This blog follows on from some of the research and insight discussed at the CEB Summit for HR Executives 2014, held 17 September in Chicago—specifically the session on “Creating a Culture of Leaders as Talent Scouts”. Learn more about this annual event for senior HR executives at www.exbd.com/HRsummitUS.
More than three-quarters of organizations have launched formal employment branding initiatives in the past three years.
Most of these initiatives serve to position the organization as a great place to work by communicating universally appealing brand messages through the most popular channels.
Unfortunately, this “branding for appeal” strategy results in applicant pools that are only 28% high quality.
Applicants are exposed to a sea of promotional messages about organizations being great places to work.
Consequently, branding for appeal only adds to the unhelpful information they already have from other sources as they struggle to make the right decisions about where to apply.
To optimize branding investments in today’s environment, take a “brand for influence” approach by providing applicants trusted guidance to make better decisions about whether to apply.
The pay-off is significant, with a 54% improvement in applicant quality.
Visit cebglobal.com to download a complimentary executive summary of our research on branding for influence.