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Applicant Attraction Strategies

Organizations must note that offering a good opening is not going to translate into sufficient number of quality applicants. Applicants with high caliber and quality are attracted before they are willing to apply. Studies in HR and applicant behavior suggest that applicants also assess employers and gather information on the rewards and benefits a company offers to staff for the kinds of skills they possess. When talented applicants are attracted with a position to match their skills, they remain with the company for log time. Potential applicants are attracted to a company based on certain critical factors like organizational image, employer brand, and the recruiting message.

Organization’s Image and Brand

An applicant’s interest to apply for a position is driven by the image of the organization with the outside world. An image is a general impression of facts and feelings. Every company has an image for itself for the products and services it offers. The first thought that comes to the mind about a company is generally the reflection of its image. However, an organization’s image may vary with person to person and may change over time.

A brand is a symbol (normally a logo) that is attached to an organization to reflect its products, services and also includes the image. Most of the organizations try to link their images and consumer brands with their business strategies. For example the brands like DELL, Big Bazaar, etc. immediately makes people think of low-cost products with efficiency. Brands also include slogans, designs, etc. A brand is developed over time through the use of media, communications, and exposure. An image and a brand play an important role in influencing quality applicants to apply for a position and show case their talents.

Organization’s Employer brand

Employer brands are important because it provides information on what the company offers and helps to manage internal and external perceptions of how it feels to work here. A positive or a negative employer brand is a result of different factors that include ethics, violations, environmental accident, corporate philosophy, etc. This suggest that organizations that are passive without a branding and image building strategy is less likely to attract talented applicants when compared to brands like TATA Group, HP, Infosys, etc.

Building and supporting a company’s products and services is analogous to attracting the right talent and motivating them to perform at their peak levels.

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