Most companies have an excellent understanding of what their value proposition is compared to competitors in the marketplace. They know how to properly brand their products and services against the competition. 

Very few companies however, have a detailed strategy of how to protect their employer hiring brand during the hiring process, and this gap in strategy represents a terrific opportunity for companies to improve their perception in the marketplace.

I am not fully sure why companies don’t spend more time developing strategies for their employer hiring brand protection, I just know that they don’t.

The answer probably lies in the fact that it is very easy to measure and monitor direct sales dollars, from business won and lost. Sales rules the day in most companies, and driving sales always falls into the important and urgent quadrant of decision making, and this emphasis drives results for excellent sales and branding presentations for clients.

Hiring decisions, while important, never take precedence over driving daily sales, and in presenting value propositions to clients.

Companies though need to make the shift towards placing emphasis on hiring brand protection in addition to the branding they do at the customer level. Protecting the employer hiring brand will create goodwill in the marketplace, and create a positive impression of the company through word of mouth in the marketplace. This will help the company with employee retention, it will help the company attract and recruit candidates, and it may even help the company win business.

When hiring for a position, companies may interview 10 to 15 people until a hire is made. They also may consider up to 80 applicants for positions that were advertised for. Each person walks away from the process with a feeling or thought about the company. It’s important for all of these people to have at least a neutral, if not positive impression of the company.

A primary initiative at SCN is to streamline all of our processes with the client’s hiring brand in mind. This takes a lot of effort and investment, but we believe that it’s important to always have our client’s best interests in mind, even with candidates who are not going to be considered by the client.

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