Developing a strategy for employment branding

[Jackie Teal]

Employment branding isn't rocket science. It is using basic marketing
principles to set the stage for jobseekers. Your employment brand is
important to your success in recruiting. If you have a strong
employment brand don't break it down by hiring jobseekers who do fit
culturally. Here are four basic things to focus on when developing
your employment branding.


* Create an incredibly easy-to-remember and powerful story regarding
your organization. It has to be unique and stand out. Remember that
people are your best marketers and that they can spread your storey
much faster than advertising ever could. Think about the power of
social networks.

* Actively engage and participate in every recruiting and job hunting
discussion you can find. Start having conversations with your
jobseekers and current employees. Offer seminars for jobseekers. Be
active leaders in the community regarding your niche.

* Set up a closed community of people who already love what you do and
love your organization. Use them to collect information to maintain a
good reputation in the employment community. This community should
only be open to the employees in your organization. Poll them often to
keep your employment brand relevant and pure.

* Own your career website and make sure that you are providing not
only information about your organization, but make it the place for
anyone who is looking for information regarding your community. If you
endorse community participation, put that information there. Help
people get connected in your community.
There are millions of job postings on the web. What makes your career
site and organization stand out from all of the clutter? Think about
this and use the four steps to creating an employment brand that
attracts the right kind of jobseekers.