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Struggling to Attract Top Billers? Your Employer Brand Might be Letting You Down

What is your employer brand right now? Don’t know? Think you don’t really have one? On that, I’m afraid you’re mistaken. Every single recruitment company (and every company with staff, full stop) has an employer brand.  

An employer brand is what every past, current, and prospective employee think about your business as a place to work. What kind of employer you are or might be, what kind of salary and benefits you offer, what the workplace culture and training opportunities are. 

In a market with a shortage of high-performing recruiters, the employer brand has an exceptional power to attract or repel top candidates. And the telltale sign of a weak employer brand is struggling to recruit top billers. 

Many recruitment firms don’t have a good understanding of their company brand, often choosing to blame external factors for their ongoing recruitment woes- ‘the quality of candidates these days, a downturn in the sector, Brexit uncertainty’-, etc., etc., etc. 

There are certainly external factors at play, but consider this: are your biggest competitors struggling in the same way…or are they the ones scooping up those top billers that could make a huge difference to your company’s fortunes? 

The problem is that if you don’t know what your employer brand is, you have no control over it. And when you don’t have control over it, it could be anything- good or downright bad. You could be a manager or CEO of a company with a terrible employer brand, but you wouldn’t know how or why you have it—and more importantly—you wouldn’t have any idea how to fix it.  

 

So, if you’re unsure what your employer brand is, or know that it needs some improvement, here are some tips on how to assess it and create a ‘battle plan’ to make it better.  

 

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Step One: Find out what your employer brand is now.  

Exit interviews are vital.  

A cursory ‘why are you leaving’ approach will not do. This is your opportunity to get honest feedback about why they’ve chosen to move on. (You may want to offer good employees a written reference before the interview takes place to let them know they will suffer no adverse consequences for their honesty.)  

Just as importantly, the exit interview is an opportunity to gauge how the employee might talk about your company after leaving the organisation, and therefore an opportunity to ‘manage’ their feelings about the company. A great exit interview can turn a very resentful employee into one who feels their opinion has been heard, and that their contribution as an employee will be missed.   

 

Find out what your current employees think.  

In an ideal world, this could be done through a series of one-on-one meetings. However, if you’re reading this, your employer brand probably needs some work, so it’s possible that your employees won’t be upfront and open about their resentments. As such, an anonymous survey will probably field much better results. You may also want to call ex-employees to find out what their reasons were for leaving to get a better picture.  

 

Find out what your non-employees think.

Another option is to ask candidates who have turned your offer down for feedback on why they did so- what made the other company’s offer more attractive than your own? Don’t forget to ask how they found the recruitment process, from the application right through to interview.  

 

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Step 2: Create a strategy 

Collate everything you’ve heard and notice the trends.  

Was management-team conflict a repeated complaint? Do people feel they have opportunities for promotion? Did work-life balance drive people out the door? Are commissions and targets set fairly? Do other companies offer more? It can be hard to hear and knowing what isn’t working is important. change.  

 

Share the results of the employee surveys you’ve done.  

Yep, no matter how bad they seem.  In fact, the worse they are, the more dramatic the effect: your team will know that you’re committed to making changes rather than hiding damning evidence. In showing vulnerability, lies power.  

 

Create a strategy, together, for improving the employer brand. 

People are always more willing to invest in change if they came up with ideas towards it! The team is going to sit up and take notice if you say ‘I want to make this a better place for you to work, and I want your ideas to help do that. How could they not be pleased with this turn of events?

Make the plan abundantly clear.

Once you’re happy with your practical plan for improvement, break it down into small, actionable steps that have clear accountability and measurable goals. Share it with everyone, and make sure you and the other management team lead by example in making the changes.   

 

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Step 3: Revolutionise your online presence.  

The first place a promising candidate will go to get an idea of your employer brand is online. Your website should have a great About Us page, engaging blogs, testimonials from clients and employees, and an attractive, user-friendly layout.  The excellent idea is to find success stories in the organisation and feature them on your website, for example, the senior consultant that started in the company as a reception temp, a recruiter that successfully managed a change in sectors or a recruiter who was supported to do further study and now presents at conferences.

The next step will be social media- recruitment candidates will naturally always check LinkedIn, but they’ll also visit your Facebook and Twitter pages to get a sense of what kind of company you are, and what you’ll be like to work for. Your job postings on social media should be very active, but make sure there are engaging, share-worthy articles about your sector on there too, as well as occasional staff pictures (for example, photos of staff days, the office, team meetings in a funky cafe, or a picture of a bunch of flowers from a happy client.) A quirky daily quote or similar can be a nice way to project the human side of your organisation. All of these things help the candidate imagine good things about what it’s like to work there. 

