Managing your employment brand (the perception people have of what it’s like to work at a particular company) is essential the health of your business. Not convinced? Consider this:
A strong employment brand can enhance revenues, profits, and customer satisfaction.
Building your employment brand has an impact that reaches far beyond recruitment and retention. Studies have shown correlations between a strong employment brand and increased revenues and profit margins, higher levels of customer satisfaction, and a more consistent customer brand experience. These benefits are tied in some way to having the "right fit" employees at your company and having employees who are committed to the success of your business. Developing an effective employment brand has a direct effect on these factors.
It lets you stand out from your competition.
A strong employment brand positions you as an "employer of choice" by highlighting how you address the needs of prospective hires better than your competition. Time and again, studies show that salary is not the most important factor for prospective employees in deciding where to work. Instead, they’re looking for the place that appears to offer the best "value" — that is, the best overall collection of benefits (many of which are intagible). Being perceived as having better employer value is supported by the prospective employee’s educated perception of what you offer. In the talent acquisition arena, winning margins are often small. A fully understood and well-articulated employment brand keeps the focus on overall value, not just salary.
Mark Shevitz, Senior Brand Strategist
