Image is Everything – Why Better Branding Means Better Recruiting
Brand strategist Marc Shillum expresses corporate branding as a simple equation: A + B + C = Brand, with A being “Artifacts” (logos, taglines, etc.), B meaning “Behaviors” (company actions towards customers, employees and the community) and C being “Concepts” (ideas that illustrate corporate values). The strongest brands are those that keep their image consistent across all three components. Most often, companies focus their branding efforts on attracting and retaining customers. Savvy organizations, however, have come to realize that branding is not just a tool for captivating customers – but quality employees, too.
Recruitment Benefits of Strong Branding
Faster Hiring: More candidates – and better ones – will line up at organizations viewed as “hot” or desirable places to work – and that’s just the kind of image a strong brand can create. The more (quality) applicants you have, the more chances you have to find the right person quickly.
Improved Retention: “If you bring on people who aren’t well-aligned with your business and your company culture, you’re going to lose them,” says Jeff Quinn, Global Senior Director of Monster Insights at Monster.com. By being clear and consistent about your brand as part of the recruiting process, you’ll naturally attract candidates whose goals, values and personal style are more likely to align with your corporate culture.
Lower Hiring Costs: Superior branding can even boost the corporate balance sheet, according to James Durbin, a principal with the recruitment firm Social Media Talent. “Having a good employment brand lets you bring people in for less money,” because you have crafted the image of an exciting organization that is a sought-after place to belong.
To reap the maximum benefits of branding, organizations need to be consistent no matter where they promote themselves. Most recruiting efforts feature a blend of in-person, phone, email and online efforts, the proportions of which may vary according to the demographic you are trying to reach. Remember that when you utilize social media, you must monitor and respond to all activity on a regular basis. “The company’s entire presence in social media — including pages, posts and reactions by the company to fan posts — will impact what will be the takeaways of prospective employees,” reminds Monster.com’s Quinn.
Branding, Recruiting and the Economy
There’s no doubt that properly maintaining a consistent branding message can be a time-consuming endeavor. Some may even question if it is worth the effort in a down economy where people are already lining up for jobs. Not so fast, warns Durbin. Branding is still important – even in a tight employment market – because “the top people are always looking.”
If you’d like to assess or improve your company’s brand perception among top job seekers, contact the staffing specialists at Triumph Services today. With more than 20 years of IT staffing experience, we’ve learned to ask the right questions – and deliver excellent results: superior candidates, maximum service and the exact solutions you need to be successful.
