Article of the US member of InterSearch Worldwide, Charles Aris.
Branding is the process of creating an identity with distinctive wording or design that helps people recognize individual products, services, and organizations. Having a well-designed brand is essential to establish your business reputation for customers, but it’s also a tool to attract new hires.
A consistent brand shows your organization’s professionalism, attention to detail, and knowledge of the product or service being offered. Active candidates evaluate hiring organizations based on a variety of factors, but they often seek out companies with a strong and reputable brand because of the high status it gives them in the marketplace.
Branding is more than just a logo and the colors you use on the website or social media. It’s about creating an identity that sets your organization apart from competitors. The brand aligns the company’s goals with its mission and values and helps the organization to grow in the right direction. It creates the feeling people have while connecting with the business and makes the company memorable and appealing when applied consistently across platforms.
Before joining a new company, candidates will investigate the organization as much as they can. These days, the most popular search engines are Google, TikTok, LinkedIn, Instagram, Twitter, YouTube, Podcasts and Facebook. Candidates will notice if the brand has consistency across platforms, and they will analyze the message, check reviews, and even find current employees to see their professional and personal backgrounds.
All of this, including employee testimony, is part of a company’s brand and will contribute to a prospective hire’s opinion of the organization. To ensure your organization’s branding connects with your audience in the right way, ensure you’re creating consistent, quality, and valuable content.
Consistent style and messaging will embed your brand in people’s minds. When posting on social media, for example, it is important to follow the brand style guide, use the same font style in all graphics and have a consistent voice to develop an identity. A well-thought-out brand strategy translates to a successful company that employees will be proud to be part of and keeps customers / potential hires engaged with the company’s communications.
A-players will also notice the quality of branding content, so it should always be relevant to your product or service while teaching or providing solutions to relatable problems. Creating and maintaining a company blog is one useful strategy to communicate and develop the brand voice. It will support the company’s credibility around all the marketing platforms, generate content and engage the audience.
A solid brand will contribute to the overall success of every business. It provides opportunities to attract and retain professionals by establishing credibility. Ensure you’re maintaining a strong brand by keeping your content consistent across platforms, engaging with quality ideas, and providing value to your audience. An organization that is recognized for its brand establishes trust and loyalty in the market, both with consumers and prospective hires.
