Why Employment Branding Is Essential for Job Recruitment

Why Employment Branding Is Essential for Job Recruitment

While marketing, human resources, and job recruitment play different roles, their overall goals are the same. Attract and keep employees and consumers, so you can grow your business.

Competition for quality talent is stiff. The job market is tight. Unemployment is hovering at 4%, the lowest its been in years. In fact, the United States is currently enjoying “full employment,” as defined by the Federal Reserve. Forbes predicts that wages will increase to encourage comfortable employees to job-hop.

All of this is good news for job-seekers, but poses a real challenge for job recruitment. Posting on social channels and job boards will not be enough to find qualified candidates. As competition for talent increases, strategic companies are developing employment branding strategies to stand out from the crowd.

What Is Employment Branding?

Employment branding is an active, focused effort to define the market’s perception of what it is like to work at your company. It drives the kinds of candidates you attract.

A good employment branding strategy saves you time by cutting back on the number of unqualified or undesired applicants. It strengthens your company image and positions your company as a great place to work. It spells out your value proposition to applicants.

Sounds good, right?

Getting there isn’t easy. Employment branding requires collaboration. You have to tear down department silos. Managers and directors of marketing and human resources must work together towards a strategic goal. Unfortunately, any disruption in leadership or culture is going to be, well, disruptive. But the results are worth the efforts for your job recruitment process and your long-term growth.

How to Build an Employment Brand

All businesses need recruiting, human resources, and marketing to succeed and grow. These functions sculpt the business, increase profitability, and encourage growth. Your marketing team and your human resources department should keep the following in mind as they create your employment brand.

Have a marketing mindset

Develop applicant personas. You must understand the wants and needs of your potential employees so you can develop targeted employee value propositions. Rework your job descriptions so they appeal to individuals who have varying skill sets. We’re no longer in the age of the one-size-fits-all career page. Company details like culture, perks, work-life balance, and telecommuting options should be included (and promoted) in your job descriptions and company career pages.

Set a goal

What are you trying to accomplish with your employment branding strategy? Well-defined goals with trackable KPIs are needed to measure success. Don’t just try something and hope for the best. Be intentional with your marketing efforts.

Communicate effectively

Job descriptions, career site pages, and social media messages should be written with employment brand goals in mind. Broad, general messaging will attract resumes from every kind of applicant, including the less serious ones. Be specific in your job descriptions, and tailor them to match your employee personas. This will attract quality candidates who are right for your company, which in turn increases employee retention.

Unleash your marketing team

Traditional marketing channels are not off-limits. Get creative and use digital channels to support your brand. Videos showcasing company culture will appeal to viewers. Make sure you respond to reviews on forums like Yelp, Glassdoor, and Google. Remember, marketing tactics apply to candidates as well as potential customers.

Stay organized

If you haven’t invested in an applicant tracking system to optimize your job recruitment, now is the time. A good employment branding strategy will increase the number of applications you receive. An ATS is crucial for managing information, notes, and messages.

Applicant tracking systems won’t just keep you organized. You can use your system to automatically respond to resumes and increase the efficiency of the application process. Job candidates will remember your company as organized, professional, courteous, and responsive. In turn, this will enhance your employment brand reputation.

Measure and analyze

Your applicant tracking system can run and analyze reports on your efforts so you can put data insights into action. Are you getting a lot of unqualified applications? Perhaps your messaging isn’t specific enough, or you aren’t asking the right pre-screening questions. Your applicant tracking system can help you institute broad changes in moments.

Your employment brand should let people know that your company is a great place to work. Employment branding doesn’t happen at once. It requires buy-in and collaboration from many departments. If you pull together, you can attract a winning workforce.


10 Facts About the Home Care Hiring Process

10 Facts About the Home Care Hiring Process

The home care hiring process isn’t easy. The industry is booming, and job seekers have keyed in on the fact that this career has a low barrier to entry. These ten facts about the home care hiring process might surprise you – and they’ll definitely inform the way you advertise your next job opening.

In 2017, the median annual salary for a home health aide or personal care aide was $23,130. 

Home care aides make roughly $11 an hour – more than 150% of federal minimum wage. The Occupational Outlook Handbook reports that this career requires only a high school diploma or GED and short-term on-the-job training. In short, home care agencies can expect to be deluged with applicants who are eager for these positions.

This field is expected to grow by 41% from 2016 to 2026.

This is one of the fastest growing jobs out there. The average growth rate for all occupations is just 7%. As baby boomers age, they’re going to need in-home care to improve their quality of life.

Personal care aides have one of the highest rates of injury and illness.

