As the end of the year approaches, your team is likely evaluating key wins from this year and opportunities for improvement in 2020. And one piece of your business strategy you should include in your overall 2019 assessment is your hiring. Specifically, you should measure whether or not you've reached your 2019 hiring goals, and what you can do to attract top talent going into 2020. 

Given the competitive hiring market, now more than ever, your team needs to sell top talent on joining your team, rather than the other way around. To do so, you need a strong employer brand, which encompasses your overall reputation as an employer and the value proposition you have to offer employees. 

According to a study from recruiting network MRINetwork, 69 percent of job seekers would reject a job offer from a company with a pad employer brand. The study surveyed 400 candidates and 200 hiring decision makers across the U.S. 

Without the right employer brand in place, you'll likely fall behind on your 2020 hiring goals. Below, I've outlined several ways you can support a successful employer brand.

1. Build a compelling careers page.

A key piece of any successful employer brand is a strong careers page. The most engaged candidates apply to jobs directly through the company's careers pages, as they're invested in learning more about their potential fit for open roles, rather than simply clicking "apply" across several job board postings.

On your careers page, answer the "What's in it for me?" question for job seekers by outlining employee benefits, training opportunities and career paths. Also highlight employee success stories and testimonials on your career site, so top talent can envision what it might be like growing their careers with your team.

For example, you might have an employee who started out as an intern or in an entry-level role and is now in a leadership position - this story would be great to share would excite motivated job seekers about joining your team.

2. Write strong job descriptions.

Similar to your careers page, your job descriptions give you the opportunity to sell applicants on your open roles and your organization, so it's important to focus on more than just the requirements of your roles. 

Your job descriptions should begin with a detailed company overview that touches on such aspects of your organization as as location, company history, culture, awards, community involvement and career growth. You should also highlight benefits, responsibilities and key requirements of the role, so job seekers can gauge whether or not they're truly a fit for the role and your team before applying.

If your job descriptions simply list your roles' requirements and responsibilities, job seekers will likely quickly lose interest and instead look for opportunities with employers who have a compelling background and company culture story to tell.

3. Support a comprehensive list of benefits.

Given the low unemployment rate, today's job seekers have more flexibility than ever before when it comes to picking and choosing their next career move. Beyond pay, today's job seekers expect employers to offer an extensive list of benefits. If your organization doesn't have much to offer employees in terms of benefits, you'll risk losing prospective applicants to competing job offers. 

Determine what sets your business apart - such as your healthcare benefits, reimbursement for training and certification and paid time off, among other benefits - and communicate these benefits on your career site, in job descriptions and anywhere else candidates might interact with your brand. Continuously assess and evolve your employee benefits to stay current with the latest job seeker demands and trends. 

Your employer brand is a significant factor in whether or not engaged job seekers decide to apply to your open roles. By continuously working to improve your employer brand, you can attract and hire qualified job seekers who will drive productivity and profitability for your organization.