mentioning their job title, confirming their interest in the position, and asking for their feedback.

Do not overdo or send multiple follow-up messages during this process. When you send multiple messages, interest and enthusiasm can have the appearance of desperation to acquire the candidates for the job role, which can have a negative impact. 

When you do not follow up during the recruitment process, the candidates who attended the interview can feel that it is unprofessional to be left not knowing whether they are selected or not for the job. The organisation has to meet a certain set of standards in order to maintain its branding. Here are some steps on how organisations can send a follow-up after an interview:

employer branding

1. Thank you Note

A thank you note after an interview, and an update in the database can help to keep track of the applicants. Organisations that do not respond to job seekers take a severe hit to their brand image, losing out on future talent. 

2. Personalised Message

A personalised message helps to reach the candidate in an effective manner. The personalised message gives the opportunity to connect with the candidate and to have a human touch to the message rather than a standard message sent to every candidate. 

3. Signature

It is important to add the signature of the person from whom the message has been sent to the candidate after the message. This helps to contact the necessary person responsible for further information and clarity regarding the recruitment process. This helps to make a good impression as a hiring manager that shows that you are thoughtful and appreciative of candidates. 

Frequently Asked Questions

1. How does the recruitment process impact employer branding?

Organisations with positive or favourable employer brands tend to attract more candidates and apply for positions in the organisation which lead to an efficient recruitment process. 

2. How does not following up with the candidate during the recruitment process impact employer branding?

When you do not follow up during the recruitment process, it can affect the candidate’s experience, and the chances are higher that the candidates will take the lack of communication in a negative manner. In contrast, if the candidate hears from you during the process, it creates a positive impression on the candidate, and they tend to value your brand. 

3. What is the importance of having a strong employer brand?

The recruitment process has evolved into a candidate-centric process. A strong employer brand influences the decision of the employees to choose the organisation or not. It is important that the employer branding process consists of core values so that candidates get an idea of what is it like to work in the organisation. 

Closing Thoughts

Creating strong employer branding by increasing the morale of employees can help to increase productivity of those employees. This process helps to attract and retain potential candidates for a job. This is essential for the top talent to stay and grow in the organisation. It is essential to build a positive employer brand, as it affects the recruitment of new employees, retention rates, and engagement of employees, as well as enhances the overall perception of the organisation in the marketplace. 

Regardless of how the interview went for the candidate, it is a must for the organisation to send a follow-up after an interview. Candidates deserve feedback and answers for how they performed in their interviews. Organisations that neglect to send follow-up messages can hurt their employer brand in the marketplace.  


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