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Employment Branding at a Reverse Job Fair
By: Cindy Wendland
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We recently attended a reverse job fair as part of NEWaukee’s YP week. Those concepts may be a lot of new ideas happening all in one sentence, so we’ll explain. YP week is for young professionals — the millennials. NEWaukee is a “social architecture firm that inspires a collision of all Milwaukee has to offer.” A reverse job fair is where the tables are turned and the recruiters are the ones who sell themselves to the attendees. Through all of these new terms, we learned about employment branding.

Employer branding is an organization's reputation as an employer. It is the process of promoting a company, or an organization, as the employer of choice to a desired target group. A company's talent brand significantly influences whether candidates accept or decline job offers based on a talent trends survey.

How do employers brand themselves? Associated Bank did it with a green jacket and examples of employee engagement and community involvement. Harley Davidson did it with the presenters swearing while presenting about the kick-a__ place to work. Zywave did it with a combination of their presenters and a great quote from Simon Sinek. “Great companies don’t hire skilled people and motivate them, they hire motivated people and inspire them.”

LinkedIn even offers a talent brand index that compares Reach, the number of people familiar with you as an employer, with Engagement, the number of people who proactively show an interest in your brand. Ideally, your HR talent team will emulate the talent brand well to prospective hires, and hopefully find some of those motivated people.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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