Communicating your company culture from the get-go enables you to increase engagement and save time, attracting the best candidates and eliminating those unsuitable quickly.
If your job advertisements are not branded to communicate your company purpose and culture, you may be wasting precious time sorting through candidates who are the wrong cultural fit.
Annette Carroll reporting for ERE explains how to make the most impact through branded content:
Brand every piece of content you post and use it to instantly draw candidates into your culture. The most popular and impactful posts are the ones that make people feel something; excitement, happiness, hope, etc. Job descriptions are overlooked as content, but that is exactly what they are, and there is no better time to evoke emotion than when trying to entice someone to apply at your company.
My focus is on the candidate. I want to let them know what we can offer them, through a job posting that immerses them in our culture.
Consistent, branded content can be used to instantly draw in the best candidates for your organisation. Job advertisements are a deliberate branding strategy especially designed to invoke a response. They are personal, while still communicating the expectations of the role, and allow room for readers to become curious and engaged.
The best techniques for crafting a branded, eye-catching job advertisement include using personal, conversational language, asking questions, and storytelling through introducing the “story of why” candidates would want to work for your organisation.
Source
Job descriptions are a branding opportunity
Annette Carroll
ERE