If you ask anyone what it is like to work for a high-profile company such as Google, Facebook or Apple, you’ll probably get responses such as; collaborative work environment, innovative and clear goals. Reason being – employment branding. The perception of what the company is like precedes the experience. However, in order to establish that brand, employees need to internalize the company’s values and expectations every day.
A desirable employment brand will help attract quality talent to the organization. When a company’s reputation precedes the actual work experience, new prospects will compete for the opportunity to become a member of that team. This also gives the company leverage in hiring negotiations. Often candidates are willing to sacrifice financial compensation for other benefits such as, flexible work schedules, working from home or insurance packages.
Developing an employment brand should be a top priority and also be continually evaluated for improvement. There are a few times when extra focus should be given:
- Start Ups – If you’re just starting out, it is imperative that you establish a positive perception of your workplace by developing a strong employment brand.
- Company Acquisition – When acquiring another company, decide if the visions for those companies are aligned and might benefit in fusing multiple cultures into one brand.
- Rebranding – If deciding to go in a completely different direction with your core values and company beliefs, also reassess your employment brand.
One of the most important steps in talent acquisition and retention is developing an employment brand. The stronger the brand, the easier it will be to reach our recruiting goals.
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