Executive search firm Harris Allied suggests that a potential employer’s value to the marketplace and its key points of differentiation can play a key role in its ability to attract top talent as part of its recruiting efforts. Factors such as the marquee value of a company’s name, its industry position, and even its corporate culture all contribute to the brand presence that can influence a job seeker’s decision.
Harris offers the following suggestions to companies that want to make sure that their brand tells the best company story possible to potential employees:
• The elevator pitch: Companies need to develop speaking points for interviewers related to industry position, business outlook and corporate culture so that, regardless of whom the candidate is speaking with, everyone reinforces the same messages.
• Confirm what is promotable: Employers need to give serious consideration to the key selling points of the position, team and management. Bear in mind the professional development opportunities, the emerging technology employees can work with and the long-range business plan for the project or department.
• Good PR matters: Make an effort to generate some positive third-party endorsement with the media though traditional media relations. Address any negative publicity or perception problems head on.
• Make sure there is a positive takeaway: A potential employer should make sure the job seeker walks away with a good feeling about the recruiting process. Clear, swift and decisive feedback for the job seeker is critical in this regard and reinforces a strong brand.
• Every touch-point matters: Whether it’s the company LinkedIn or Facebook page or everyone involved in the interviewing process from the HR manager to the CIO – and even the firm’s external PR messaging – the brand needs to come though consistently at every touch-point.
“The pendulum has swung back and today’s job seekers are as discerning as employers. If a company wants game-changing star talent working for them, their employer brand should reflect a strong industry position, corporate growth opportunities and an engaged, dynamic team,” says Kathy Harris, Harris Allied Managing Partner.