The image of the employer is one important part of the company’s brand. Competition for good employees is intensifying and the employer brand is becoming increasingly important – read more about the importance of the employer brand here.

Job seekers form a certain perception of employers already during the recruitment process, and they evaluate the employer at the same time as the employer evaluates them. Nevertheless, a job seeker’s experience is too often overlooked when planning the recruitment campaign and its and implementation. Bad experiences are remembered for a long time, while good experiences significantly strengthen the employer brand in the long run. If you want to convince the best applicants, you need to stand out.

We’ve put together a few of the most common mistakes employers make during recruiting and tell you how to avoid them. With these tips, you stand out from the crowd, succeed in modern recruitment and you will definitely stay in the minds of the candidates in a positive way!

1. You forget your target audience

Do you know who you’re talking to when you’re writing a job posting, or is your message too general or difficult to understand? It is a common mistake that communication about a job vacancy is flat and the message does not show what kind of employees are actually looked for. If you’re looking for young and ambitious salespeople, a very formal and stubborn style is unlikely to appeal to this audience in the way you want. Therefore, it is important that you identify your target audience and tailor the message accordingly, don’t try to reach everyone.

2. You choose the wrong channels

Once the target group is clear, you need to figure out where you can reach the right people best. There is a lot of choice today, so don’t settle for the most obvious options. For example, you should make full use of social media channels and be present where your target group spends time. There are also a lot of physical and digital recruitment fairs and other events that will increase your visibility among potential employees.

3. Using worn out phrases

Is the job you offer really a “Lookout Spot” where one can develop and grow in with “Top Team”? Job seekers are constantly encouraged to add personality to their job applications, but employers often forget to follow their own guidelines. The same rules apply to job postings; unfortunately, cliché and generic announcements quickly drown in the masses. The job advertisement can and must show personality, especially if the target group consists of young professionals. Why should a job seeker choose you among hundreds of other options? What makes you stand out? Whether it’s related to organizational culture, good humor, flexibility, or whatever – bring it out in a job posting!

4. Lack of specificity

Job seekers need concrete information about the job description and what the job requires. Employers often emphasize what they expect from a new employee, but the job seeker is also interested to learn what they can expect from the employer right at the beginning of the recruitment process. It would be a good idea to open the job description clearly with examples already in the job posting. However in the job interview at the latest it should be clear. You can describe a typical work day, and explain more about the most important work tasks. Job seekers are also often interested to know what kind of team they will be joining.

Salary and pay transparency are issues that have been much debated recently. Salary negotiations are very often left to the final stage of the whole recruitment process, which seems strange given its importance. Many job seekers will appreciate it if the pay scale is already clearly stated in the job posting, as this will also save the applicant’s time. Presenting a salary request can be a difficult place, especially for young and less experienced job seekers, as they do not yet know exactly what salary they can expect. So be open and honest about the job description, use concrete examples and, if possible, state the salary immediately in the job posting.

5. You leave job seekers hanging

By far the most common mistake employers make is not communicating to job seekers about the stages of the recruitment process. Indeed, you often hear examples of cases where a jobseeker has received a response in June for a job application they sent out in January – or in the worst case, there will never be a response. A good way to communicate to job seekers is to let them know whenever the recruitment process is progressing. Applications are first reviewed, then the best candidates are invited for an interview. If for any reason the recruitment process is delayed, please inform applicants as well. Complete silence during recruitment frustrates job seekers and thus negatively affects the company’s employer brand. Continuous communication throughout the process, on the other hand, increases transparency and increases trust in the company. So, tell the job seeker openly about the stages of the recruitment process and show that they have not been forgotten.

6. The interviews repeat the same pattern

The job interview itself could be scary and perhaps even distressing situation for many, so it can be difficult for a job seeker to make the best impression of themselves in that situation. It is employer’s job to create as natural and comfortable atmosphere as possible so that the applicant can relax and be themselves. Remember that a job interview works in both directions – the job seeker also evaluates the potential of the employer and possibly considers between several options. The job interview is thus a screening place for both the applicant and the recruiter, so the employer is also required to prepare for the interview and be prepared to answer the job seeker’s questions.

Job interviews do not have to repeat the same familiar pattern in which the applicant answers the questions posed, but the interview can also add a touch of personality. By bringing your own personality to the interview, you are more likely to dig out the job seeker’s personality as well. Throw the ball in the direction of the job seeker and create a discussion with follow-up questions. Listen and be genuinely interested. Use your creativity and don’t ask the most common questions that have been used for years and to which every job seeker has practiced an answer beforehand.

7. You procrastinate with bad news

Don’t procrastinate with negative responses but let the job seeker know as soon as possible already during the recruitment process if they have not been chosen to go through. This shows respect for the job seeker, because then the job seeker will be able to focus fully on other searches. The goal is to leave the job seeker feeling relevant and valued, even if they did not get a job at that time. So don’t just send cold rejection emails but tell the applicants openly about the selection criteria and encourage them to try again later. An even more personal way to report bad news is over the phone, making feedback even better. This should be favored, especially for applicants who have gone further in the recruitment process.

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