Imagine that – for some terrible reason – Kellogs suddenly lost all of their assets and stock, leaving nothing left behind of the company that is tangible… except, of course, for their brand. And because of how successful the Kellogs brand is, should this unlikely hand be dealt to them, I have no doubt that the company would survive on the back of it. That is how important branding is.
But there is much more to branding than surviving an apocalyptic-type scenario such as the one outlined above. A strong brand brings with it a platter of benefits, from client acquisition right through to attracting the best employees to the company.
Any candidate who knows their worth, will seek out a job opportunity that will allow them to develop and thrive, as well as gain respect and recognition from fellow professionals in their area of expertise. A strong brand can go a long way in attracting the very best talent to a company, and may ultimately be the reason why a potentially stellar candidate picks one employment opportunity over another.
Think about it, a strong brand will:
1. Put across the culture and ethic of your company
If a candidate is aware of the work environment within a company, what other people say about working at the company, and the benefits to be had by joining the company, then they are much more likely to be attracted to a position within it.
Whether a company is tagged as ‘cool’, ‘fun’ or ‘ambitious’, a candidate will recognise this and mentally ‘place’ themselves within it.
2. Offer security to potential employees
A strong brand will convey a positive message when it comes to job security and progression – something that’s vitally important during times of austerity.
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