Building a corporate brand

|Canadian HR Reporter|Last Updated: 03/29/2001

Beyond the supporting role of ensuring a company can deliver on its brand promise, experts also say HR departments can capitalize on a strong corporate brand in the marketplace and should use branding techniques for improved performance in said “war for talent.”

A recent study of more than 3,000 employees in the United States, who had recently changed jobs, revealed more than one-third had applied for work with a company after seeing non-job related advertising and 42 per cent said that although they were familiar with a company, an ad made them consider applying there.