HR has not typically been responsible for a sellable “brand” for applicants. In many respects, creating the company brand is something that largely falls on the marketing or public relations department. We have all heard of a video going “viral” and an average person shooting to instant Internet stardom. However, actions of the HR department going “viral” can have negative effects.
Social media has now turned the tables on employers. Millennials (who tend to be stereotyped as demanding in nature) grew up with the Internet in ways Baby Boomers and Generation X did not. They expect to have a lot of information available on the Career’s page, and they prefer updates throughout the recruitment process.
So with the stage set, and the stakes high, HR needs to create their own brand that offers value to potential applicants. The question is: How do you build a solid talent brand?