Employer Branding: Attracting Talent


Employer branding, like product branding, is about perception and in this case about the employee experience at your organization.Reputation means a great deal to candidates. When asked specifically about company brand/image in an AgCareers.com poll, nearly 80% of job seekers indicated that the company brand/image was important or very important in selecting which jobs to apply for.

Having a strong employer brand eases recruitment and increases employee loyalty. To evaluate employer brand, consider how different touch points would be perceived by potential candidates. From the company website to the receptionist’s greeting and the organization’s involvement in the community, to the image portrayed at a tradeshow, all of these possible points of contact portray an image about the company’s brand. Google the business and yourself! Listen to what existing staff says about working for the business.

Many mistake employer branding with expense. There are tactics involving some expense, and often there is people resource/time, but employer branding does not have to be costly. For example, develop a standard follow-up procedure for applicants that apply to your job openings. The number one complaint AgCareers.com hears from job seekers is that they don’t hear from the employer after submitting their application. At the very least, set-up an automated response to let the candidate know you have received their resume and when you expect to get back in touch with them or fill the position.

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