Recruiting Blog

Using your Brand for a Competitive Edge

Using your Brand for a Competitive Edge

Brand-ImageSome of the hottest brands today have the best images and have great success with recruiting and keeping employees.  Take a look at the Fortune Magazine’s Top 100 Best Places to Work list for instance.  The top ten on the best companies list includes Google, Wegmans, Quicken Loans and Edward Jones—all companies with strong brands that give them the competitive edge for recruiting.

Building an exceptional brand to attract talent isn’t easy, but it is necessary, especially when companies consider the Millennials and Generations Zer’s.  Today, your brand is everything to the consumers, employees and potential employees.  Starting from the inside, you have to create and cultivate greatness in order to attract greatness.  Doing so can make an impact but it all depends how much of an effort a business makes.

So where to you start?  Author and Human-Resource expert, Diane Arthur published the 5th addition of Recruiting, Interviewing, Selecting & Orienting New Employees and discusses the importance of branding your business to gain a competitive edge.  We’ve mentioned that before in previous post and couldn’t agree more.  Arthur takes it a step further and features a great overview on how organization can assess their own highlights to help improve their image.  Here are the highlights:

  • What does the organization stand for?

  • What have your customers, clients and public come to expect from you?

  • When your companies’ name is mentioned, what are the people likely to envision?

  • What must your company do to get people to change how they envision is?

  • Which of these worlds or terms are people like to associate with your product or service? & Which of these words or terms do we want to associate with our product or service?

CleanlinessDependabilityQuick Service
ConsistencyQualityGood Service
ReliabilityGood ValueSafety

What must your business do to be perceived as better?

The brand change or enhancement starts with an assessment and that’s just the beginning.  Companies must maintain that image and depending upon the industry improve or push the limits.  Take a look a Google and see how their innovativeness helps their business and brand stay ahead of the competition.  Impressive huh?  You might say that they have a bigger budget, but sometimes it isn’t all about the money.  Find your special brand story and build on that to create lasting and positive impression to everyone.

Has your company conducted a brand assessment?  If not, take this year to assess and make a plan for the future.  Doing so can and will make an impact on you recruiting efforts.


Ingrid Moore

Ingrid Moore is the Founder and CEO of Corporate Resources of Illinois, an employment & staffing agency with over 20+years’ experience located in Schaumburg, IL. Ingrid and her team assist employers with finding the right hire for their business. For more info, follow us on our LinkedIn Company Page, or follow us Corporate Resources of Illinois‘s Google+ page.

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