Branding: The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers (businessdictrionary.com).
We know you understand the importance of branding; logos, taglines, campaigns, however, did you know there is such thing called, employer branding? It is an organization’s reputation as an employer; its ability to engage and retain candidates and employees, in the same way that a company’s marketing tools apply to retaining clients and customers.
Our industry (and perhaps in many industries), has three groups to consider when developing a(n) (employer) branding strategy; clients, candidates and employees.
- Clients. Proof that your company does XYZ better than others, giving a competitive advantage in the marketplace.
- Candidates. Attracting more and better candidates; quality talent.
- Employees. Value proposition of employment; offerings of work-life balance, career advancement/development opportunities, compensation, etc.
Ready to think deeper on the topic, well…first things first…how are you…or your company… perceived? Check back next week to learn more on what clients, candidates and employees are saying about the importance of being “a great place to work”.