How do you build your brand?

Have you noticed more competition for good talent in the marketplace in 2013?  We sure have, and it has manifested itself in a myriad of ways recently.  Counter offers, multiple offers for one candidate, passive candidates sitting tight, exceptions and concessions being made on things like PTO and benefits, and much more.  Even if you have not experienced any of these trends recently, there are some effective strategies we have seen employed that can be good to know.

The key word I will be focusing on in a three-part series this spring and summer is BRANDING.  The three perspectives I want to bring to bear about what is being said about your organization are:

1) What do your current employees say?

2) What does the market say?

3) What does your competition say?

All three are inter-related, but I really want to dig into each one individually as the small things can make all the difference between landing the prized candidate you are after and just missing.  The first one is quite possibly the most important as it can have an impact on the other two in a profound manner.  Your employees talk amongst themselves, with their outside vendor partners, with former employees, and even with friends and neighbors. 

So what can you proactive do to create a working environment that creates a positive brand image in the market?  Facebook can actually be one of the first places to go.  Some of my best clients are actively posting pictures of their staff volunteering in the community.  Or celebrating someone’s work anniversary.  Or perhaps a work-related accomplishment like a professional designation.  This is an effective (and free) way to promote the culture within your organization. 

Secondly, provide ongoing communication to employees regarding benefits, culture, opportunities for growth, etc.  Recently I had a candidate interview with a team member of a client of mine who really struggled with answering basic questions regarding the overall benefits provided to employees.  That left a really bad impression with the candidate, and whether or not it is fair, the company itself.  I wouldn’t expect an employee to have all details memorized down to the last detail, but it would be another great FREE advertisement about  your company to have your employees bragging to everyone they knew about the benefits of working for your company.

Lastly, define your company culture early and often and in an open and honest manner.  Another recent example I can give is a client of mine who had several people act as advocates to my candidate before, during, and after the interview.  Some of the items that were communicated were of small concern to the candidate, but overall there was a ton of respect for openly discussing the current working environment.  At the end of the day it was actually what motivated the acceptance of the offer. 

Bottom line is that the job market is an ever-evolving beast that may force you to make some changes regarding how you have branded your company, especially as it relates to recruiting.  So why not stay ahead of the curve and be the leader in your market?