Is Branding the Answer?

I've read so much about branding over the past year that I feel like I should at least visit the idea. Many large companies use branding and for the most part, reputation in a community (large or small) is key to attracting the right kind of candidates. I was eating out this weekend and noticed my drink coaster. It was an employment advertisement. What a way to put your needs out in front of the public. The next time I hear someone complaining about not finding a job... I'll send them there. Ok, back to branding.

Here are some of the long-term and short-term benefits of branding for any organization. Immediately, it rallies your recruitment troops to join a cause. In Monster's case using "Your calling is calling." Who wouldn't follow that? If marketed right, a new branding campaign brings attention and spotlight your way. You may also reap a higher than normal participation in your employee referral program.

Long term results could be revealed in a number of ways. You may see candidates that are higher quality, your offer-acceptance rate could increase, retention-retention-retention, better results from your college recruiting, and increased manager satisfaction due to all of the above.

If your current recruitment strategies lack the results you are looking for you may want to group with your HR executives. An investment into the impact and return-on-investment of employment branding will help build management's perception that Recruitment and HR is a contributor to the bottom line.