The Importance of Employer Brand Strategies
August 2007

Developing a successful brand strategy and image has traditionally resulted in sales and marketing success, but is now emerging as a valuable recruiting and retention tool as well. According to a recent survey conducted by employer branding consulting firm, Universum Communications, organizations are acknowledging that implementation of an employer brand strategy can help attract and retain talent. In a time when employee commitment and loyalty are critical to achieve, developing a strong and unique employer brand is one way to help secure long-term dedication. With the growing talent shortage, the employer brand strategy has become as important as the overall brand strategy for companies, with some reporting large financial investments to ensure that they are the employers of choice for talented professionals.

The concept of employer branding is still a relatively new and intriguing concept with more and more organizations realizing its importance. According to Universum’s survey, 15% of organizations sampled are currently in the process of creating a strong employer brand, while 61% are in the process of further defining or improving their employer branding strategy. Universum Communications states that web search engines are recording millions of hits on the subject, implying that employer branding is of interest to thousands of people worldwide and is showing no signs of slowing down. By having an employer brand strategy in place, organizations can more effectively promote their culture and image to professionals who are increasingly focused on both before deciding to join.

While organizations are increasingly aware of the need for employer branding, and have a general concept of what employer branding is, many are unsure of how to implement an effective strategy. Because employer branding can potentially boost the hiring success for all departments, it is important that everyone in the company has a clear understanding of the strategy. It has traditionally been the responsibility of the human resources department but is becoming increasingly important for marketing departments, where internal collateral and the use of websites is the primary means of communication. James Whitelock, Web Marketing Manager for Vedior, one of the world’s largest recruitment companies, stated, “A true employer branding strategy is not just good advertising, but it is actually proving that your company is as good as you say it is.”

As accounting and finance recruitment specialists, Accountants Inc. works with an extensive network of skilled professionals who have a wide range of experience to meet the needs of companies across all lines of industry. Our team of staffing experts works to provide clients with the latest trends in accounting, finance, recruiting and retention. Together with our sister company, Acsys, Inc., we conduct in-person interviews with over 4,000 hiring managers each year, discussing the issues they feel are most critical to their business. Employer branding is just one of the topics covered in this year’s survey, which will be underway shortly. To find out how your company can participate in the survey or to help you meet any current project or direct hire recruiting needs, call Accountants Inc. at 1-800-430-3111.