Recruiting and retaining top talent is becoming increasingly difficult for employers these days. Besides competition, job seekers to have become more diligent about researching their potential employers and vetting them before jumping ship.
According to a new report entitled “Trends in Employer Branding in the Middle East and North Africa”, 75.6% of respondents in the region usually research a company online before considering a job offer.
The poll which was conducted by business facilitation company Naseba and job site Bayt.com, found that when visiting a company website or an employer’s branding page, 32% of job seekers look for a ‘reasons to join’ section,.
This followed by those who care for a ‘description of the vision, mission and culture’ at 9.5%, ‘testimonials and actual experiences from employees’ at 8.4%, ‘company awards and accolades’ at 4.2%.
Another 4% look for a ‘letter from the CEO’, 3.2% for videos of the teams, and 2.7% for an ‘FAQ in a tone [they] like’.
Overall, 36% of MENA respondents would like to see all of these features equally on an employer’s branding page.
Other than visiting employers’ websites, job seekers in the region are taking their due diligence to social media, where 84.5% of respondents said they believe that engaging with potential job seekers on social platforms is positive for a company’s employer branding.
Additionally, 39.8% said that social media is the most important channel for a company to brand itself as a great employer in the region.
“Employer branding is more important than ever before,” said Suhail Masri, VP of Employer Solutions at Bayt.com.
“With almost 85% of respondents believing that engaging on social platforms is positive for an employer’s brand, it is essential that companies mandate a social media strategy that also includes recruitment objectives,” he added.
Respondents also named ‘reputation and culture (11.9%) and ‘work environment’ (11.3%) as the two most important aspects to attract talent, while rewards and recognition came last with 5.3%.
Moreover, respondents placed a high importance on ‘training and learning opportunities’ (10.7%), ‘leadership in industry’ (9.2%) and ‘career advancement opportunities’ (9%).
Commenting on the findings of the poll, Sophie Le Ray, CEO of Naseba said that at a time when the competition to hire the best talent is growing fierce, the poll has revealed the vital importance of employer branding.
She added that companies need to differentiate themselves as great places to work, and thereby attract the best and the brightest candidates in the Middle East.
“If we wish to stay competitive, we need to base our corporate branding and hiring practices on the most recent available data and on surveys like this one. Flying blind is not an option,” she concluded.