Apple, Coca-Cola, BMo, Allstate. As consumers we are aware of these brands, and the products or services they represent. We recognize their logos and distinct visual identities –on product packaging, at retail locations and in advertisements. When we are exposed to these brands, we have an immediate emotional reaction — which may be positive, negative or neutral. Deserved or not, our perception of these brands drives whether we as consumers will purchase their products or services.
Like it or not, every company has a brand. In the traditional marketing sense, a brand is what differentiates one good, product or service from another. A name, design and reputation all shape a brand’s image and the public’s understanding of the value proposition. Similarly, employer brand is the look, feel, and reputation of an employer and is what current and prospective employees use to evaluate whether or not your company is an attractive place to work. Often, employer brand goes hand-in-hand with consumer brand - but not always.
Atlantic Canadians love talking about government. Certainly, the past year provided lots of fodder for debate. From the continued courage of Newfoundland and Labrador’s Premier,to the challenges of Nova Scotia’s first NDP government,to New Brunswick’s dramatic shift in direction on utility ownership and fiscal management, there has been much to discuss.
Every day I am in the privileged position of being able to hear first-hand perceptions about employment in the public sector. And it is always fascinating!
As an executive recruiter for the public sector, I have the privilege of working with many great leaders and interviewing many talented candidates. It’s very satisfying when a recruitment process results in a great match of a dynamic organization with a motivated and enthusiastic new leader.
For several years, we’ve been hearing about a looming war for talent. Baby boomers are starting to retire and fewer young workers are available to replace them, which means demand will soon outstrip supply in the labour market. Already we’re seeing the impacts of that significant demographic shift in certain industries, disciplines and geographies.