Let me compare recruitment brand with product brand, how important is a
brand for a product....? as important as a name is to a human. The brand is the identity of
the product, the brand is how a product will look to its customers, it acts as the medium of
communication and products brand promotion is so vital the it determines the popularity
of the products in the market, the sales of the product depends upon the brand.
Its the same with a recruitment brand, it projects to the employees and prospects
what the company stands for. A Recruitment Brand encompasses all of the thoughts,
feelings, perceptions and ideas that a candidates and an employee will associate with your
company as a potential place to work. The employer brand is a relationship between
employees and the company, its also a promise of what the employment experience with
the organization will be like for both employees and for job seekers.
Manufacturing concerns spent a lot on their brand promotion. Emphasizing on
recruitment branding is creating and projecting a compelling and unique perception of
the company in the minds of target candidates and employees which will attracts,
encourage and retains them.
Recruitment brand promotion does not involve hefty budget or extensive
propaganda. Its the experience that matters, remember “word of mouth” is the best and
effective way to promote recruiter brand, but it comes with a glitch, news of bad
experience where expectations were not met will spread like forest fire, ultimately
destroying the brand image.
The brand marketing must not be a activity related only to the recruitment process,
its must an ongoing activity which must be imposed even with the actual work for the
employees. That's “internal recruitment brand marketing”. Happy employees will be
willing to express their work experience and even promote the brand. That will happen
wholeheartedly from the employees instead of them saying,
” I am paid to tell you this”. If the branding effort is focused only on recruitment
marketing, then the actual employment experience for a new hire will definitely not live
up to the expectations set by the concern in the recruitment process. Remember, this
might start the “forest fire”.
The recruitment brand has many benefits as well such as motivating target
candidates to choose the organization as employer, will improve retention, it also enable
external recruiters to accurately explain your mission, culture, ethics and goals to
potential candidates without a direct experience of having worked as an employee of the
As the recruitment brand begins to strengthen, that will attract the best talent from
the market which will improve the performance of the organization making it a leader in
the long run.