There's no doubt that employer branding is the key to taking your recruiting efforts to the next level.
There are an increasing number of companies who recognize this, and are creating significant branding initiatives and budgeting a lot of money. That's great, but many of these companies are overlooking a second dimension of employer branding. Here's how I break it down. There are two key dimensions to your employer branding:
- The brand you work deliberately to cultivate, through channels like billboards, recruiting collateral materials, PR, etc.
- The perceptions of you (and discussion about you) that is going on everyday ... online, in churches, supermarkets, recruiting events, etc.
A lot of employers are ignoring the second dimension, which I maintain is the more important. This blog will focus extensively on this!