Report: Creating an employment brand

A WORD OF WARNING

Base your branding on truth. A danger lies in presenting a cool and hip brand to a young audience if that is not what your company in reality is all about.

Sadly the enticement created by a branding campaign can, in some instances, be tarnished by the actual employment experience if the reality doesn't live up to the marketing. Employment branding is not dissociated from day-to-day operations. The employment experience has to measure up to the employment brand, otherwise you over-promise and under-deliver, leading to higher turnover. This is one example where it really does need to "do what it says on the packet"!

An employment brand should not be built for recruitment purposes alone. Instead it needs to emulate exactly what your business is about, so if you market your employment brand as 'dynamic' or 'cutting-edge', make sure the company is! It may be that your company is all about relationships, dependability of your products, or the time served in your market. These are all compelling values and will attract suitable candidates. Once you identify your unique values, do not use popular or clichéd descriptions simply because they sound attractive if they are not true or do not correspond with your research. You may create candidate interest this way, but if you attract people to something you cannot deliver, both parties become disappointed and disillusioned with each other.

So ensure your brand honestly reflects what your company does.

WHAT IS AN EMPLOYMENT BRAND?
BENEFITS OF AN EMPLOYMENT BRAND
POPULAR BRANDS
EMPLOYMENT BRANDING AND RECRUITMENT
CREATING YOUR EMPLOYMENT BRAND
A WORD OF WARNING
CASE STUDY : Hays

Issue 5: Creating an employment brand