Strong employer branding isn’t just about maximizing your business marketing efforts. Investing in and leveraging employer branding opens up avenues to both bottom-line and top-line growth for all organizations. With that being said, companies are still not capitalizing on two of the most important aspects to the development of a company’s employer brand – competitive hiring and talent acquisition.

In an ideal marketing program, organizations should place a strategic focus on talent acquisition by means of employer branding. At the end of the day, the more competitive and attractive your organization’s employer brand, the higher quality talent you can attract. So let’s talk about employer branding.

Why is Employer Branding Important?

Let’s say you are a highly qualified IT professional in the job market and you have the option to work for either Google or a small technology company. Which company would you choose?

It is not a stretch to think that a strong majority of people would choose Google rather than smaller company simply because of Google’s name and reputation. How do you think Google built its name to where it is today? If you guessed employer branding, you guessed correctly. People want to work for great companies with great reputations.

In today’s market, candidates are just not jumping on every opportunity that comes their way. Candidates are only moving when given the opportunity to work for a company with great employer branding. They are only pursuing opportunities that make sense.

When it comes to attracting the right candidates, what does it come down to? The answer is quite simple: your employer brand – the public’s perception of your organization’s workforce and potential.

The Link Between Talent Acquisition & Employer Branding

Employer branding gives talent acquisition the opportunity to connect with a greater number of talented people. Why? More often than not, job seekers and passive candidates are more inclined to be attracted to the employer with the strongest brand over its not-so-competitive competitors.

As the employer, your branding is everything. Salary, benefits, opportunity for growth, company culture, and work environment are all enveloped within your employer brand.

Let’s say you’re in the technology business. How does the public view your product? Is your product cutting edge? Does it have what it takes to compete? Is it innovative?

These are the type of questions that are being asked by candidates today. What better way to separate your organization in the marketplace than to invest in a strong, strategic brand that speaks for itself?

A powerful brand leads to a deeper pool of talent to pull from. Hence, the talent that you bring in can easily transform your company’s performance dynamic and growth trajectory.