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HOW TO: Use your brand as a recruitment tool

It's no surprise that companies with a reputation for recruiting and retaining the best staff often have a strong brand presence. Branding is no longer just about influencing whether customers choose to buy from a company; it also determines who wants to work for them. But when you address the issue of branding and recruitment, you realise there are two sides to the equation.

(i)    You can use the brand to attract quality people and
(ii)    You can use the qualities of those people to build the brand further.

It's a wonderful, virtuous circle. People respond to the brand but we mustn't forget that, to a large extent, they are the brand. Yet, obvious as this seems, many companies don't do their brand justice when it comes to recruiting.