Posted by: Professionals In Human Resources Association (PIHRA) | October 27, 2010

Brand Your Company Culture

By Theresa Maher
Director of Public and Job Seeker Relations, Jobing

We know attracting the right candidates is crucial to any successful recruitment strategy; which is why we put so much emphasis on crafting an effective employment branding campaign. While there are many different concentrations within each company’s unique message, today I want to focus on the importance of highlighting and correctly communicating your company culture in your recruitment branding. Your message should do two things: attract the right candidates and filter out the wrong ones. It’s about finding employees who truly want to grow with the organization and be a part of the bigger picture. Candidates who are looking to make a long-term investment in your company are not just looking at the positions you have available, they are  looking at the organization as a whole. Your recruitment branding is the key to capturing the attention of these qualified job seekers and drawing them in.

Even in today’s tough job market, applicants still have options. This is why it is so important to showcase exactly how your organization differs from your competitors. So, how do you capture the true essence of your company culture? Through the people who live it everyday. Talk to your employees about how they view your company culture and what they like about it.

Every employee is going to be different, so tailor your questions to different groups. For your less tenured employees, find out what first attracted them to your organization. Ask them why they chose to work for your company over another. For your more seasoned teammates; what makes them stick around? Find out how your employees would explain your culture to complete strangers. This exercise can teach you a lot. First, you can claim your culture is many things, but it’s what your employees think that truly matters. Second, you may learn that there is no cohesive message. Your employees may not have a clear picture of your culture. If that’s the case, you know it’s time to focus on building a stronger work environment to create a culture that gives your company a competitive advantage. You can also take a look at the current employees who are thriving and see what characteristics they portray. This way you can customize your branding message to reach similar candidates.

When it comes to branding your company culture, Include the information that best showcases how your company is different, and why you are proud if that.  Put this information on your career center, company profile, job postings, and on social media accounts. Reaching quality candidates that will build long-term careers with your organization will not only meet your recruitment needs today, it will continue to build your company brand and strengthen your culture in the future.

For more information on how you can better brand your organization to engage the right candidates for your business, visit


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