Finding the right cultural fit for your company is crucial and employer branding helps you get it right from the start

In our conversations with professionals within HR, Employer Branding and Recruitment Marketing, we hear about their latest challenges. A recurring worry for HR teams is to make sure they’re attracting the right candidates and hiring the right cultural fit for their companies.

It’s estimated that the material cost of turnover caused by hiring poor cultural fit can be at least 50% of the employee’s annual salary. Additionally, studies have shown that poor cultural fit correlates with reduced organizational trust and job performance (1,2,3). How can this be prevented?

Finding the right fit starts with talent attraction and candidate experience. Employers can help candidates know for themselves if they’re the right fit by communicating clearly and consistently throughout their career channels.

Here’s an opportunity missed by many employers: According to 82% of the European respondents who took part in the Potentialpark Study, the career website is the most important source of information about an employer. But after browsing it, more than every second student is unsure whether their profile fits the employer. Cultural fit isn’t easy to assess from a single paragraph or value statement. Respondents need a reference point to daily life at the company to see how culture is lived. In fact, information about daily tasks was the most requested content about a team or department, being the highest in Germany with 84% of respondents requesting it, followed by 82% in Italy, 81% in France, and 69% in UK. Across the Atlantic the story is similar: 70% of respondents in the US want employers to share this.

Cultural fit isn’t easy to assess from a single paragraph or value statement. Respondents need a reference point to daily life at the company to see how culture is lived

Percentage of candidates who want information about daily tasks of a team or department

However, the results of Potentialpark’s evaluation of 461 career websites confirms the lack of transparency perceived by respondents: only 23% of the employers from our European study provide information about the career paths within the company, and just 15% describe or visualize the workday of the employees. In the US, only 20% of employers show what a typical day looks like, and a mere 16% talk about career paths. Two relatively easy elements to adopt that may determine whether a visitor becomes an applicant or not, and which can influence their permanence in the company, especially when all other considerations (such as salary, tasks, and benefits) are equal in alternative job offers.

Two employers with outstanding performance in our study are SAP and McKinsey & Company, both provide valuable and timely information about their company culture. One of the first things SAP does in their career website is to literally encourage candidates to consider carefully whether they are a match before they apply. And McKinsey goes the extra mile by offering detailed information about its different industries and roles, meeting talent’s expectations, and taking action in shaping their perception of the workplace even before they apply.

Potentialpark supports employers so they can optimize their communication strategies, present information that is relevant to the candidates, and shape a successful candidate experience. We  go directly to the source, and ask talent what they need and want during the job search and application process.

Request your demo or contact us to learn how our products can help you identify your strengths and the elements of your communication that need the most of your attention.

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By Pamela Chávez and Barbara Schoell from the Potentialpark Team
September 2017

Chasing talent and converting applicants: These employers have the best strategy

Press Release for EU
In many European countries the lowest unemployment rates are reached since 2008, and companies are struggling more than ever to meet their recruitment needs. Many employers are working harder than ever to attract candidates and convert applicants. In this challenging recruitment period, which companies have the best strategies for online attraction and candidate experience? Potentialpark’s annual study investigates how well employers meet candidate expectations, and the publication of their 2017 rankings show which companies are best in class.

Download the full press release here.

Le palmarès des entreprises qui recrutent avec leur temps

Les résultats de l’étude OTaC 2017 Luxembourg de Potentialpark montrent que les employeurs luxembourgeois font preuve d’une plus grande adaptabilité dans leurs modes de communication tout en faisant face à une transition technologique de plus en plus rapide. La 3è édition luxembourgeoise de cette enquête montre que les jeunes diplômés connectés à de multiples canaux et devices sont en attente de transparence, d’inspiration et de simplicité dans leur expérience digitale de candidat.

Download the full press release here.

Chasing talent and converting applicants: These employers have the best strategy

As the US reaches the lowest unemployment rate since 2008, companies are struggling more than ever to meet their recruitment needs. Many employers are working harder than ever to attract candidates and convert applicants.
In this challenging recruitment period, which companies have the best strategies for online attraction and candidate experience? Potentialpark’s annual study investigates how well employers meet candidate expectations, and the publication of their 2017 rankings show which companies are best in class. This year’s top three companies: GEICO, SAP, and UnitedHealth Group were clear leaders out of 110 employers from a mix of different industries.

Download the full press here.

Candidati italiani: quando l’amore per il brand non basta

Dal quarto studio OTaC italiano condotto da Potentialpark emerge che le aziende stanno mostrando una grande adattabilità nella loro comunicazione ai candidati, di fronte ad una crescente transizione tecnologica e di comportamento dei giovani.
Da un lato le aziende si stanno confrontando con i professional e social network (e.g. LinkedIn e Facebook), più veloci e intuitivi, per quanto riguarda i sistemi di ricerca lavoro e candidatura online. Dall’altro lato si stanno confrontando con un mercato di candidati dinamico ed esigente, con bisogno di trasparenza e semplicità per la candidate experience digitale.

Download the full press release here

Le palmarès des entreprises qui recrutent avec leur temps

Les résultats de l’étude OTaC 2017 France de Potentialpark montrent que de nombreux employeurs français font désormais preuve d’une grande adaptabilité dans leurs modes de communication tout en faisant face à une transition technologique de plus en plus rapide.  La 10è édition française de cette enquête montre que les jeunes diplômés connectés à de multiples canaux et devices sont en attente de transparence, d’inspiration et de simplicité dans leur expérience digitale de candidat.

Download the full press release here.

Bewerber beklagen Intransparenz und veraltete Technik

Bewerber um einen Arbeitsplatz haben klare Erwartungen, wie sich Arbeitgeber ihnen gegenüber auf ihren Online-Kanälen präsentieren sollen. Das zeigt die diesjährige „Online Talent Communication“ (kurz OTaC) Studie von Potentialpark. Sie wollen echte Geschichten lesen anstatt Floskeln auf polierten Oberflächen.

Die Zeiten, in denen sich Unternehmen in Hochglanzbroschüren neu erfinden können, scheinen endgültig vorbei zu sein. Zukünftige Mitarbeiter sind informierter, kritischer und anspruchsvoller denn je. Welche Werte verkörpert das Unternehmen?  Bietet es die Karrieremöglichkeiten, die ich mir wünsche? Wie lässt sich das Privatleben mit dem Job verbinden? Dies sind wichtige Kriterien für die Jobwahl der zukünftigen Berufseinsteiger.

Lesen Sie die vollständige Pressemitteilung hier.