Maintaining an appealing employment brand is at once a service to your company’s PR and your company’s hiring function. When your organization becomes known as a great place to work, you’ll start to bring in a higher caliber of active candidates and stand a much greater chance of luring passive candidates away from their current positions. The only tricky part is getting there. How do you go about creating positive public opinion about your workplace?
Well, a lot of it has to do with the stories you tell. According to Jodi Ordioni, branding expert and President of BRANDEMiX, the most important thing to remember when trying to build your employment brand is to keep your audience in mind. To use Jody’s example, “your company may have a customer-service focus — but that’s not necessarily part of a compelling employment offer.” In your employment branding efforts, you want to tell a story. This story could be about your tight-knit company culture, the amazing opportunities that you’ve given employees or that your employees are doing the best work of their lives.
As Jody suggests, talking to recruiters can be very helpful when deciding which aspect of your employment brand to push. If you figure out what your current top performers value about your company, striving to create that perception in the outside world will get you more employees like them.