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.

“Clearly what that speaks to is that companies that have a brand image are at an advantage when it comes to attracting and retaining people,” says Steve Pollack, president of, the recruitment marketing firm that sponsored the survey.

He added that HR departments should consider shifting the focus of recruitment campaigns to attract passive job seekers, those people who aren’t actively looking for new work but are still keeping an eye on the marketplace, now as much as one-third of the workplace, according to the WetFeet research.

If businesses can develop a creative brand for their work experience they will better their chances of luring those people away, says Pollack.

“Today, leading companies are applying classical marketing techniques to the challenge of attracting and hiring candidates,” he says. Draw on whatever creative strengths are in the company to develop an attractive brand for the work experience and then strive to constantly deliver that brand out into the employee marketplace.

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