When does "Employer Branding" get in the way of success?

A corporate employer spends hundreds of thousand of dollars creating a brand message that positions the company as an "Employer of Choice." Do they now get to stand back and enjoy a sharp increase in applicant flow? Not necessarily.

To many HR professionals, "Employer Branding" suggests company-focused messaging:

• "We are the leading provider of widgets for the past 100 years." 
• "We are the giant in our industry. Feel fortunate we invited you to move your career here."
• "We have been named a 'Top 100 Employer' for the past five years running."

What quality candidates are looking for, however, is candidate-focused messaging. They want employer's to answer, "What's In It for Me?" How will life become better if the candidate chooses to move their career to the new employer?

To begin enjoying an increase in your applicant flow, be sure to address some or all of these areas in your hiring messages:

• Work/Life Balance
• Points of Difference. Show candidates things you offer that they cannot get with other employers in the area.
• Commitment to personal and professional growth. Share examples.
• Show me the money! If you are not a top salary provider then share examples of how the company compensates in other ways, like flexible scheduling, enhanced benefits package, or rapid advancement.

 You don't always need hundreds of thousands of dollars to engage quality candidates. Just show them how much you care.