How do Applicant Tracking Systems Help in Employer Branding?

Published On
Apr 14, 2023
Read Time
4 Minutes
OnBlick Inc

In today’s highly competitive job market, it’s not enough for companies to simply advertise job openings and wait for candidates to come to them. Instead, they must actively work to enhance their employer branding efforts and create a positive image as an employer of choice.

One tool that has become increasingly popular in recent years for achieving this goal is the Applicant Tracking System (ATS). By streamlining the recruitment process, improving the candidate experience, and providing valuable data insights, ATS can play a critical role in helping businesses enhance their employer branding efforts and attract top talent.

This article discusses how an applicant tracking system can help in employer branding.

What is Employer Branding?

Employer branding, in simple terms, is a company’s reputation as an employer and the benefits it provides or what it offers to its employees. Quality personnel are essential to the survival and expansion of the company, and strong employer branding helps recruit and keep them. Employer branding is crucial since it establishes the company’s commercial identity. It’s what distinguishes the business from competitors in the eyes of job seekers and what makes it a great place to work.

How to improve employer branding?

Businesses can enhance their employer brand by creating a positive image and reputation as an employer of choice. This can be achieved by:

* Highlighting the company’s culture, values, and mission,

* Providing a great employee experience,

* Promoting work-life balance and diversity,

* Offering competitive compensation and benefits,

* Providing opportunities for professional development and growth,

* Encouraging employee engagement and participation, and

* Creating a positive work environment.

By emphasizing these factors and ensuring that employees feel valued and supported, businesses can attract top talent and create a positive image that can ultimately lead to increased employee retention, improved productivity, and overall business success.

Businesses must market themselves to attract the finest people and have a strategy to boost employer branding to be successful. Here are a few employer branding tactics to take into account.

Build a strong EVP

The Employer Value Proposition (EVP) provides a compelling incentive for people to work for the company, which encapsulates the company’s mission, beliefs, and culture. It is everything the business as an employer can provide in exchange for the knowledge and abilities the staff members bring to the table.

A competent EVP may assist in prioritizing goals and agendas across the entire organization, re-engaging a disinterested workforce, and saving hiring expenses. It can also attract and retain the top candidates. Most importantly, it supports a strong and positive employer brand.

Avoid making any critical employer branding errors

Improve employer branding by turning prospective company candidates into employees, keeping them informed frequently, and sending offer letters more quickly. Yet, there is one more important factor that most businesses overlook: the applicants passed over for further consideration after an interview.

These candidates will have the correct impression of the employer brand. Let them know why they were denied, respond promptly, invite them to apply again, and archive their information in the talent pool. Even if they are not hired, they may encourage others to apply for jobs with the company, where they serve as brand ambassadors.

Visibility matters

Companies need content for candidate personas just like marketing develops content based on buyer personas. Blog entries on workplace events, hiring procedures, social media updates about the internal workplace culture, notable employees, photos, movies, and employee job sharing are examples.

You may include video testimonies from staff members and even former staff members who had a fulfilling experience. These speak about the employer brand to potential candidates.

Assess and improve

Only through evaluating the results of the prior efforts can anything be improved. This also applies to enhancing the employer brand. Managers must regularly monitor the offer rejection rate, employee turnover rate, and candidate application volume to see how much it has increased or decreased.

Although this information is essential for enhancing the employer brand, it may be incredibly time-consuming and inaccurate without the proper HR reporting tools. Reduce the amount of human work required to create these reports by considering the various reporting software solutions.

ATS and Employer Branding

Here are the different ways in which an Applicant Tracking System enhances your employer branding:

Provides a better candidate experience: ATS can help create a better candidate experience by offering an efficient and user-friendly application process. With ATS, candidates can easily submit their application materials online without the hassle of mailing paper copies or emailing them to different individuals in the hiring process.

Keeps candidates informed: The system can also notify candidates of their application status, sending regular updates on where they stand in the recruitment process. This level of communication can increase candidate satisfaction and create a positive impression of the company’s hiring process. Automated communication can also save hiring managers time and effort, allowing them to focus on other aspects of their job.

Offers personalized communication: ATS can use candidates’ names and other relevant information to personalize contact with them. This can make candidates feel valued and respected, even if they are not ultimately selected for the position. Personalized communication can also create a positive impression of the company’s hiring process and overall culture.

Creates a positive impression: ATS can help create a positive image of the company by providing a professional and efficient application process. When candidates have a positive experience during the recruitment process, they are more likely to recommend the company to others and may even apply for future openings. A positive impression can also enhance the company’s reputation as a great workplace.

Showcases company culture: ATS can include information about the company culture, values, and mission. This helps attract candidates with similar beliefs and values. When candidates can see what the company stands for and what it values, they make more informed decisions.

Streamlines the application process: ATS can help simplify and streamline the application process, making it more user-friendly and efficient for candidates. When candidates can easily submit their application materials, they are more likely to complete the application on time. A streamlined application process can also create a positive impression of the company’s hiring process.

Enhances social media presence: ATS can integrate with social media platforms and allow candidates to apply for jobs through social media. This can increase the company’s visibility and social media presence, making it more attractive to potential candidates. A strong social media presence can also create a positive impression of the company’s culture and values.

Improves employer branding consistency: The system can help ensure consistency in employer branding across all job postings and communication with candidates. When the company’s branding is consistent, candidates are more likely to understand what it stands for and what it values. Consistent branding can also enhance the company’s reputation as a great workplace.

Provides a better candidate screening process: ATS can use algorithms to screen resumes and identify the most qualified candidates. This can save hiring managers time and effort, allowing them to focus on other aspects of their job. A more efficient screening process can also create a positive impression of the company’s hiring process.

Encourages employee referrals: ATS can allow employees to refer candidates, making it easier for them to refer potential hires. When employees can easily refer potential candidates, they are more likely to do so, increasing the business’s status as a great workplace. Employee referrals can also help increase diversity and inclusion in the workplace.

Provides valuable data insights: ATS can provide valuable data insights such as metrics on time-to-hire, applicant sources, and application completion rates. These insights can help the company improve their recruitment process, identify areas for improvement, and make data-driven decisions. This can ultimately lead to a more efficient and effective hiring process and a more positive impression of the company’s recruitment efforts.

Builds a talent pool: ATS can help develop a talent pool of qualified candidates who can be considered for future openings. When candidates submit their application materials, their information can be stored in the ATS for future reference. This can save hiring managers time and effort in future hiring efforts and create a favorable impression of the company’s recruitment process.

Creates a competitive advantage: Finally, ATS can provide a competitive advantage for the company in the recruitment process. A company’s well-designed and efficient recruitment process can attract top talent and create a positive impression of its culture and values. This can ultimately lead to a more successful recruitment effort and a stronger overall brand image.

Summing Up

Managers should avoid settling for mediocrity when it comes to employer branding. Choose a brand-focused applicant tracking system to modernize and advance the recruitment process for a seamless candidate experience.

ATS can help attract top talent and create a positive image of the company’s recruitment efforts by providing a better candidate experience, keeping candidates informed, personalizing communication and much more. We hope this article helps you select one that enhances your employer branding in every way possible.

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