Home care aides are subject to a variety of dangerous working conditions as they work with the elderly and infirm in their clients’ homes. Over 80% of home care aides reported that they were expected to clean the bathroom or kitchen, typically with bleach, ammonia, or other strong chemicals that could cause injury. Over one third of care aides reported back pain in the past year, and 11.2% had suffered from some kind of work-related injury. Many others complained of bites, hits, slaps, punches, and verbal abuse. How does this affect the home care hiring process? Hiring managers and agencies should make sure that applicants are aware of the potential for issues of this nature.

Despite this, most personal care aides love their careers. 

The same study asked home health aides how they felt about their jobs. Almost 90% said they would recommend the job to a friend; that number was higher for agency-hired aides (88.6%) than client-hired aides (86.5%). Care aides cited the flexible work schedule, predictable hours, and ability to work independently as reasons they continue to work in this field.

There are thousands of home health agencies in the United States. 

The Centers for Disease Control reported that there were at least 12,400 home care agencies in 2014. That number has likely only grown in the ensuing years. Job seekers have several employers to choose from. Companies need to stand out during the home care hiring process by offering potential employees the benefits that are most important to them.

Home care aides want health insurance and consistent patient assignments.

When care aides were questioned about whether or not they intended to leave the job, employer-provided health insurance played a big role. Care aides want to develop long-term relationships with patients, and they want regular hours they can count on. Surprisingly, wage had little effect on whether or not a care aide left his or her role.

The role of home care aides is changing.

As the population ages, the job of the home care aide may become more challenging. Home care aides will be spending a lot of time with their clients, and can exert significant influence over their daily habits. That’s why the home care hiring process is so difficult. You need to find high-quality candidates who are easy to train and up for the challenge.

The number of people expected to need home care aides is projected to double by 2040.

In 2015, just under 14 million American senior citizens reported that they were struggling to live independently. Experts predict that that number will double over the next 25 years. There may be a shortfall of 350,000 direct care workers by that time.

Demand for home care aides is greater than supply.

Long-term care accounted for 21.4% of Medicaid spending in 2016. Despite the size of this budget, almost half a million people are on wait lists for home- and community-based care. Home health agencies will need to fast-track the home care hiring process to fulfill this demand.

Fully 94% of recruiters and talent managers using recruiting or applicant tracking software say it has improved their process.

This Capterra study finds that applicant tracking software like ApplicantStack is beneficial in every industry. Applicant tracking software can make the home care hiring process efficient and easy. Want to learn more? Start your free trial today, and see how ApplicantStack can help you prepare for the influx of home care aide resumes that is sure to come.





Why You Need to Give Candidate Interview Feedback

Why You Need to Give Candidate Interview Feedback

At some point, every employee goes through the hiring process. From entry-level workers to executives, most candidates submit applications and, if they make it to this step, should receive candidate interview feedback.

Providing candidate interview feedback can seem painful, regardless of whether or not you are hiring the person. As the interviewer, you’re criticizing someone’s performance. What if the candidate becomes defensive? It’s tempting to only offer candidate interview feedback if you’re asked for it. Don’t take the easy route here. Candidate interview feedback can benefit you as well as the prospective new hire.

How Candidate Interview Feedback Helps You

Practice Makes Perfect

The ability to deliver constructive criticism is an essential leadership skill. Even if you’ve read the best HR books out there, there’s no substitute for practice. Delivering feedback to an interview candidate is the perfect way to hone your technique, particularly if you aren’t going to hire the person anyway.

Determine What You Want

Giving feedback to your interview candidates allows you to critically analyze exactly what you’re looking for in this new hire. This is especially important for higher-level candidates, who will have a significant impact on your company. As you assess what you did or did not like about a candidate, you can change your hiring strategy accordingly. Learn more about what you don’t want, and you’ll be better able to articulate what you are looking for.

Establish a Relationship

Offering candidate interview feedback sets the stage for a future relationship with an applicant. You want this person to feel eager to re-apply in the future, or for a different position. Maybe this person has someone in his or her network who is thinking about applying. Candidates should leave feeling good about your company – even if they aren’t offered a job. The best way to do that is by taking a vested interest in their careers.

When 51% of job applicants share their interview experiences on social media, you want to make sure that experience is a positive one. More than half (61%) of applicants search for company reviews, and what they see affects whether or not they apply.

How can you make sure you’re providing a good experience as fodder for those positive reviews? Offer candidate interview feedback. One study found that 66% of applicants who didn’t hear back from a company felt negatively towards that company. Over half were unlikely to apply for another job there as a result. Giving candidate interview feedback can seriously impact your company brand – and the people who choose to apply to future job listings.

It’s never easy to tell candidates that they didn’t get the job. But offering candidate interview feedback makes it less painful, since they aren’t left wondering what they did wrong. It’s a win-win for you and your applicants.

5 Books Every Hiring Manager Should Read

5 Books Every Hiring Manager Should Read

At ApplicantStack, we know hiring is a challenging, mysterious combination of art and science. That’s why we jump at the chance to read any books that illuminate the subject, or take a new perspective on traditional thinking. If you’re looking for a last-minute book for your summer reading list, check out what we’ve been chatting about at the ApplicantStack water cooler.

