Branding Through Recruitment

In my last post “Are you committed to your brand?” I talked about employer branding and how it relates to your current employees.  You can learn a lot from the people in your company, but what about the people you are trying to attract to work for you, or the people who no longer work for you?

How can the recruitment process help you with internal branding?  Think about it, would you rather work for a company that is ranked highly in Canada’s Top 100 Employers and has a great reputation for treating its employees well, or a little known company that doesn’t have any employer brand recognition?  Most people would take the safe bet and go with a company they know about.

When looking at your employer brand and how recruitment can help in this process, take a look at the following:

  • What does your recruitment process say about your company as a place to work?
  • How do you use your brand in your recruitment efforts?
  • Walk through the recruitment process. What does it say about your company as a place to work?  How long is the interview process?  Does the recruitment process adapt for the different generations you are trying to attract and retain?
  • Research how people feel about the recruitment process as a whole with your company.
  • Evaluate the orientation program. Does this process make people proud in their decision to work for your company?  Design training materials that will engage your new hires and align them with your corporate brand values.

What about the people who no longer work for you?  Do you conduct exit interviews?  How do you manage the exit process?

When committing to employer branding, it is important to carefully plan how to manage those employees exiting your company – yhey are still ambassadors of your brand even though they no longer work for you.  You want them to remember their experience with your company as positive and to spread the word that your company lives up to its employer brand promise and is a great place to work.

If an employee has a great experience in your company they will tell 10 people.  If they have a terrible experience, that same employee will tell 100 people how horrible your company is.  How do you want your brand positioned?


Dana Sebal has over 10 years Marketing and Human Resources experience.  Outside of her professional career, Dana’s passions include her family, rowing, running, tennis, skiing, yoga, and Beagles.

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