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 WetFeet.com, the recruitment marketing firm that sponsored the survey.
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.