After you’re happy with how your employer brand is shaping up, it can be an excellent idea to enter your company in ‘best employer’ competitions. Even if you don’t place, the fact you are trying to be known as a top employer speaks volumes, and don’t forget that a little mention that ‘We participated in the Best Employers award’ is a nice little touch for your website and social media.

Assessing and improving your employer brand will pay high dividends, not only in attracting top billers but in motivating the team you already have.  

 

Until next time,  

Cheryl 

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£30k - 45k + 20% commission - City

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£30 - 35k + guaranteed commission of £1.5k   Read more

HR Recruiters - Consultant to Associate Director level

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28000 - 32000 + uncapped commission - City

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28000 - 40000 - City

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£35000 - 45000 + uncapped commission -   Read more

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20000 - 25000 + uncapped commission - City

(MK542)   Read more

Interim Recruitment Consultant-Main Contract Construction, White Collar

£35000 - 50000 + monthly uncapped   Read more

Divisional Manager - FM & Maintenance

£40000 - 50000 + monthly commission +   Read more

Recruitment Consultant - HR

£30000 - 40000 (OTE £60k in year one) -   Read more

Associate Director - Interim Accounting and Finance

£60000 + package - West End

(LC538)   Read more

Senior Recruitment Consultant - Interim Finance into Media

£28000 - 40000 + commission   Read more

Manager - General Insurance

£65000 + package - City

(LC536)   Read more

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£32000 - 45000 + uncapped commission   Read more

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£25000 - 35000 + uncapped commission - Stevenage

(MK534)   Read more

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30000 - 35000 + uncapped commission   Read more

Senior Consultant - Trades and Labour

£30000 - 40000 + commission - City

(MK532)   Read more

Recruitment Consultant - Compliance

£28000 - 40000 + commission + benefits - City

(LC531)   Read more

Recruitment Consultant - M&E Design and Contracting

£25000 - 30000 + uncapped commission   Read more

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£25000 - 38000 + commission + benefits - City

