June 29, 2018 | Written by: Jesse Farias
Categorized: Talent Acquisition
Share this post:
How a company is perceived both internally and externally can be important factors when it comes to successfully attracting new talent. A company’s self-perception might not always align with public perception, and that creates challenges in recruiting.
Incorrect perceptions come in many forms. For instance, a company may view itself as innovative. Candidates, on the other hand, may not understand what the company actually does or why the work matters, a key recruiting point for Millennials.
Another misperception is career potential. The company thinks of itself as a place for advancement, citing its long-term employees, some of whom may have worked their way from entry-level positions to leadership roles.
The perception in the community, especially for companies located in smaller towns, may be the opposite. Residents might be familiar with the company’s pain points, such as past layoffs, because of current and former employees who live in their community. This won’t appeal to Generation Z, which seeks stability.
When companies don’t correct these misperceptions, it makes recruiting more difficult, especially for niche roles whose best-fit candidates can command higher salaries. I’ve seen this firsthand in the manufacturing industry. Hiring managers may expect a stack of candidates with an XYZ skill set, but the reality is that there are a handful of applicants with XY skills who need to be trained for Z.
Own the narrative
Thankfully, manufacturers can take specific steps to correct misperceptions that potential candidates and their community may have about the company and available jobs. IBM Talent Acquisition Optimization works with clients on these steps.
First, manufacturers need a realistic picture of the marketplace. They need to know what the market is dictating in terms of skill availability and salary expectations. An RPO partner like IBM can provide market data and analytics and use our Sourcing Science team to uncover talent in the market.
Second, to raise their profile as a company, manufacturers should be active on LinkedIn, Facebook and YouTube. Videos are a must for manufacturers, because they powerfully demonstrate what they do and why they do it.
Third, to communicate with candidates about specific jobs, manufacturers should use video voicemails (for a personal touch) and infographics, which also can be used for widespread reach on social media.
A dynamic presence on social media is an expectation of candidates of any age. In fact, checking a company’s social media channels—such as Twitter, Facebook and Instagram—is the first thing a candidate likely will do when learning about a potential employer.
The correct social media messaging conveys manufacturers as modern employers, dispels incorrect notions, generates interest and helps answer candidate questions—the most important of which is, “Can I see myself working here?”
Learn more about how IBM Talent Acquisition Optimization can help your company solve the perception problem and other recruiting challenges in the manufacturing industry.