Keeping Your Brand Throughout The Recruiting Process

Job seekers know this well: They're applying for a job (maybe at your company!) and suddenly they're bounced to a totally different web site, with a different look, a different interface, and a different domain. Human Resources Executive magazine thinks that could be hurting your recruiting. We'll tell you more after the jump. Marcia Hoeck, president of a Toledo-based branding firm: "The responsiveness and attitude of HR is part of your brand. The wording of benefits communications is part of your brand. Outsourcers may take over some or all of those things for a client, and it's up to the client to make sure that their brand is being conveyed properlythat the outsourcer does those things the way the company itself would do them." The article continues. However, handing tasks to a group outside of the company can be a double-edged sword. The client organization can easily lose a measure of control over how it is represented, and the disconnect is greater when the outsourcer doesn't truly understand who the client is as an organization. The only way to protect the brand's integrity is to make sure the outsourcer understands exactly how the client wants to present itself, and to monitor communications to make sure they look and feel as if they are coming from the client itselfand not from a third party. Two case studies cited in the piece explain how a hospital drafted phone scripts for its outsourced HR people to use, and how Spirit Air ensured its web site looked the same on Spirit's makeitfly.aero and on The RightThing's recruiting site. Martha Webb-Jones, Spirit's senior HR manager, says she checks up on the site herself just to be sure. With budgets being slashed around the country, this is the kind of thing that gets less attention these daysbut it's vital if you want to attract the best talent.

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Keeping Your Brand Throughout The Recruiting Process

Rachel Kaufman

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Rachel Kaufman