(LC529)   Read more

Recruitment Consultant - Banking Ops, Temp desk

£28000 - 35000 + commission -   Read more

M&E Recruitment Consultant

£25000 -30000 + uncapped commission - City

(MK527)   Read more

Senior Recruitment Consultant - PQS

£30000 - 4000 + uncapped commission - City

(MK526)   Read more

Search Consultant - Construction, Infrastructure & Property

£45000 - 70000 + uncapped commission   Read more

Recruitment Consultant - Accounting and Finance

26000 - 32000 + commission - West   Read more

Recruitment Consultant - Procurement

£28000 - 36000 + commission - West End

(LC523)   Read more

Recruitment Consultant - Finance into Insurance

£26000 - £32000 + commission - City

(LC522)   Read more

Senior Recruitment Consultant - Digital Marketing

£30000 - 40000 + commission - Holborn

(CW521)   Read more

Divisional Director - Professional Services

£75000 (OTE year one £110000) - City

(CW520)   Read more

Recruitment Consultant - Transactional Finance, temp

£25000 - 32000 + commission - West   Read more

Senior Consultant - Business Change into Legal

£40000 + uncapped commission - City   Read more

Senior Consultant - Operations into Travel industry

£30000+ uncapped commission - City of   Read more

Recruitment Consultant - Accounting & Finance into Legal

£28000 - 33000 + commission   Read more

Recruitment Consultant - Accounting into Arts & Charities

28000 - 32000 + commission   Read more

Branch Manager - Built Environment

£40 - 60000 + commission - London

(MK514)   Read more

Principal Consultant - Compliance

£40000 + commission with zero threshold - City

(LC512)   Read more

Senior Recruitment Consultant - Finance & Accounting

£28000 - 40000 + commission -   Read more

Dual Desk Recruitment Consultant - White Collar Construction

£3000 - 35000 + commission   Read more

Executive Search Consultant - Construction & Property

£60000 + monthly uncapped commission -   Read more

Recruitment Consultant-Construction Trades & Labour

£30000-35000 + monthly uncapped commission - City

(MK508)   Read more

Recruitment Consultant - General Insurance

£30000 - £32000 + commission - City

(LC507)   Read more

Recruitment Consultant - Secretarial, Temp

£40000 + uncapped commission - City

(CW506)   Read more

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£50000 + package - City

(LC505)   Read more

Senior Consultant - Education

£34000 - 40000 + uncapped commission - City

(CW504)   Read more

Contract/Interim Recruitment Consultant - Construction

£30000 - £35000 + uncapped commission - City   Read more

Interim Recruitment Consultant-Health, Safety & Environment

£30,000 - £40,000 + uncapped commission   Read more

Recruitment Consultant - Management Consultancy

£25000 - 30000 + commission - Fulham

(LC501)   Read more

Recruitment Consultant - HR

£35000 - £45000 + commission - Birmingham

(CW500)   Read more

Recruitment Consultant - Interim Accounting & Finance

£45000 + commission - London

(LC499)   Read more

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£40000 + commission + benefits - West   Read more

Recruitment Manager - Operations

£50000 + commission - City

(LC497)   Read more

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£30,000 + commission + benefits - London   Read more

Recruitment Consultant - Finance into Music, Media & Entertainment

27000 - 38000 +   Read more

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c£40,000 + commission + bens - City of   Read more

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Flexible + commission - Surrey

(LC493)   Read more

Recruitment Consultant-Tax into Practice

£25000-40000 + commission + bens - City of London

(LC492)   Read more

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c£40,000 + commission + bens -   Read more

Recruitment Consultant - Change & Transformation

c£30,000 + commission + bens - City   Read more

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c£40,000 + commission + bens -   Read more

Managing Director - Education recruitment

£80,000 + uncapped OTE - City of London

(CW   Read more

Manager / Associate Director-Communications

£80,000 + package - Central London

(CW487)   Read more

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£30k-35k + uncapped commission -   Read more

Manager/Team Leader, Interim Accounting & Finance

£35000- 45,000 + commission + opp for   Read more

Recruitment Consultant- Civil/Structural Engineering

£30k-40k + monthly uncapped commission - City of London

(MK483)   Read more

Temp/Freelance/Contract Recruitment Consultant

£30k-35k + monthly uncapped commission - City of London

(MK482)   Read more

Senior Recruitment Consultant- Transactional Finance

£25000 -36000 + commission - London EC2

(LC481)   Read more

Billing Recruitment Manager-Luxury Fashion & Retail

£50,000 + personal & team commission -   Read more

Recruitment Consultant - M&E Design

£25k - £35k + uncapped commission monthly -   Read more

Recruitment Consultant - Procurement

£24k - 32k + commission - London - City

(LC478)   Read more

Recruitment Consultant - Education

£32k + commission from 12.5% - 30% - London   Read more

Executive Search Consultant - Construction & Property

£40,000-60,000 - London - West End

(MK476)   Read more

Recruitment Consultant - White Collar Construction

30k – 50k basic plus monthly uncapped   Read more

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£26000 - 35000 + commission   Read more

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£25k- 35k + monthly uncapped commission   Read more

Recruitment Consultant - White Collar Construction

£31000 - 36000 + commission and zero   Read more

Recruitment Consultant-Fundraising

£32000 + commision at up to 30% - City of London

(CW471)   Read more

Recruitment Consultant - Finance into Financial Services

£26000 - 38000 + commission -   Read more

Recruitment Consultant - Architecture & Interior Design

£25000 - 35000 + Uncapped Commission   Read more

Team Leader - Catering & Hospitality

£50,000 + commission - West London

(CW468)   Read more

Recruitment Consultant - Finance into the Third Sector

25000 - 32000 + commission   Read more

Recruitment Consultant - Marketing into FMCG

£40,000 + uncapped commission - Central London

(CW466)   Read more

Senior Recruitment Consultant-Secretarial

£35000 + uncapped commission - Central London

(CW465)   Read more

Recruitment Consultant - Facilities Management

£28,000 - £30,000 + monthly uncapped commission -   Read more

Recruitment Delivery Manager - Non Billing

£35,000-40,000 + override OTE c£80,000 -   Read more

Recruitment Consultant - HR

£35000 + uncapped commission - Central London

(CW462)   Read more

Senior Recruitment Consultant - Accounting & Finance

£28000 - £36000 + commission -   Read more

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£40,000 plus monthly commission at 25% - Central   Read more

