Do you find it increasingly difficult to recruit the best available talent for open positions? It´s important that you work on your employer brand. Your communication with potential candidates need to be optimised for a world that expects more transparency every day. They should be able to understand their role, know their mission and really get what it is like to work for you.  

Although significant efforts have been made in recent years to improve the transparency of communication with potential candidates, there is a lot to be done. “In a candidate driven market you have to be very clear about what you can offer people in terms of a career path,” says Thibaud Adès, Managing Director of PageGroup Belgium. “Think for example of a tailor made training program, flexibility and a working environment where they can thrive.”  

Job postings are the first line of promotion for a position and content is key for potential applicants. Together with hiring managers and recruiters, this is where you pre-select through your choices – of wording, skills requirements, company information, and unconscious bias (in terms of experience and skills). “It´s important that you communicate to potential candidates what the impact of your company is on the local community, the world at large and the future,” says Olivier Dufour, Executive Director of Page Personnel Belgium.  “That is at least as important to the new generation of candidates, as the job you are offering them. They want to know the values of your company.” 

How can employers create a brand that reflects their reality?


Key Insight: Job adverts that reflect the reality of a company prompt potential applicants to discover more about your company, helping to reduce time to hire and improving the ability to attract latent candidates through third parties.  


Be contextual in reflecting reality 

In your communication to potential candidates, you must provide information on the working environment, conditions, collaboration, available technologies, management style and team. In short, every message you send out should open a window into your company. Now, more than ever, candidates expect this and have become more pointed in their questions if this meaningful information does not appear.  

In your recruitment process, you must arouse candidates’ interest and, to do this, they need to see differentiation in the offer, environment and team. You need to identify the nature of the working environment, while being as transparent as possible, so the potential candidate can project themselves into your company.  “As a company you only have a short time to convince a job candidate, so the look and feel of your organisation needs to meet their expectations,” explains Joost Fortuin. “As soon as they enter your company they look around and see how people interact with one another. They will give more weight to their own observations than to what you have told them about your company.”  

Michael Page can help you get to the purpose of working in your company to appeal to your ideal candidates. In each job advert there are sections that are often left blank. They must be completed, to help you attract the best available candidates.  


Key Insight: The candidate’s need for contextual information to gain a clearer and more realistic view of your proposal overrides almost everything else. 


Technology is the supporting act, not the headliner  

Future recruitment will see more automation and machine learning in all processes. However, the aim is not to replace the human in the value chain, it is to support and expand their capabilities. Technology will help to augment people’s skills by speeding up selection processes, or by helping to remove bias in the wording of employer branding or job posts and much more.   

The key here is that all parties must work together to improve current processes so they reflect the future of hiring that technology can provide. If the human input is not improved, the machine output will not reach our collective goals for it.  


Key Insight: Hiring managers and recruiters need to work in partnership to collectively improve the information provided in CVs and job posts to help tech solutions provide accurate results. 


How can you help recruiters deliver improved candidate lists?   

Having a purpose is not the catchall answer, but the insights you can provide into the team, function or division are definitely fit for purpose. Your insider knowledge will help to sell the role, and help your recruitment partner understand more so they can better inform candidates when appropriate.    

Purpose is important in the hiring process, as it gives a potential applicant a deeper understanding of the company and why it does what it does. Purpose also helps hiring managers put a role in a wider company context, which helps recruiters sell the role to a wider audience. But purpose does not need to be captured in a formal document like a company mission statement.   

When the recruiting parties are aligned, and if current and future skills sets are visible and understood, then psychometric testing can be introduced to assess behavioural skills. Through this type of testing, you can move beyond the static, backwards looking CV as the document indicating potential candidate suitability.   

It favors wider pre-selection and allows for better prequalification, and more equal and inclusive recruitment. The candidate responds to personality and motivation questionnaires developed by researchers, while you define the criteria for success, as well as the technical and behavioral skills needed to successfully fulfill the role. 


Key Insight: Psychometric testing in recruitment favors wider pre-selection and allows for better prequalification, and allows for more equitable, inclusive recruitment thanks to a proper assessment of employer-employee compatibility.


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