What is the ultimate goal of your employment branding? For most companies that have made a substantial effort to create or improve their employment brand, the purpose is to draw in talent. Plain and simple. Having a respectable and attractive employment brand means that even professionals that are already employed will keep your company in the back of their minds. This is especially true when these professionals happen to have a particularly unpleasant day with their current employer.
Taking this appeal to passive candidates into account, one would assume that a wildly successful employment branding effort might lead to an increase in the number and quality of people that apply to the company. In an article deceptively titled “Don’t Bother With Employment Branding,” Megan Stanish discusses the paradoxes associated with employment branding and active vs passive candidates. One of her main points was that a company with a successful employment brand should recognize this success and rely more heavily on active candidates for their new hires. Her reasoning is that many of the highly prized and highly skilled passive candidates of a few years ago will have been swayed by the company’s reputation and become active in their efforts to secure a job there. The point is that, employers should try to dispel any inherent value that they place on passive candidates. This bias can have your recruiters on a wild goose chase instead of looking at the perfectly excellent active candidates clambering at your door.