Why Employment Branding Doesn’t Work

“The U.S. unemployment rate is at an 18-year low. There are more job openings than there are eligible workers to fill them. Employers face rising labor costs amid stagnant productivity. It’s no wonder that many companies have prioritized employment branding as a critical talent strategy.

Employment or employer branding – efforts to promote a company as desirable employer – has grown as a means for attracting employees and competing in the current war for talent that rages in many sectors. Many companies have developed elaborate positioning strategies and communications campaigns to recruit prospective employees. But many employers also struggle to determine the most effective employment branding approaches, and many of their efforts fail to attract the type and quantity of candidates they seek.”

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