Employer Branding - The Secret to attract job applicants

And 'the key to finding and retaining employees in today's job market is disputed. IBM uses it. So does L'Oreal, Deloitte, American Express, Starbucks, Research in Motion and Intel. Quite simply, people want to work for them. But why? What is their secret?

Employer Branding. It 's the way they sell - not their products - to potential employees. And 'the way they communicate to all job seekers the advantages and benefits of becoming an employee. It 's the way they position themselves as "Employer of Choice" - the first company that comes to mind when someone thinks of working in that field.

But employer branding is not just for multinational giants. Every organization can benefit from it - big or small. And now, more than ever, Employer Branding is required for all companies to attract and retain employees that are necessary for success.

Sell ​​the company - not its products

In short, Employer Branding answers one simple question - why would anyone work for a certain company instead of any other company? How can a company differentiates itself from its peers and attract new employees? It 's quite simple really. Employer Branding is all marketing of a whole society, as if it were a product. However, instead of selling computers or cappuccinos, the product being launched to consumers is the people and the experience of employees who are in that company.

Just like a company markets its products as the best, it must sell - its goals, values ​​and attitudes - as the best choice for potential employees. People do not want the hard sell. They do not want brochures and statistics and numbers. Want to know how you really feel like working for a company. A strong employer brand that captures attention with the essence of a society and casts this message to potential employees, can successfully attract the right applicants and keep them there for a long period. After all, people would much rather work for a company with an excellent reputation of a company with good reputation - even if it was offered a higher salary.

Follow the Leader

The Employer Brand is just like any other brand. Once the product is different. Companies should borrow from the successful marketing techniques used by the world's largest consumer brands such as Coca-Cola, Nike and GAP. More often than not, is the use of emotional drivers, rather than rational drivers, which attract people to these trademarks. If people can connect to a company emotionally, are more likely to work there.

One of the most important leader in employer branding is L'Oreal. His website Jobs describes in detail how to participate with the company and exactly what it means to work for them. Their message is addressed to a specific audience - college students and recent graduates - and contains video testimonials, detailed job descriptions and depth profiles of some employees of L'Oreal. These profiles provide an overview of the daily work of that person, their achievements and how their careers have or will move to L'Oreal. For a young job seeker, this information is exactly what they are looking for.

By providing what their target wants, and present it in an optimistic, using the latest web design technology, L'Oreal knows exactly who they want to hire and are focusing their recruitment efforts to achieve these objectives.

Recruit a report

Recruiting is all forming a relationship, instead of completing a transaction. The company sends a message to potential employees about their goals and experiences must be consistent with the real thing. If a new recruit receives exactly what was promised them, serve to reinforce that Employer Brand, which in turn attract even more candidates and retain the employees already on-staff.

The days of hard court are gone. Companies must learn to rethink how they reach their target audience. To succeed in today's market, it is crucial for companies to take a long, hard look at what makes them so - goals and experiences that make them unique - and present this story to the public through the eyes of its employees. In the era of Employer Branding, the slick, polished pitchman needs not apply .......