Permanent Recruitment Consultant

£28000 - £30000 + uncapped Commission - City of London

(CW459)   Read more

Recruitment Manager - Finance

£35000 - 50000 - London EC4

(LC 458)   Read more

Secretarial Recruitment Consultant

Competitive Salary + Commission - London W1

(CW457)   Read more

Recruitment Consultant - Compliance & Data Protection

Competitive Basic Salary + OTE -   Read more

Recruitment Manager - Head Office

£40,000 + Commission - City of London

(CW455)   Read more

Recruitment Manager - DTP

£40,000+Commission+Benefits - City of London

(CW454)   Read more

Senior Recruitment Consultant – Business Change & Transformation

£30,000 - £40,000 +   Read more

Recruitment Consultant - Accounting and Finance into Charity

£28 - 35,000 + uncapped   Read more

Talent Manager

£30000 - £40000 - OTE £50000 - London

(CW451)   Read more

Recruitment Consultant-Accounting into Legal

Competitive Salary + Commission + Bens - Central London

(LC   Read more

Contracts Consultant, Financial Services

Competitive basic + commission + bonus - Liverpool Street

(LC448)   Read more

Accounting & Finance into Commerce & Industry

Competitive basic + uncapped commission +   Read more

Recruitment Consultant - Transactional Finance

Competitive Salary + Commission - City of London

(LC446)   Read more

Recruitment Manager – Luxury Fashion and Retail Head Office Division

50k basic   Read more

Recruitment Consultant - Transactional Finance

£28,000 - 40,000 + commission - London City

(LC444)   Read more

Recruitment Consultant – Payroll & Bens

Competitive salary + OTE + benefits   Read more

Recruitment Manager, Accounting & Finance, Commerce Perm

Competitive salary + OTE   Read more

Billing Recruitment Manager – Transactional/Part Qualified Finance team

Competitive Salary +   Read more

Secretarial Consultant

£30-40K - West End

(CW440)   Read more

Commercial/ secretarial recruitment

£30-40K - London- West End

(CW439)   Read more

PR and Communications Recruitment Consultant

£25,000- £30,000 - North London

(CW438)   Read more

Recruitment Consultant - Tax into Financial Services

Competitive Salary, OTE and   Read more

Senior Manager or Associate Director- HR desk recruiting into the FS market

Competitive   Read more

Senior consultant- Dual Reward desk in a HR agency

Competitive salary + market   Read more

Senior consultant- dual HR desk in a creative agency

Competitive salary + market   Read more

Doctors Consultant Mental Health

£30k plus monthly commission uncapped - West London

(CW 425)   Read more

Secretarial Temporary Recruiter

£30k plus monthly uncapped commission - West End

(CW 423)   Read more

HR Permanent Consultant

£30k - £50k basic depending on experience, commission monthly 20%   Read more

Search Consultant – Tax

Competitive Salary + Commission + Bonus - City of   Read more

Search Consultant – Qualified Finance

Competitive Salary + Commission + Bonus - City   Read more

Recruitment Consultant - Construction / Civils / M&E

£30k - London City

(MK 416)   Read more

Principal Consultant – Internal Audit into Insurance

Competitive salary + commission + benefits   Read more

Senior HR Perm Consultant

£40k basic uncapped commission monthly - London

(CW 413)   Read more

Consultant / Senior Consultant – Property

Up to £35k plus uncapped commission -   Read more

Consultant / Senior Consultant – Civils / Infrastructure

Up to £30k plus uncapped   Read more

Consultant / Senior Consultant - Construction Fit-out

Up to £35k plus uncapped commission   Read more

HR Perm Consultant

35k ote 80k - West End, London

(CW28)   Read more

Team Leader – Construction Build

£40k plus - London West End

(MK 407)   Read more

Principal Consultant/Team Leader – CFO Practice, Private Equity

Competitive Salary + Bonus   Read more

Recruitment Consultant – Asset Management

Salary £35,000 + Commission + Benefits - City   Read more

Recruitment Consultant - Treasury

Competitive Basic Salary + Commission + Benefits - Central   Read more

Temporary Consultant - Secretarial into Professional and Financial Services

£21-28k + competitive uncapped   Read more

Permanent Consultant - Secretarial into Creative Industries

£25-28k + competitive uncapped commission -   Read more

Temporary Recruitment Consultant - Secretarial into Professional and Financial Services

£23-28k + competitive   Read more

Temporary Consultant - Secretarial into Creative Industries

£25-28k + competitive uncapped commission -   Read more

Senior Recruitment Consultant – Tax into Practice, Perm desk

Attractive Salary + Excellent   Read more

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