Branding Your Business for Hiring

​When a business creates a brand, it includes these elements:

• Clear brand purpose and positioning.
• Thorough market research.
• Likable brand personality.
• Memorable logo.
• Attractive color palette.
• Professional typography.
• On-brand supporting graphics.

Let's review how some of these apply to your business when seeking a new employee.

Elements of a Brand

Purpose

When a potential employee understands the company "why," they can more readily identify with your corporate goals and decide if they will apply or not for an open position. One resource you may want to review is Start With Why by Simon Sinek. Also, watch this TED talk.

Brands need to establish a mission and vision. What is yours? Simply hiring a new employee is a given. What is the real purpose behind what your business does, and what you need a new employee to do?

Research

In a business market, research revolves around learning about your competition. These days the potential employee spends as much time vetting you and your company as you spend interviewing and checking resumes. The interviewee may research the people who already work at your company by using Google or LinkedIn.

Brand Personality

As a business, what you put on the internet should represent your business consistently and accurately. Company culture is what most job seekers are going to review. Will they like what they see? Will it be a good fit for that person? The brand message you use – including culture – needs to be the same everywhere.

Logo, Color, Typography

You may choose to change your company's online appearance when posting about job openings. Remember to use a consistent look and feel when posting so the potential employee recognizes the brand you worked to establish.

Graphics

It is a bit harder to develop graphics for job openings than for products and services that you sell. Consider infographics about employees and the work both of them do for the business, as well as any volunteer activities your company supports. Make sure to include some of your employee successes and public recognitions of a job well done. Happy smiling faces could interest potential employees.

Points to Keep in Mind

Remember, no matter what choices you make, where you create your presence – and what you do with the platforms or tools you use – affects everything. Be careful to not harm your reputation by posting or sharing something that doesn't fit within your brand. Read more about establishing your presence on social media in the next section.