As job seekers we’re becoming increasingly aware of the importance of personal branding.

It’s a way we can sell our skills and ourselves to potential employers.  And it’s our chance to really stand out amongst the crowd and create a lasting first impression. But putting such effort into branding is not something that should be the responsibility of jobseekers alone. After all, job research and seeking is a two way process.

If you want to attract the best possible candidates for jobs, it’s important that as an employer you put the effort into making your company shine too. So how best can you achieve this, and what should be your focus?

Company overview

The first thing you need to focus on is in engaging your audience by providing a comprehensive overview of the company. 

Within this, it’s important to incorporate information about what the company does, why it does it and how it’s successful within the market place.  As part of this, you can also weave in details that illustrate any competitive advantage.

Consistency

When establishing your branding across all communication channels, it’s important that you maintain a level of consistency and also be authentic.  

By doing this, you guarantee transparency and are able to create a distinct ‘voice’ for your brand. 

Over time this is something that candidates will come to recognize, as well as appreciate.

Communicating employee benefits

Job seekers are always keen to know what benefits and perks your organisation would offer them should they accept a job with you.

Therefore, it’s paramount that you spend time communicating this. 

Initially, the focus should be on conveying the experience that they would have working for your company, as well as information about company culture, ethics and mission statements.

From here, you could outline the more individual benefits offered, such as salary packaging, social clubs, bonuses and private health cover.

It’s also important to promote your organisation’s talent development programs or schemes to convey the opportunities for career advancement within the company.

Moving with the times

Most job seekers want to be part of an exciting, innovative company that keeps up with the times.  

Employees want to know that their skills and knowledge will be updated constantly within a fast moving environment.  And they want to be part of an organisation that can adapt to changes within the industry, so as to maintain that competitive edge.

Because of this, it’s worthwhile highlighting recent adaptations or changes that your company has made, demonstrating that you keep abreast of the market.

Similarly, include some information about the future vision of the company and any exciting future projects that may be in the pipeline.   

Stand out from the crowd

If job seekers are considering a number of organisations within their industry, the chances are that they’ll be coming across similar branding again and again.

Therefore, by taking some time to do some research, you can avoid your branding blending into many others.  Instead, you can stand out. 

Analyse the employer branding of competitor sites and then consider what is your point of difference.  Think about what makes you unique as an organisation, and what would make job seekers choose you over them.

Practice what you preach

The biggest advocates of any company are the employees themselves.  So, if you want to ensure that your branding is an accurate reflection of your organization, be sure to practice what you preach.

Word of mouth can be your biggest promotion or downfall, so being consistent in your promises and actions is often underestimated.