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Avoid Mixed Messages: Consistent Branding Attracts the Best Candidates

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In the midst of an economic slowdown, hiring managers often resist excess investment in targeted recruiting. What’s the logic of scrambling to attract candidates, they ask, when a single post can bring in dozens of applications in one day? When candidates are lining up around the block, why not skip the fancy recruiting strategies and use those budget resources to screen an inevitable avalanche of resumes from brilliant applicants in need of work?  Who cares what candidates think of your workplace culture? In this job market, all that matters is what you think of them.

Workplace Branding: Why it Matters

Our answer: Think again. When you have an open position to staff, you’re not just looking for applicants. You’re looking for precisely targeted applicants with the skill sets you need and the personality traits that will allow them thrive in your workplace. Hiring and training are expensive. It’s better to invest in targeted recruiting and careful workplace branding than to hire the wrong candidates and watch them leave six months later.

If your workplace culture can be identified and described (which it can), then your job postings should appeal to those will find success here. Once appropriate candidates apply (which they will), you can screen for those who are likely to give back as much as they gain from this environment.

Building a Consistent Workplace Brand: Tips

  1. First, keep your brand message consistent. Do this by investing in analysis beforehand so you understand your workplace culture backward and forward. Don’t cast a partial net, make a few tonal adjustments, and then cast again. Get it right the first time.
  1. Stay consistent through various media channels as well. In addition to remaining steady throughout a campaign, your brand message should stay steady across all outlets. Don’t publish a job posting in one voice on Careerbuilder and another voice on a college job board. Keep color schemes, taglines and trademark identifiers consistent as well as tone.
  1. Keep your overall brand message focused on your target audience, and don’t allow drift. For example, if your workplace brand suggests a collaborative, innovative and flexible culture, work to attract candidates who are innovative, collaborative, and flexible. Don’t make false promises to uptight, competitive perfectionists.
  1. Choose your channels with your brand and your target audience in mind. If you’re looking for tech savvy millenial candidates, don’t just “go online” and assume you have this audience covered. Go exactly where they live. Right now, that means making use of mobile job apps and directing candidates to your Twitter profile. But check the date on this post. If a few weeks have passed, a new resource may be available. Find out what it is and grab these fast movers before your competitors do.

For more guidance on building and maintaining a consistent workplace brand, contact our staffing experts at CSS today.

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