Nearly half of all American workers (49 percent) indicate that their company's brand or image played a key role in their decision to apply for a job with their respective employers. Employment Branding is the process of placing an image of being a great place to work in the minds of the targeted talent pool.
As if the shrinking talent pool and the retirement of baby boomers was not enough for you to contend with, but now you have to worry about your image? And we're not talking about your figure, or how you happen to look in a dress, or if that suit makes you look fat. No, what we are referring to is the increasing importance being placed on how the labor market views your company and how this can directly affect your recruiting and ultimately your future success.
Nearly half of all American workers (49 percent) indicate that their company's brand or image played a key role in their decision to apply for a job with their respective employers, according to the Employment Dynamics and Growth Expectations (EDGE) Report conducted by CareerBuilder.com and Robert Half International. Employment Branding is the process of placing an image of being a great place to work in the minds' of the targeted talent pool. When you implement Employment Branding tools into your recruitment efforts, you effectively create an image that makes people want to work for your company.
With today's labor market challenges, it is important for hiring managers to position their company as a place where candidates want to work. This enables you to receive more attention from qualified candidates and more opportunities to fill your staff with talented employees. Faced with a large number of baby boomers retiring, an estimated 5.4 million jobs created before 2010, and smaller generations of replacement workers entering the workforce, hiring managers are voicing concern over their ability to fill vacant positions with skilled staff. Over 30 percent of hiring managers surveyed in the 2006 EDGE Report stated it is even more challenging today to recruit qualified staff than it was in 2005. Fifty-two percent of hiring managers attributed the difficulty to an overall shortage of qualified workers, up from 47 percent only a year ago.
Most companies who are recruiting at a high level already have taken into account how they showcase themselves to job seekers. Those who are excelling with their recruiting efforts are the companies who realize that corporate culture and positioning themselves as a "place to work" with job seekers goes a long way towards recruiting top talent.
These companies are investing in tools such as CareerBuilder.com's BrandBuilder, which is a web page containing all relevant information a job seeker would want to know about your company including corporate culture, mission statement, values, beliefs, benefits, and industry specific information. They are then taking advantage of supplementary products such as Job Branded job postings and Featured Employer products that get their company's logo in front of millions of job seekers and redirect interested parties to their company's BrandBuilder page.
Many companies are finding that Employment Branding is not only helping with recruiting, but it also improves the ability these companies have to retain their top employees. By implementing Employment Branding tools into your recruiting solution, you attract more relevant job seekers to your positions, and encourage them to apply to your job posting. Because these candidates were well informed about your company prior to applying to a job posting, they are more likely to develop a passion for your company and become more involved at work. This results in an increase in employee loyalty, and fewer candidates looking to leave your company after only a few years of employment.
The current labor market is not going to make recruiting any easier. Still, your strength as a company depends on your ability to recruit top talent, and to do this on a consistent basis. What it comes down to is how job seekers view your company and whether or not you can effectively position your company as a "place to work" by implementing Employment Branding into your recruiting solution.
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