Workers look for employers with a strong brand, especially as the talent war continues to grow and employee confidence steadily improves, according to new research by Randstad US.
The employer brand, the research found, should not only include a positive public perception but also a carefully designed employee value proposition.
"An employer brand is a billboard for the organization, and the importance of this public sentiment goes beyond recruitment efforts," said Jim Link, managing director of human resources for Randstad US.
"Clearly, company reputation impacts attractiveness among potential candidates. It is also clear a strong employer brand will further drive bottom-line results by creating a stable work force, increasing productivity and engaging key stakeholders. This affects all aspects of the organization, and when managed effectively, can elevate leadership and visibility within the company's industry."