Reinventing Jobs

A 4-Step Approach for Applying Automation to Work

Automatization of work tasks has people more worried than enthusiastic. And this fear is actually causing health problems. One study even found that employees who believe their job may be automatized in the future have poorer physical and mental health as a result. Are you one of the 72% of Americans who are concerned about a future in which robots take over human jobs? John W. Boudreau’s new book, released in October of 2018, will calm those fears. If you’re already enamored with automation, it will stoke your enthusiasm and give you some concrete ideas to put into action. Boudreau’s philosophy aligns very much with our own goals for human resources.  Automatization can be used to optimize tasks so that what needs a critical eye can be done by man, while the mundane work is done by machine. Preorder it here.


Social Media Recruitment

How to Successfully Integrate Social Media into Recruitment Strategy

Andy Headworth is the original social media guru. This guide to the social media landscape is every bit as relevant today as it was in 2015. Why? Rather than taking a silver bullet approach which would become obsolete in months, Headworth details overall strategies that will be just as useful tomorrow as they were when they were written. He approaches social media as the double-edged sword that it is. While recruiters are searching social media for potential new hires, those applicants are also investigating any potential employers. Jobvite’s 2017 Recruiter Nation study found that half of recruiters and agencies plan to increase their social media and professional networking budgets. With so many recruiters under-utilizing this tool, this book will help HR managers spend that money wisely. Buy it here.

Victory Through Organization

Why the War for Talent Is Failing Your Company and What You Can Do About It

Any book coauthored by Dave Ulrich, HR Magazine’s most influential thinker of the decade, is worth a second glance. This particular guide focuses on establishing HR “as a prominent strategic partner of business” and embracing this department’s role in “creating an organization that is greater – and performs greater – than the sum of its employees’ parts.” Applicants are more than their resumes. Each candidate has untapped potential. This book teaches HR managers and recruiters how to see and cultivate it. Purchase the book on Amazon.

Hidden Value

How Great Companies Achieve Extraordinary Results with Ordinary People

We could be filling this list entirely with books by prolific business author Jeffrey Pfeffer, but this one stands out . Although written in 2000, it stands the test of time. The “war for talent” is still raging, and the advice here is still apt. Pfeffer explains that through organizational changes and philosophies, a new hire can quickly become a star. Recruiters don’t have to look for superstars at the expense of ‘ordinary’ workers. Part of the role of HR is to nurture the under-engaged worker into the extraordinary one. You can find the book through Pfeffer’s website.

The Power of People

Learn How Successful Organizations Use Workforce Analytics to Improve Business Performance

At ApplicantStack, we’re all about the data. Numbers reveal greater truths about processes and organizations – if you know what you’re looking at. (That’s one reason we include so many customizable reports in our software.) If you didn’t think a business book could double as a beach read, you haven’t picked this one up. With entertaining stories, vignettes, and case studies, it’s an in-depth guide to leveraging data, storytelling, and visualization to build your company’s “dream team.” Buy it here.

The Top 5 Benefits of Cloud Recruitment Software

The Top 5 Benefits of Cloud Recruitment Software

Spending on public cloud services and infrastructure is expected to reach $160 billion by the end of 2018, and nearly two-thirds of that spending is on software as a service (SaaS) like cloud recruitment software. Cloud computing has surpassed all expectations because it offers several benefits. Cloud recruitment software like ApplicantStack demonstrates the value of software-as-a-service.

Why Cloud Recruitment Software Is Best

It Saves Time

You can get up and running with a cloud recruitment software solution within a matter of hours or days. Traditional software takes weeks or months to implement. SaaS software is user-friendly and can be mastered in just a short period of time.

It Saves Money

SaaS is less expensive to implement and support than traditional software applications. Here’s why:

Lower Upfront Costs

Cloud recruitment software avoids the high upfront costs associated with planning, installing, and implementing a software system that needs to be deployed internally on servers and desktops and integrated with other IT systems.

Lower Maintenance Costs

Traditional software needs regular maintenance, patching, fixing, and updating. An internal IT staff or an external IT services company is typically needed for that. Most software requires continual performance updates and some type of annual maintenance program. These costs add up over time. Cloud software updates automatically, so you don’t have to worry about it.

Lower Training Costs

Conventional software applications often require extensive training to teach users how to leverage its capabilities. People get up to speed quickly and easily when using cloud recruitment software. It’s designed for ease of use, so you don’t need to waste time with training programs.

Pay As You Go

With most cloud recruitment software, you pay a monthly subscription fee that you can include in your budget. Change or cancel your subscription at any time; there’s no commitment. Once you invest in conventional software, you have sunk costs that make it hard to change – even if you’re unsatisfied.

