Some Brands Need To Brand Themselves As Great Employers

You’d think that in this economy, employers wouldn’t have to make a huge effort to attract candidates.

Not so, according to an article in The Wall Street Journal:

Candidates such as chemists and businesspeople sometimes assumed that PepsiCo only had roles for individuals with experience in the food-and-beverage industry, said Paul Marchand, vice president of global talent acquisition. The new campaign aims to capture candidates from other areas, such as consulting or entertainment, Mr. Marchand said. “We want people coming right out of college to consider us just as they’d consider McKinsey or GE,” he said.

PepsiCo produced a series of short videos profiling employees. The videos can be seen on PepsiCo’s careers website and on its iPad app, which launched in February and has been downloaded more than 3,000 times, according to Mr. Marchand. PepsiCo’s brand logos are noticeably absent from the app, which lets jobseekers learn about work at the company and find openings. The company also revised its LinkedIn, Facebook and Twitter accounts to reflect the new campaign.

Do employer branding campaigns work on you? Does their presented image match the reality? Does your company or agency have an active branding program to attract talent?



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.