How Brand Image Impacts Recruiting: A Guide for Employers

A company's brand image is not just a marketing tool—it's a magnet for top talent.?

The concept of employer branding took root in the early 1990s when companies began to realize that their reputation was a powerful asset in attracting and retaining employees. A robust brand image not only draws potential candidates but also shapes their perception of the company culture, values, and work environment.?

According to a LinkedIn survey, a staggering 75% of job seekers consider an employer's brand before even applying for a job. This statistic underscores the importance of cultivating a positive brand image to stand out in the crowded job market.

Let’s delve into how brand image impacts recruiting and offers actionable insights for companies eager to enhance their employer branding strategies.

Impact of Brand Image on Recruiting

1. Attracting Talent

A positive brand image can dramatically increase the number of applicants for a job opening. Studies show that companies with strong employer branding receive 50% more qualified applicants, which, in turn, reduces the time and cost associated with hiring. You can learn more about how tracking KPIs, such as time to fill and cost per hire, can enhance your recruitment strategy in our blog post, Recruitment Metrics: Tracking KPIs in Recruitment .

When a company is perceived as a great place to work, it naturally attracts more interest from job seekers. This influx of talent allows employers to be more selective, ensuring they hire the best fit for their organization.

2. Diverse Workforce

This also applies to attracting diverse talent . Why? There’s a correlation between a company's perceived reputation and commitment to inclusive hiring practices. Organizations that invest in appealing to a diverse workforce appreciate better brand loyalty and customer trust, as consumers are more likely to support businesses that align with their values. As a matter of fact, 70% of consumers expect brands to take a public stand on social and political issues and make purchasing decisions accordingly.?

Highlighting your commitment to diversity on platforms like TalentAlly is an excellent way to demonstrate your brand image and appeal to diverse job seekers. A diverse workforce brings a variety of perspectives and ideas, fostering innovation and improving problem-solving capabilities within the company.

3. Employee Retention

A well-established brand image fosters a sense of pride and loyalty among employees, leading to higher retention rates. Higher retention rates, like diversity, are highly correlated with brand reputation and offer a lens into the quality of the hires being made at your company.?

Employees who are proud of where they work are more likely to stay, reducing turnover costs and maintaining a stable workforce.?

This stability is crucial for long-term success, as it allows companies to build on their existing talent and maintain continuity in their operations. Also, having a lot of tenured employees at your company is a great promotional tactic to implicitly instill confidence in job seekers.

Recommendations

1. Leverage Social Media

Use social media platforms to showcase your company culture, employee testimonials, and community involvement. This is a great place to get creative with your content and represent your company as more than just a corporation (and your employees as “real people”!).?

Social platforms (like LinkedIn, Instagram, and Twitter) are excellent for sharing stories highlighting your company's values and achievements. Another tip? Keep it consistent!? Regularly posting information that resonates with your target audience will eventually pay off, but it’s a long-haul process, so don’t expect immediate results. Be patient, stick with it, and you’ll get there!

2. Participate in Career Fairs

Join TalentAlly's career fairs to connect with diverse job seekers and showcase your company’s brand. In addition to our TalentAlly-hosted events, we partner with incredible organizations like the NAACP, the International Association of Women, and the National Urban League to offer more targeted opportunities for engaging with and identifying specific types of diverse talent.?

By participating in career fairs, you can meet candidates face-to-face, answer their questions, and give them a firsthand look at what makes your company unique.

3. Enhance Online Presence

Ensure your company website and job board listings reflect your brand image and employer branding efforts. Revisit your profiles on sites like Glassdoor.com , and be sure you’re highlighting employee benefits, career development opportunities, and diversity initiatives.?

The same applies to your company’s website.?

You want to be sure you’re clearly communicating your company's mission and values to leave a lasting impression on potential candidates and encourage return visits.?

We also suggest conducting regular spot checks to ensure your online presence is consistent across all platforms to reinforce your brand image.

4. Collect and Utilize Feedback

Regularly gather feedback from current employees and candidates to understand their perception of your brand. We encourage you to make this a standard part of performance reviews and exit interviews to ensure all employees and job seekers are being heard.?

Use this data to make informed improvements to your employer branding strategy. Feedback can provide valuable insights into what you're doing well and where there's room for improvement. By acting on this feedback, you can continuously refine your employer branding efforts to better meet the needs and expectations of your target audience.

So What Does This All Mean?

A strong brand image is a powerful tool in recruiting top talent. As the job market continues to evolve, companies that prioritize employer branding will be better positioned to attract and retain the talent they need to succeed.?

TalentAlly is here to help!?

Check out our enterprise packages to see how we can help you improve your brand and get more visibility in front of diverse job seekers. Consider participating in one of our career fairs to tap into our extensive partner network and share your story with prospective hires.?