Employment branding stands alone as the only approach corporate recruiting managers can leverage to guarantee an end to their talent shortage problem. Unfortunately, most corporate recruiting managers spend less than 5% of their budgets on this powerful long-term solution. In direct contrast, firms that have taken the time to invest in building a great employment brand like Google and Southwest Airlines have not only dominated their industries, but they have also turned the common talent shortage problem into a more desirable talent "sorting" problem. If you're tired of constantly fighting fires and of being continually bashed year in and year out by your managers for failing to produce a high volume of high-quality candidates, it's time to shift your focus to the only solution that can reduce your job stress and make you a hero.
· Support for the Product Brand. An employment brand can support the corporate brand and your related product brands because many consumers mentally make the link between attracting quality employees and producing a quality product.
· Increased knowledge and competitive intelligence, as more employees from top competitors join your organization.
· The increased focus on excellence in people-management programs brought about by the branding effort will result in the continuous improvement of those practices.
· Getting talked about in the press reinforces the stories you have already spread to your employees.
· The increased notoriety might also have a positive side effect on the business by making it easier to attract strategic partners who are willing to link with your firm.
· Employment branding works not just for large corporations but also for smaller firms and for government agencies as well.
· A great employment brand makes it easier to attract top recruiters and branding experts.
· The high impact and ROI of the employment-branding program will help build HR's image as a bottom-line contributor.