Your company needs a branding strategy

Your company needs a branding strategy

Branding has become far more than just a simple association someone has with their favorite household product.

Companies are becoming increasingly aware of the role branding plays in creating not only a product’s identity, but the impact it has on the overall company image. Although it seems like a very simple principle, people are naturally attracted to companies that they have a positive brand association with. This is why employer branding plays such an important role in attracting and securing the right talent.

Planning and implementing a successful employer brand strategy is very similar to that of a product strategy and can be structured in a very similar framework. The company must identify the following:

• Target market – Who are the type of candidates your company wants to attract? Are they coming from a particular university? Do they currently work for one of your competitors? Will they fit well into your company culture?

• Unique selling point (USP) – What sets your company apart from the rest? What can your company offer that your competitors cannot?

Examples of a USP could be (recruitment context):
o    Flexible working hours
o    Market-leading commission plans
o    Above average starting salary
o    Opportunity for international travel
o    Bonus package/equity share options
o    Working with a particular type of client (e.g. super-major oil companies)

• Competitor analysis – What visible strategies are your competitors adopting to attract candidates? Are you considering using the same media channels to advertise your opportunities?

• Advertising channels – What media channels will your company be using to draw in the applications and promote interest?  Will you be primarily focusing on social media (or traditional) avenues such as LinkedIn, Facebook or Twitter? How, if at all, will your company website be used during this strategy?

• Post-launch strategy – How will your HR department handle the process? Do you have an appropriate hiring strategy in place that is suitable for the type of candidates you are looking for? Once you have brought candidates on board, are you able to retain their services and stop them leaving for your competitors? Remember, retaining talent is as, if not more, important than attracting new talent.

Alex Purvis
Account Manager | Marketing Specialist
The Global Edge Consultants UK

The Global Edge Consultants is a full service firm specializing in the recruitment of technical and project personnel for industries such as Government, Oil and Gas, Petrochemical, Chemical, Engineering, Power, Nuclear and Manufacturing. Check out our careers page!

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