While a company's brand is generally associated with how consumers perceive it and its products, a new report ranks organizations from a different angle: employment branding. This approach looks at how well or poorly companies brand themselves to current and potential employees. According to talent acquisition and recruitment company WilsonHCG
, which drafted the report, the top employment brands for 2017 are General Electric, Johnson & Johnson, AT&T, General Mills, Goldman Sachs, and 3M.
To arrive at this ranking, WilsonHCG evaluated the companies based on six key employment branding indicators, including employee reviews and engagement, job boards, social responsibility, and accolades (corporate rewards earned by the company). The organizations that performed strongest in these areas earned top spots in the report.
The authors of the Employment Branding Report
emphasized that transparency and participation of a wide swath of employees are essential to helping a company boost its employment brand.
"Hiring managers, talent acquisition specialists, and other members of the corporate team do not simply choose worthwhile candidates for interviews based only on the resumes submitted," the report states. "They respond to reviews on Glassdoor, interact with candidates outside the office, and share their opinions about a given position."
Looking at employment branding by industry, the report notes that commercial banks performed well in categories such as job boards and accolades, but are behind in candidate and employee engagement. Pharmaceutical companies were overall very strong, especially in recruitment marketing and candidate/employee engagement. Insurance companies are strong in their career pages and recruitment marketing efforts.
The report offered a handful of takeaways from its findings, including, "keep up with technology," and "poor employment branding has tangible consequences." It also urged companies to "hand over the microphone," stating that, "When your company speaks for itself, few people listen. However, when other people talk about your organization, the message becomes infinitely more effective."