Employer Branding; 3 Steps to a Competitive Edge

Candidates Shop Employers!
Prospective employees are increasingly behaving like consumers when selecting an employer. Candidates research, compare, and shop prospective employers via the Internet in their search for employment. Knowledge has made them very savvy consumers/candidates.

What do candidates learn about your company on the web? Do you have a compelling message in the employment marketplace?

A positive employer brand differentiates you from your competition. It captures the essence of your company in a way that engages prospective employees. Your employer brand answers the question – “Why should I work here?”

To create your employer brand, take the following three (3) steps:

Construct - Analyze current perceptions of your target audience. Experience - Align policies and practices with your corporate values.
Communicate - Tell your story clearly and consistently.

(Adapted from “Employment Branding,” Chris Johnson, Shaker.com. and “Employment Brand: Promise Only What Can Be Delivered,” Theresa Minton-Eversole, SHRM)

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