eBook: Building Your Company Brand

What is your brand? Your company projects an impression to your audience, whether you are aware of it or not. Your company brand is the perception potential job candidates hold for your company as an employer and should include three main components: your company’s culture, mission and values.

Your brand plays a critical role in attracting and retaining talent. There are ways for you to position your brand in such a way that it attracts exactly the kind of candidates you desire to hire.

7-step process for attracting high quality candidates:

1. Know Your Audience. What are the traits and habits of your target audience ideal candidates? 76% of full-time, employed workers are either actively looking for a job or are open to new opportunities (2015 Recruiter Nation Survey). Know motivations of both active and passive job seekers. You need to know exactly what motivates them to pursue a new job.
2. Make It Relevant. After a potential candidate has connected with your company, relevant content that coincides with their concerns and motivations in the workplace should be created and targeted. Create relevant content that fulfills their desires in a workplace.
3. Say It With Pictures. It’s a proven fact that people process visuals faster than text. Use compelling imagery that communicates the culture, mission and values of your company. Social media platforms such as Facebook and Instagram are effective channels for communicating a message visually.
4. Tap Your Current Employees. Take advantage of your current employees’ knowledge and experience by providing first-hand testimonials of what it’s like to work at your company. Creating content around this and asking employees to help disseminate your employer company message on their own social channels will help enhance your company brand and credibility.
5. Keep Your Careers Page Current. It’s important to keep your job openings page updated for active job seekers. (If you don’t have one, create one!) When possible, provide contact information for hiring managers, salary, benefits, your company’s approach to work/life balance and information on team structure and roles.
6. Narrow Your Focus. Consider the specific job role you are hiring for. It’s important to use mainstream social media platforms, but also utilize niche job boards and online groups that cater to the specialized talent you’re looking for. Crunchboard.com is a great example for internet and tech industry job seekers.
7. Engage Directly. Seize every opportunity to engage in conversation with potential hires. Utilize social media to communicate directly to potential job seekers by sharing relevant information with them, commenting on posts they’ve made or even actively recruiting them. It’s good practice to connect with a potential candidate on LinkedIn and personally contact them in a direct message.

As your local recruitment resource, Alabama Media Group experts understand the job search habits of candidates and can ensure you have the visibility, industry insights and tools you need to be successful with your hiring efforts.

Want to see more about how you can build and strengthen your brand and attract high quality talent? Download our eBook here.