Creating a strong employer brand is essential for attracting top talent, and Applicant Tracking Software (ATS) provides valuable data to enhance that brand. Exelare’s ATS solution enables organizations to track and analyze key recruitment metrics, helping HR and marketing teams to understand what makes their brand appealing to candidates and where improvements can be made. In this article, we’ll explore how ATS data can inform employer branding strategies, creating a reputation that attracts quality candidates and supports long-term business growth.
1. Understanding the Role of ATS Data in Employer Branding
What is Employer Branding?
Employer branding is the process of building a company’s reputation as a desirable workplace. A strong employer brand conveys company culture, values, and the benefits of working there, helping to attract and retain top talent. An effective brand appeals to the right candidates and aligns with the company’s mission and goals.
How Can ATS Data Enhance Employer Branding?
Data from an Applicant Tracking System like Exelare provides insights into applicant preferences, engagement patterns, and the success of recruiting campaigns. This information helps refine employer branding strategies, ensuring they align with candidate expectations and company values.
2. Key Types of ATS Data for Employer Branding
Candidate Demographics
Understanding the demographics of applicants—such as age, education, location, and experience—can help shape messaging to appeal to your target audience. ATS data from Exelare enables companies to build profiles of the types of candidates who are drawn to their brand, making it easier to tailor branding efforts.
Application Trends and Engagement Metrics
Metrics such as application completion rates, time spent on the career page, and response rates to job postings provide insights into candidate engagement. If application drop-offs are high, it may indicate that improvements are needed in the candidate experience or the employer brand presentation.
Feedback and Survey Results
ATS platforms can track candidate feedback and post-interview surveys, which provide direct insights into how potential hires perceive your brand. Exelare’s ATS allows HR teams to gather feedback easily, helping pinpoint areas of improvement in both the recruitment process and the employer brand.
3. Steps to Leverage ATS Data for Stronger Employer Branding
Step 1: Analyze Your Employer Value Proposition (EVP)
Use Exelare’s ATS data to identify what candidates find most appealing about your company. Analyze why top candidates choose to join and stay with the company, then integrate those findings into your EVP. Highlight these key attributes in your job postings and brand messaging to strengthen your employer brand.
Step 2: Identify Patterns in Candidate Preferences
ATS data can reveal what candidates are looking for in an employer, such as flexible work options, growth opportunities, or strong company culture. By analyzing these trends, you can adjust your brand messaging and highlight the benefits that resonate most with candidates, making your organization more appealing to top talent.
Step 3: Enhance Job Descriptions and Career Pages
With insights from ATS engagement data, you can refine job descriptions and your career page to match what candidates value. For example, if Exelare’s ATS shows that candidates frequently engage with certain job postings or company pages, consider incorporating those themes into your overall employer branding efforts.
4. Using ATS Data to Promote a Positive Candidate Experience
Create a Transparent and Engaging Recruitment Process
An Applicant Tracking System can help ensure timely follow-ups, clear communication, and transparency throughout the recruitment process. Exelare’s ATS can automate updates to candidates, minimizing waiting times and improving the candidate experience. Candidates who feel valued and respected are more likely to develop a positive perception of your brand.
Gather and Respond to Feedback
Solicit feedback through your ATS to understand candidates’ impressions of the hiring process and the brand overall. Use this data to improve areas where candidates may have had a less-than-optimal experience, and show that you value their input. Positive interactions, even with those not selected, can turn candidates into brand ambassadors.
Highlight Positive Candidate Feedback
If candidates provide positive feedback about their experience with your recruitment process, consider sharing these testimonials on your career page or social media. With Exelare’s ATS, you can efficiently track and collect feedback, using it to promote a brand that values candidate experience.
5. Using ATS Data to Target and Refine Recruitment Marketing
Leverage Demographic Data for Targeted Campaigns
Demographic data from ATS reports allows for more focused recruitment marketing efforts. If Exelare’s ATS data shows a high number of applications from a specific demographic, create tailored campaigns that emphasize the aspects of your brand that appeal most to them.
Customize Campaigns Based on Engagement Insights
Identify the types of content that candidates engage with most, such as job postings, company videos, or testimonials. With this information, you can adjust your employer branding content to focus on these high-impact formats, making your brand more relatable and engaging.
Track Success and Refine Branding Campaigns
ATS platforms like Exelare allow you to track the performance of recruitment campaigns, providing real-time data on candidate engagement. Use this data to refine your branding strategies over time, ensuring you consistently align with evolving candidate expectations.
6. Integrating ATS Data Insights into Long-Term Employer Branding Strategy
Building a Data-Driven Brand Culture
Consistently analyze ATS data to understand evolving trends in candidate preferences. By incorporating these insights into your long-term branding strategy, you build a culture of data-driven decision-making that strengthens the employer brand.
Align Branding with Organizational Goals
Use ATS data to ensure your employer branding is in line with broader organizational objectives, such as diversity, innovation, or corporate social responsibility. Exelare’s ATS allows companies to track metrics that reveal whether their recruitment brand aligns with these strategic goals.
Continuously Evaluate and Adjust Employer Branding
Employer branding is not a one-time initiative. Regularly review ATS data to assess the effectiveness of your branding efforts. By identifying areas for improvement, you can adapt your strategies to meet both market trends and candidate expectations.
Conclusion
In today’s competitive job market, a strong employer brand is key to attracting and retaining top talent, and Applicant Tracking System provides the data needed to craft that brand. Exelare’s ATS helps organizations analyze candidate preferences, streamline recruitment processes, and refine marketing efforts, all of which contribute to a compelling and relatable employer brand. By leveraging ATS data for employer branding, companies can build lasting relationships with candidates, support their organizational goals, and create a workplace culture that appeals to the best talent.