Branding to Attract Qualified Candidates

Your company's reputation in the marketplace, brand, and image can be powerful recruitment tools--particularly in attracting skilled employees. Candidates will more likely be attracted to businesses that are respected and known in the industry for their success and professionalism.

The following points will help you build your brand:

• Develop a clear vision of how you want your company to be perceived and make sure management and employees share that vision. The big picture can be communicated through a company’s mission statement, advertising, marketing materials, and annual report.

• Implement organized and consistent policies and procedures. These will help employees understand what they are supposed to do and how to do it.

• Provide training and professional development. Make sure your employees have the tools to do the job today and meet new challenges tomorrow.

• Maintain standards for management conduct. To create a caring, supportive environment, train your managers to reach out and support employees.

• Make sure you have an organized new employee orientation or onboarding program. First impressions are vital to the long-term success of the new employee.

• Adhere to nondiscriminatory policies.

• Promote "green" energy-saving practices, such as recycling and car-pooling.

• Encourage volunteerism among employees in local community projects.

• Promote health and wellness in the workplace through wellness programs, newsletters, healthy snacks, and walking at lunch.