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Use your brand to attract talented employees

Date posted:  6/26/14 01:30:00 PM Building the right brand can be a boon for your company.

While well-known brands such as Google and the Walt Disney Company attract a wide range of prospective applicants, lesser known companies need to fight harder to get their piece of the pie.

According to Eric Stewart, group director of recruiting at Ryder, a Miami-based logistics and transportation firm, a company must use several different methods to effectively communicate with the nation's current job seekers.

For Stewart, that largely means using websites, social media, email and texting to interact and convey a company's message with potential workers. Another avenue is holding an online career fair, which is something Stewart has been a part of with Ryder, noting that it's been successful.

But with all of these new online methods for recruiting, Stewart warns companies to avoid the stereotype that only young people are using social media and online communication to land jobs.

"Even those demographic groups that are not seen as tech-savvy are using smartphones," Stewart told DC Velocity Magazine. "You can no longer look at it strictly along generational or economic lines."

Stewart added that showing off your brand at career fairs and forming partnerships and relationships with technical schools and colleges can help build relationships and start valuable talent pools to draw from.

"Technology helps us move quickly and manage information, but in the end, a face-to-face conversation is critically important for both sides," he said. "Companies have personalities just like people - and you won't get that from technology. We talk a lot about intangibles like safety, professional development, and respect in our company. Applicants need to hear that coming from a live person."

Using your brand to draw potential employees
A strong brand can be used as a powerful human resources and advertising tool, making it easier to attract top talent from across the country, according to Tom Luers, senior director of corporate human resources at Intelligrated, a company that designs, manufactures, integrates and installs material handling automation solutions.

"Branding your company means showing why the company is exciting," Luers told DC Velocity Magazine. "If you have an innovative company that's growing, the best people will want to hitch their wagon to it."

Scott Goodson, a contributor at Forbes, agrees with Luers. Goodson said that brands are more important in today's culture than any other time in the past century. He said that brands outlive products, which is what makes a strong brand so important to a company. He said many corporations even put the value of their brand on a balance sheet, because brands show uniform, quality and credibility.

Luers pointed to the way branding can attract potential workers to a social media page or a company website. Many people looking for work will go on Facebook, Glassdoor or LinkedIn to read about the company before going through the application or interview process. Luers said because of this, a site should provide some substance and avoid being too ambiguous.

"You can have sexy, glitzy branding, but if it doesn't resonate with the job seeker you want, you'll miss an opportunity," he said. "You have to have a good story to tell about your strategy and products."

Building a brand
Forbes reported that creating a new brand that resonates with Americans in today's society can prove to be difficult. With so many companies and so many branding names and strategies already in use, it can be difficult to stand out. But that doesn't mean it's hopeless.

With social media and other new methods to interact with the public, building a brand can be a lot more cost effective than in past years. Forbes reported smart brands can benefit from many of the new tools and spread their name around the globe much more easily.