Often, when we think of brand strategy, we think of our customers in terms of how they perceive us as a company, product, or service. And when it comes to communicating and interacting with customers, there’s always a brand strategy guideline that guides organizations through every step of the way.

However, as times have changed, the rise of social media has upped the game of establishing your voice and framing how your company wants to be perceived. The same can be said about the competition to stand atop your rivals and stand out to your customers.

With that said, companies spend a lot of money building strong brands to win over customers, but they often fall short when it comes to strengthening their employer reputation for winning the marketplace.

In an effort to manage a successful brand, companies have invested heavily in ads and promotions. While understanding that those are necessary for creating the motivation to buy, making your presence felt, and building customer loyalty, this should not be the only priority when it comes to brand strategy. Finding talent that fits not only the required skills but also your company’s culture and values is invaluable. Your applicants, who are your possible employees, are the very people who can make the brand come alive for your customers.

There is a growing concern to find and keep the best talent to build a global reputation as the global economy picks up, and ultimately, help you achieve your growth ambitions. Needless to say, recruitment plays a key role in this endeavor. So, how does recruitment, impact your brand strategy in particular?

The Brand Message Must Resonate With The Applicant

First, you must keep in mind that if the applicants do not have a powerful connection to the products and services that you sell, then they are likely to undermine the expectations set by your advertising. If this is the case, it is either because they do not understand what your products have promised or they don’t believe in the brand. Whatever the case is, they will more likely feel disengaged and thus, affect their performance and how they interact with the customers, too.

That is why, at the very stage of recruitment, applicants must first and foremost be sold on your company’s purpose and identity by those that unify and inspire employees to do their best. Knowing why they wake up every day, go to work, and go on with their day-to-day activities carries more weight.

A clear purpose and identity not only give focus to your future employees but also help ensure that everyone is working towards the same goal. Again, the brand message should resonate with its people. If employees take a personal interest in the brand strategy, they will take an active role as well.

When employees care and believe in the brand, they are driven to work harder and become increasingly loyal to the company. Consequently, this impacts how they present themselves to the marketplace, and people are far more likely to trust a company based on what its employees have to say than on its advertising.

Weaving The Brand Message Into Their Daily Experiences Can Ensure On-Brand Behavior

Embracing the right vision in mind, the applicants can communicate with your customers more clearly and consistently with your messaging, and thus, be more likely to attract and retain loyal customers. Simply put, job applicants should be convinced of the brand’s power.

Typically, HR professionals don’t have the marketing skills to communicate the brand successfully, such that applicants-turned-employees are not convinced of the brand’s power.

Information about the company’s strategy and direction is distributed to employees in the form of memos, newsletters, and so forth, but this does not suffice to convince employees of the uniqueness of the company’s brand. The employees might know about the new ad campaign or branding effort and what the company is doing, but they might not be sold on the ideas, thereby affecting how on-brand they work.

What The Organization Can Do

HR can guide employees to better understand, or even have a passion for, the brand vision. There are principles that can enable employees to live the vision in their day-to-day tasks. And when employees live that vision, customers are more likely to experience the company in a way that is consistent with its promises.

HR can direct people’s energy in a positive direction by clearly and vividly articulating what makes the company special. Managers may seek to boost the brand internally – again, starting with their recruitment. The intervention of marketing to execute this is crucial because they have the necessary skills and understand the context surrounding the external branding. Most importantly, they are uniquely positioned to match this internal campaign to make the brand message resonate with the applicants to the external branding.

Hiring the right talent can save (even make) you money, rather than costing you more. This investment in recruitment is highly indispensable, and in the long run, will make your brand invaluable. By taking the time to define and agree upon these considerations, your brand will benefit as a whole.