Blog

You Don’t Need an Online Employer Brand… Right?

12/18/2014

How important is your brand to your business? When it comes to candidates looking for a career with your company, you get one chance to make a first impression with your brand.

We like to emphasize our complete client branding integration as part of our video interviewing solution. Unfortunately, this has no meaning to organizations that give little-to-no thought to branding and the vital role. A negative brand image can significantly impact an organization; the London 2012 Olympic logo, SciFi Channel’s rebrand to Syfy, and AirBnB are three great recent examples. We are often asked why branding is essential to a business? Isn’t branding expensive? What should my brand represent? What is my online brand? We hope to answer some of the commonly asked questions here.

Why is branding important? Good branding changes your business entirely. Branding associates an expectation in a product or service with a company or organization. The stronger the brand recognition, the more likely the associated product or service will be chosen over a competitor’s. Branding is about managing choice by creating expectations, and nowhere is this more important than online, the first place users and consumers go and develop their brand expectations.

How much branding costs depends on the budget. Big companies spend big – they have to keep up with the competition – but smaller organizations can employ freelance designers’ services to create a recognizable logo and color scheme. This is a great and inexpensive starting point.

Your brand, or any brand, should be instantly recognizable for its product or service. Branding is about influencing choice with expectation, so your brand will be instantly distinguishable for the superb service you provide or for the craftsmanship of the products you produce. Once you have the basics in place, you must turn your attention to the online space.

Nowhere is it more important to have a strong brand than across the web, and the brand must synchronize in look and message across every social channel. When a person visits a website for the first time, their initial impression takes less than half a second. That doesn’t give much time to get it right, but it does emphasize the importance of getting it right the first time!

Of equal importance to your online branding, choosing the correct social channels to engage your audience and ensure that your company has an active online presence will further enhance your brand. Being online means being active.

So, now you have your branding (on and offline), it’s time to choose the video interviewing partner that will perfectly complement your 100% aligned look, and that is exactly what we do. We know how important your online brand is, so our solution blends seamlessly with every aspect of the look and feel of your online presence. We act as a recruiting partner and as your brand ambassadors. Our systems and our support represent your brand completely, making the whole experience seamless and effortless for a candidate. Even though the process is online, it goes far beyond the computer or tablet screen and sets your brand alight in the mind of the interview at the given place and given time. Video interviewing becomes a natural extension of your hiring process and impresses every candidate you assess, leaving a positive lasting impression, even if you don’t offer a contract of employment.

Branding your business is one of the most important things you will do. That’s why it’s so crucial that your video interviewing partner integrates seamlessly with your technology and the look and feel of your business.


This article was created by Sonru Video Interviewing and includes contributions and research gathered from Sonru clients and candidates between 2011 to 2020.