How RPOs can help their clients build a compelling employer brand

By the very nature of the relationship between dedicated RPO Account Managers and their clients, RPOs (Recruitment Process Outsourcing providers) become an extension of their clients’ businesses. So it’s vitally important that RPOs ensure their clients’ employer brands are presented in the best way they can be. Performing a timely ‘health check’ of their career pages, Indeed Company Pages and Glassdoor pages will help position their brands in the best possible light, and give them an edge in the competition for top talent.

Why do a brand health check?

In any labour market, a company’s employer brand impacts the number and quality of job applicants  received. In a tight market, the impression job seekers have of an employer is even more critical.

Today’s job seekers are sophisticated and marketing-savvy. They often research a company before deciding whether they will apply for a job there, and they do it across more than one platform. Once they see a job on a careers page, they’ll often go in search of third-party information in places such as Indeed and Glassdoor. If the information they find doesn’t provide a clear, consistent picture of the role and the company’s work culture, it can create a negative perception of a company’s integrity and professionalism. It may even cause them to miss out on some great hires.

How misaligned employer branding impacts hiring

Your client’s brand is everything. It needs to ‘walk the walk’, not just ‘talk the talk’. The values they express must be evident in their culture, as this can impact how their business is perceived, not just by job seekers, but also by current employees and the marketplace. If it’s not speaking with one clear, consistent voice across all career platforms, it may bring both their brand and reputation into question. It may even lead to a decline in the number of job applications their open roles receive.

Something as simple as old company logos and other visual branding on one page, and a new one on another, can be perceived by job seekers as a lack of professionalism or care.

If your client’s Employer Value Proposition and corporate values are inconsistent across their career pages, Indeed and Glassdoor, it brings into question the authenticity of and commitment to these values. For example, if your client promotes work/life balance for employees, yet Glassdoor reviews speak of long hours or inflexibility around time off, job seekers are unlikely to trust the picture your client is painting.

Another common example is of employers misrepresenting hybrid, remote or flexible roles. Many candidates find they have been enticed with the promise of remote work, but during the interview stage, discover they would be required to attend the office in person for two or more days a week.

And it’s not just job seekers who’ll find these inconsistencies ringing alarm bells. Current employees experiencing a culture that’s inconsistent with the values being promoted externally may become disengaged and start their own job search, quite possibly signing-off with a negative review. 

How you can protect your client's brand