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Branding is a common practice for businesses who want to put the right foot forward for their customers. Many companies make the effort to create attractive logos, craft marketing messages, and reach out to users by appealing to their cultural and aesthetic values. A great example of branding can be found in Dunkin’ Donuts popular commercials. This spot perfectly reflects the communities and attitudes of Dunkin’ Donuts’ stronghold in the Northeast. The actors are diverse, showing yuppies and blue collar workers alike, and it exemplifies the core of Dunkin’s customers.

But what about branding for potential employees? It’s rare to see a commercial or advertisement focusing on what it’s like to work for a company, though it could be the key to recruiting employees that would best fit in with the specific mission and values of a business. Branding for employment can not only help with recruiting efforts, but can also help current employees reflect your image when dealing with vendors, customers, and interviewees.

First, it’s important to have an accurate idea of the company’s goals, values, and mission in order to create an effective brand. What does your organization want to accomplish? What kinds of people do you currently employ? What are your goals for future hires? Examine company documentation for answers to some of these questions, and create an outline of your corporate culture. This does not need to be a fixed framework, and it should be able to adapt to changes within your business. By assessing current values and goals, you can establish future branding for your potential employees.

Aside from just looking at existing documentation, an accurate employment brand should include input from a wide variety of your current workforce. One simple way to gather feedback and determine the reality of your values is to survey employees from various business units, levels, and backgrounds. Many businesses conduct bi-annual surveys of employee satisfaction, and many even survey job candidates and hold exit interviews for those moving on to other opportunities. The feedback you gather could be surprising, and it will definitely help you get an accurate idea of how your company is perceived by those who know it best.

Once you have determined your stated values and the current perception of your brand by employees, it’s time to bridge the gap between the two. Determine how your actual brand is different from your desired brand, and take the steps necessary to match them up. For example, if a survey of your workers reveals that they see the chain of command is disorganized, make efforts to clear up the hierarchy and retrain management in communication techniques. Job hunters will pick up on internal problems from interacting with interviewers, and it may cost your business the best hire for the position. Listen to the suggestions of current employees, and you will be able to present the best impression to interviewees.

Walmart is a good example of a company which has struggled with employment branding. Though this commercial tries to show a festive, positive work environment, the public perception of working for the retail giant is better aligned with this satirical commentary. By listening and responding to the needs of current employees, businesses can avoid the Walmart curse of terrible employment branding. Remember, job candidates are not just interviewing to show you their skills, they’re also there to see if your work environment appeals to them. Careful branding, backed up by the willingness and ability to make changes, can help any business attract the talent they need to succeed.

Thursday, February 28th, 2008 You can skip to the end and leave a response. Pinging is currently not allowed.

By Haley January Eckels