Different Decisions have Different Drivers
The decision to accept a job offer (D2A) can take days, weeks, even months of careful, conscious consideration. The decision to engage (D2E) with a recruiting process is instinctive, and takes ~1.42 seconds.
Are you relying on the same factors to spark a candidate's interest that you expect to govern their major career decisions?
Employer Brand vs Engagement Brand
For a candidate considering a competitive job offer, D2A is driven by affinity for your EMPLOYER BRAND (your company's reputation, your EVP, etc.).
D2E is determined by the cognitive interaction between 1.42 seconds of considering you and a lifetime of being them. That interaction between your impression and their experience is your ENGAGEMENT BRAND.
Choose your audience
Your ENGAGEMENT BRAND determines the audience that your EMPLOYER BRAND will receive.
You are just one employer - but different talent types and candidate cohorts bring very different experiences to the table. Failing to account for differences in candidate engagement personas produces talent-facing messaging that:
- Falls short of the D2E threshold for passive or highly selective candidates, and for candidates with underrepresented identities.
- Disproportionately fills your recruitment pipeline with easy-to-engage candidates who may be less likely to receive or accept an offer.
The tools to effectively ENGAGE the talent types you CHOOSE
The Engagement Brand Activator gives talent attraction professionals unmatched insight into different candidate cohorts - and data-driven, employer-specific guidance for effective messaging, marketing, and outreach.