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How can you use corporate identity to attract talent?

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In today's competitive market, attracting and retaining talent is a key challenge for any organization. But how can you stand out from the crowd and showcase your unique value proposition as an employer? One way is to leverage your corporate identity, which is the set of visual, verbal, and behavioral elements that define who you are as a company and how you communicate with your stakeholders. In this article, you will learn how to use corporate identity to attract talent by following these four steps:

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1 Assess your current identity

The first step is to evaluate how your corporate identity aligns with your vision, mission, values, and culture. You can do this by conducting an internal and external audit of your identity elements, such as your logo, name, slogan, website, social media, brochures, uniforms, and office design. You can also gather feedback from your employees, customers, partners, and potential candidates on how they perceive your identity and what it conveys about your company. This will help you identify any gaps, inconsistencies, or opportunities for improvement.

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Scot Brown

Graduate of Electrolux AB International Executive Leadership Program; Previous Member, BSH Board of Directors; and North American Recipient Electrolux PLUS Award in recognition of Significant Annual Profit Contribution
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I initiated a project to attract new&innovative talent to the global company where I worked. I met with the Board of Regents of the University System of our headquarters’ state and along with Mercuri Urval persuaded them to incorporate an internship program we would offer to MBA students as a credit-based activity for the student. Mercuri Urval would, as our business consultancy vendor, instruct the selected students in the basics and rigorous processes of business consulting and our corporation would rotate these MBA student centered consultancy “teams” through our various departments/functions on an ongoing basis. Our company got a continuous process driven analysis by a world class consultancy & we got the employment market awareness

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Prof. (Dr) Vijay Malhotra

Chief Marketing Officer | Chief Brand Officer | Driving Business Growth through Innovative Marketing Strategies | Passionate about Brand Development & Business Strategist | Certified Brand Auditor | 32+ Years experience
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To attract talent, utilize your corporate identity to showcase your company's culture and values through branding. Craft a genuine narrative that mirrors your organization's core principles and underscores its dedication to employee well-being. An effective strategy is sharing employee testimonials and stories to humanize your brand and provide insights into the employee experience. I fully endorse the idea that aligning your corporate identity with talent recruitment can bring substantial advantages. Google serves as a compelling example, effectively conveying its innovative and inclusive corporate identity through branding, which, in turn, appeals to top talent seeking a dynamic work environment.

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2 Define your desired identity

The next step is to define what you want your corporate identity to communicate to your target talent pool. You can do this by creating a clear and compelling employer brand statement that summarizes your unique selling points as an employer, such as your purpose, culture, benefits, and opportunities. You can also develop a set of employer brand attributes that describe the personality, values, and tone of voice of your company. These elements will help you craft a consistent and distinctive identity that resonates with your ideal candidates.

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3 Implement your identity strategy

The third step is to implement your identity strategy across all your touchpoints with your talent market. You can do this by updating and aligning your identity elements with your employer brand statement and attributes. You can also create and distribute relevant and engaging content that showcases your identity and highlights your employee stories, achievements, and impact. You can also design and deliver a positive and memorable candidate experience that reflects your identity and reinforces your value proposition.

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4 Monitor and measure your identity performance

The final step is to monitor and measure how your corporate identity affects your talent attraction outcomes. You can do this by tracking and analyzing various metrics, such as your employer brand awareness, reputation, preference, and loyalty. You can also collect and review feedback from your candidates and employees on how they perceive and experience your identity and how it influences their decision to join or stay with your company. This will help you evaluate the effectiveness of your identity strategy and make any necessary adjustments.

By following these four steps, you can use your corporate identity to attract talent and build a strong and sustainable employer brand. Your corporate identity is not only a visual representation of your company, but also a powerful tool to communicate your values, culture, and vision to your potential and existing employees. By creating and maintaining a coherent and appealing corporate identity, you can differentiate yourself from your competitors and attract the best talent for your organization.

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Chris Perkins

Business Growth Accelerator | President @ Model B
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Thoughtfully considering every touchpoint in your brand experience is essential to attracting and retaining the best talent. Monitor and adapt to the macro and micro factors (from global conflicts to local community issues in the news) that affect how the people on your team are feeling, being sure not to be performative, overstep, or tone-deaf. Stay ahead by carefully considering how your company brand and identity can play an appropriately reassuring role for your entire team and customer base. An example - a regional bank acquired 10 competitor locations, and the employees felt at risk. So, they hosted an "Upcycle" day, recycling all the old items and volunteering for a local non-profit. This helped the team bond and feel welcomed.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dshanya Reese, CIC, PCM

People-Driven & AI-Assisted Insurance Marketing | Content Strategist | Perplexity AI Business Fellow | Helping Agencies Leverage AI for Growth | Failed Basketball Player
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Corporate identity goes beyond just visual aesthetics; it embodies the soul and culture of a company. A pivotal aspect is 'Engage & Communicate'. Foster genuine connections with your potential talent pool by sharing authentic stories, showcasing real team experiences, and hosting interactive sessions that reflect your identity. When you resonate emotionally and align with aspirational values, you not only attract talent but also advocates who believe in your mission. Candidates are also customers of a brand. Make every touchpoint an experience.

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How can you use corporate identity to attract talent?

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1 Assess your current identity

2 Define your desired identity

3 Implement your identity strategy

4 Monitor and measure your identity performance

5 Here’s what else to consider

Brand Management

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How can you use corporate identity to attract talent?

1

2

3

4

5

1 Assess your current identity

2 Define your desired identity

3 Implement your identity strategy

4 Monitor and measure your identity performance

5 Here’s what else to consider

Brand Management

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