It Keeps You Up To Date

With licensed software, you’ll be stuck waiting for a new release before you can fix bugs and glitches. Cloud recruitment software automatically keeps you updated. You’ll have the latest capabilities and up-to-the-minute fixes.

You Stay Focused

A hosted software solution allows your company to focus on its core business rather than putting time, money, and people into supporting the application. It can take significant company resources to maintain the server, integrate the application, install updates, implement security, collect user feedback and add functionality, and ensure that people know how to use the application effectively. Cloud recruitment software releases these resources so they can be redirected to the core business.

Secure, On-Demand Access

Access cloud recruitment software anywhere there’s a computer (or phone) and internet. HR teams both near and far can log in when they’re working from home or traveling. The data is more secure, since it is hosted and backed up by the provider. (If, that is, you select the right cloud service!) If something happens to an individual PC or a company server, the data is easy to restore.

Test out these benefits and see what else we have to offer during your free trial of ApplicantStack. There’s nothing to download, no cost to you, and no commitment. Try it today!

How to Hire the Best Home Care Aides

How to Hire the Best Home Care Aides

When an agency wants to hire home care aides who will be most successful, what should it look for in its applicants? In-home care providers play a unique role in their clients’ lives. They have a major impact on a person’s quality of life, but don’t typically have a part in health care decisions. The work environment is unusual. Home care aides do not see colleagues every day. They spend most of their time in the client’s home, working with him or her on a one-on-one basis.

What kind of people are best suited for this career? And how can an agency that wants to hire home care aides determine the best candidates? Here are a few things to keep in mind when learning how to recruit a home care aide.

Hire Home Care Aides Who Aren’t Squeamish

Home care aides are subject to a surprising number of occupational hazards. One study found that almost 10% of clients smoked indoors while the caregiver was present. Another 16.2% of personal care aides reported contact with feces, while 5% came into contact with blood.  The vast majority were expected to clean bathrooms and/or kitchens, often with bleach or other strong chemicals.

Home care agencies should make sure that applicants know and understand the job expectations prior to hiring. Setting expectations up front will reduce turnover.

Hire Home Care Aides Who Are Capable

Home care is physically demanding. In the aforementioned study, 11.2% of home care aides reported a work-related injury resulting in medical care or lost work time during the past year. About 34% reported back pain. Home care aides may need to physically move their clients, and should be able to lift at least one hundred pounds.

Prior to hiring a home care aide, home care agencies must ensure that this person is physically capable of meeting the demands of this job.

Hire Home Care Aides Who Are Easygoing

A home caregiver must be vigilant when it comes to a client’s health and safety. But the best home care aide doesn’t take things personally or erupt with anger when a client lashes out. In an occupational hazard study, almost 20% of home care aides were victims of verbal violence in the past year. About 6.6% were on the receiving end of some kind of physical violence, including aggressive physical contact, pinches, scratches, slaps, or punches. Aides report that this type of behavior typically came from patients with dementia.

Agencies need to hire home care aides who understand the illnesses or limitations of their clients. A good home care aide needs to control his or her temper and respond appropriately, even when a client is unreasonable or abusive.

Hire Home Care Aides Who Are Eager to Learn

As the need for in-home caregivers increases, the role these workers play in their clients’ lives will begin to expand. These attendants are perfectly suited to act as positive influences on the elderly population. With the influx of senior citizens, home care aides are expected to take on greater responsibilities such as providing physical activity programs.

Agencies should hire home care aides who wish to improve the care they offer by taking advantage of learning opportunities. In turn, home care agencies should ensure that these opportunities are plentiful for their aides.

Hire Home Care Aides With Varied Interests

Burnout is high for home caregivers. This is a demanding career; it’s not for everyone. A meta-analysis of research on nursing home health care aides found that a rich personal life is the only mitigating factor that significantly alleviates emotional exhaustion.

Home care agencies should discuss a candidate’s other interests, hobbies, and social support structures during the interview or application process. This will give the agency a better sense of a candidate’s susceptibility to burnout.

Hire Home Care Aides With Long-Term Plans

It takes time for a caregiver to establish a relationship with a client. Continuity of care is essential for the health and wellbeing of those seeking to hire home care aides. Studies show that a health care aide needs to work consistently with a client for optimum satisfaction of both client and caregiver. Over time, the aide learns strategies to handle the client, as well as client preferences and medication schedules.

Home care agencies should pass on candidates looking for a short-term, temporary job in favor of those who have chosen this field as a career. This is a difficult job, and it takes dedication, perseverance, and a willingness to learn. An applicant tracking system can help agencies determine which candidates are best suited to their clients’ needs. Home care hiring doesn’t need to be a time-consuming process. With the right tools, home care agencies can find the best care aides quickly and easily.