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Why you need an employer brand

I came across the results of an employment brand survey over on SmartBlog on Workforce yesterday, and found the numbers intriguing. Sixty-seven percent of respondents reported not having any employer branding strategy in place, and 34 percent didn't even know what an employer branding strategy was.

Now consider the recent predictions of economists as reported by The Wall Street Journal:

    • A modest, yet consistent, economic growth projection of 3 percent through 2011.

    • Overall jobs gains of 2.4 million over the next 12 months.

    • And consistently high unemployment rates, dropping only to 9.3 percent come December 2010.

These conservative projections of growth significantly underscore the need to evaluate current and projected recruiting needs and retention rates (post-recession), as well as overall employee satisfaction. Even if the projected 2.4 million new jobs include a large percentage from the public sector or publicly funded initiatives, growth of any sort requires firms to strategically map out their recruitment strategies.

It is this fact that makes us raise an eyebrow at the 67 percent of organizations that have no employment branding strategy in place.

I actually am of the opinion that it is an issue that affects more than those 67 percent of respondents. I think it's likely that the 34 percent of respondents that said they do have strategies in place have, at best, implemented cursory procedures that check off the employment brand box. Or, that employment brand efforts are relegated to employment campaigns that are frequently used in the event of a large number of hires needed in a short span of time.

The appropriate position to take is to immediately begin to invest in employment brand development. This is especially true considering the varying levels of poor employee satisfaction that might exist due to recession fatigue. Simply articulating what it means to be an employee of the company can have an immediate impact on those who are currently employed there, as well as improve the perception of potential candidates.


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