Why employer brand and reputation are increasingly important

Dive Brief:

Fueled by the views of younger workers, employer brand and reputation are rising in the eyes of job seekers worldwide, according to a new study.
Specifically, 56% of about 4,500 global job seekers responding to the survey believe an employer's brand/reputation is more important today than it was five years ago. In China, that number is at 72%, while in the US, it's 57%.
The study, "Brand Detectives: The New Generation of Global Candidates," from ManpowerGroup Solutions, a Recruitment Process Outsourcing provider, unsurprisingly found that millennials are the most brand-driven candidates, ranking company brand in their top three motivators, along with compensation and job responsibilities.

Dive Insight:

In a paper available for free download, Manpower offers some ways employers can improve their hiring processes to better attract and retain the best talent.

One is to source current employees with strong leadership qualities who can be part of the interview process, with the idea of marketing the company to potential recruits, as well as recognizing which candidates have the most potential. Another is to maximize your company's primary selling points early in the process. For example, consider inviting job candidates to visit the company, meet current employees and experience the culture firsthand.

The paper also offers tips for how employers can use current employees to drive more brand awareness. Encourage the use of employer review websites such as Glassdoor to admit imperfections and talk about the company's core values, and use photos and videos of employees on a company website to put a human face on the company.