Employment Branding - One Company’s Approach
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A company can’t afford to be just any old company anymore. It must be a brand.
One company that took this relatively new concept of employment branding to the next level is Suncor.
What they found applies to many organizations interested in establishing their own unique employment brand - one that will set them apart from the competition in attracting the right talent:
- Employment branding begins with research into future hiring needs and trends as well as what people thought about the company
- Employment branding is different than product branding. In employment branding you are targeting specific groups of people who you want to identify with your company, you want them to join your company and become part of the culture.
- How you communicate your brand also requires careful consideration. It is critical that you identify and use language that your target group understands.
To find out more about how Suncor went about establishing their employment brand, check out this video (Firefox users need to install the following ActiveX compatibility plug-in: Windows Media Player ActveX plug-in / if your default browser is Firefox you may also simply copy and paste “http://broadband.bnn.ca/?vid=26653″ into an Internet Explorer browser) .
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