If you want proof that your brand and its associated public perception can affect your ability to recruit, look no further than Network Rail.  Recent issues affecting the company have had a negative effect on its image which in turn means that attracting the right people has become increasingly difficult.  A company spokesman said “it’s no secret that we don’t have a sexy brand so we must work harder to get across to potential candidates the fantastic opportunities we have here”.

Is a “sexy” brand all it takes to attract the right people?  I would argue that there are other areas to consider before rating your brand on its sex appeal (or lack thereof). 

Ethical might not be sexy…

But it does attract good people.  Being ethical is about more than having an environmental policy and putting up reminders near light switches to encourage staff to turn the lights off.  Being ethical means caring about the impact your business, products and services have on others.  Work on improving the ethics of your brand and you will attract better candidates to your business.  It’s that simple.

Acknowledgement

When recruiting, most people just want to be acknowledged.  It’s a simple truth but a powerful one.  Acknowledge applications.  Respond to queries.  Give feedback after interview.  Doing these things will do wonders for your employer brand. 

When I’m wrong…

I say I’m wrong.  With every problem or mistake comes an opportunity.  How you deal with the problem is up to you.  Everyone has things that go wrong but when you acknowledge it, deal with it as promptly as possible and communicate everything you’re doing to put it right – those are the actions that will set you apart.

Bringing sexy back

Make your business appealing.  Keep it ethical.  Treat people like human beings.  Hold your hands up when you get something wrong.  That’s how to “bring sexy back” into your employer brand.