Employment brand is a term used to describe individuals’ collective perceptions about the characteristics and expectations associated with the way an organization conducts its recruiting, onboarding and employee engagement activities. Just as a company’s marketing brand represents the products and services that consumers identify with the organization, thoughtful employment branding can impact the way employees, partners and potential applicants feel about how the company treats its valuable human capital assets – people.
Careful attention should be given to the hiring and succession planning processes so that they are truly representative of how the organization wants to be known in the employment space. In the absence of attention, an employment brand will still develop – but it may not be the image and reputation that the organization seeks. Easing the process of applying to jobs and completing new hire paperwork through the use of hiring software solutions is just one way to positively impact an employment brand.