There are jobs and there are dream jobs-the roles at
organizations that you aspire to join. Maybe they make a product or
service that you love, maybe they have an amazing corporate culture
in which you know you could thrive, or maybe they have a mission
statement which you could really believe in. If given the
opportunity you would drop everything, move across the country and
even take a pay cut just to get your foot in the door-and as an
employer there is no better position to be in.

Google is already one of those places-ranked as the best place
to work by FORTUNE magazine in four of the last seven years-yet
even they have turned to what some would call extreme means to
further that devotion to their employer brand. A recent movie, The
Internship, which takes place at Google headquarters, showcases the
company’s legendary Mountain View, CA campus and corporate culture,
complete with hazing, scary managers and wild goose-chasing
pranks.  While the movie makes light of the highly
sought-after Google internship, it was seen by executives as a good
way to further expose the company’s “do-no-evil” culture and get
more potential candidates interested in technology, computers, and
ultimately becoming “Googlers.” That such a highly sought after
employer still sees the need to go to such lengths highlights the
need for branding to attract top candidates in today’s economic

Locating exceptional talent continues to be an ongoing
challenge, particularly in the executive and managerial space.
Growing companies recognize the necessity of expanding resources
and leadership to remain competitive, however the talent pool is
competitive among mid-to-high-level executives and top candidates
often need to be recruited out of current roles.  Although
recent unemployment data suggests a slow rebound of the overall
U.S. economy due to an employer-driven market, the unemployment
rate for this sector is considerably lower than general
unemployment – 3.5 percent versus 7.3 percent in May. In May of
2012 those rates were 4.0 percent versus 7.9 percent, indicating
that the job market in the executive recruitment space is
increasingly employee-driven, making branding essential to entice

“When it comes to post-recession recruitment efforts, where
companies are focused on finding the best candidates, branding is
more important than ever in the search process, says Rob Romaine,
president of MRINetwork. “A concerted effort to communicate clear
messaging about the company’s culture, mission, products and
services, both internally and externally is key in attracting the
right people. Essentially, recruitment begins well before positions
are even posted.”

Considering Google’s market recognition in the technology arena,
its participation in the movie underscores the organization’s
insight into the technology talent pool where unemployment is lower
than in other industries and the number of star candidates for
potential hire is smaller. “Google’s awareness of the value of
employer branding proves that even large, renowned companies must
be tireless and innovative in their efforts to create, maintain and
promote a corporate culture that is appealing to multiple audiences
including exceptional candidates, investors and the public,” says

Since 2003, he notes, employment in the IT industry has grown by
37 percent. According to the Bureau of Labor Statistics (BLS),
during the recent recession, the industry lost only 1 percent of
its workforce in 2009, but otherwise maintained employment. By
2010, employment had recovered and was higher than it had been in

How should companies develop branding initiatives and maximize
these efforts for recruitment purposes?  “First the
organization has to be honest about its corporate culture and
create brand messaging based on this premise, not the brand that it
aspires to be,” says Romaine. “Second, the company should identify
and promote differentiating factors that separate it from industry
competitors – qualities that will not only be attractive to the
general public or investors, but incoming talent as well. Third,
the business must constantly assess whether public perception of
the company matches the corporate imaging and messaging that are
being communicated.”

At the end of the day, employer branding and recruitment must go
hand-in-hand to attract impact player candidates.  Whether
it’s for an internship or a senior-level position, company imaging
and messaging are increasingly major components of the hiring
process, helping ensure that employers locate talent that will not
only fulfill job requirements, but will also be a good match with
the company culture.

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