Jun 23, 2007

The futility of employment branding

I've been thinking of employment branding and social media and suddenly it struck me - for the average candidate the employment brand is mostly about the success of the organization.

Only when two similar organizations compete for the same candidate, do other factors like the specific role, culture and openness come into play.

Think about it, given a choice would you join a large organization that is growing and amongst the top of its industry, or a large organization that is stagnating or a small start up that you don't know whether it would succeed or fail.

Most people (and I don't mean most bloggers!) would go for the first option. The ones looking for a challenge would go for the second organization. The innovative and creative risk taker who wants high responsibility would take the third.

Employment branding strategies would need to be therefore customised to the kind of candidate you want to hire.