Every employer dreams of having a steady stream of highly qualified applicants knocking at their door, hoping to be hired–applicants, who are skilled, fully engaged and who mesh with their current employees and fit within their culture. And as idealistic as this sounds, companies with a strong recruitment brand enjoy this benefit. Just ask the folks at Google, Johnson & Johnson and Apple. They understand the value of a strong brand.
So what is a recruitment brand and how can you develop one? A recruitment brand is a message that communicates what it’s like to work at your company. It tells the world who you are and what you believe in—your mission, culture and values. It’s your way of telling applicants “this is who we are and individuals who believe and think like us are welcome.”
Whether it’s Zappos that promises to “deliver happiness to the world” or Southwest Airlines’ focus on the “power of relationships to achieve high performance” or J&J’s family friendly environment—a positive recruitment brand attracts candidates who identify with their beliefs and culture.
With a strong recruitment brand, candidates will seek you out, saving you time and money on recruitment initiatives. But even more importantly, your brand is the glue that holds your current works together, increasing employee retention, engagement, loyalty and productivity.
Building a brand takes three uncomplicated steps:
- Understanding who you are. To fully understand this, ask yourself and then ask your employees why do you want to work here? What kinds of people are successful here? What kind of people fit it? And what kinds of people are not successful here? Getting the answer to these questions will help you define you company’s brand. Listen to how your employees respond.
- Profile your ideal candidates. Creating this profile allows you to target, find and recruit your ideal candidates.
- Communicate your message about what it’s like to work at your company. Get your employees to offer their stories. These compelling stories of why people want to work in your company provide you the insights into who you are and your recruitment brand.
Communicate your brand consistently and with clarity in all your recruitment pieces. And as your brand evolves, listen to hear how it is echoed by former employees, customers and the public.
A positive recruitment brand will attract your targeted candidates to your company like a magnet, ensuring that you always have a steady stream of candidates drawn to your door.