candidates drawn to brand managementGlassdoor, a leading recruitment consulting firm, has asked potential job candidates, in a new study, about their process for choosing jobs to apply for. What they found: Candidates are increasingly paying attention to how companies manage their brand, and they make job application decisions based on the type and frequency of information companies share on career sites.

The major finding: 94 percent of job seekers said they’d apply for a job when they see an employer actively managing their brand. Brand management for recruiting includes:

  • Sharing updates about their culture and work environment;
  • Updating their employer profiles; and
  • Publicly responding to company reviews.

According to the study, nearly seven in 10 job seekers (69 percent) agree their perception of a company improves after seeing an executive or other company representative respond to a review. When broken out by gender, men (73 percent), more than women (66 percent), say their perception of a company improves when they see an employer respond to reviews.

Glassdoor further reported:

  • Details on what makes the company an attractive place to work – 76 percent;
  • Details on the compensation package – 70 percent;
  • Details on the benefits package – 62 percent;
  • An overview of the company mission, vision and values – 60 percent; and
  • Basic company information i.e. office locations, number of employees, revenue, etc. – 55 percent.

For companies seeking to increase their recruitment of women, Glassdoor’s study found that women (66 percent) find far more value in benefits information than men (56 percent). Women (27 percent) also find information on how employers support their community more useful than men (17 percent).

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