Why does someone buy a can of Coca-Cola instead of another soft drink? What compels a consumer to purchase Colgate instead of another brand of toothpaste?

Simply put, buying behaviour is influenced by the consumer’s perception of the brand.

Likewise, why would a job seeker choose to apply for a position with Singapore Airlines instead of another airline?

It’s all about employer branding.

In other words, how is your company perceived by the industry it operates in? And how does this impact the quality of talent you attract?

Taking the time and effort to cultivate the right employer branding is important as it can be used as a long-term strategy to help attract and retain the right talent who will drive your company’s growth.

You want your organisation to be seen as an attractive place to work. You want your company to be topmost on the list of top graduates applying for their first job.

And you want your employees to be proud to announce to their peers that they work at your company, because its name carries a certain amount of cachet in the marketplace.

Here are seven tips:

Be at the top of your game

Develop a niche and ensure that the product or service you turn out is always top-notch.

For example, Singapore Airlines, which is renowned for its excellent service, holds an enviable stronghold on the premium air travel segment because it is always forward-looking and consistently offering consumers a great experience.

Be a market leader

Companies that dominate the market, such as Apple, naturally attract top- quality talent because a culture of innovation excites people and inspires success.

Who doesn’t want to be associated with a brand name that is synonymous with excitement, success and cutting-edge technology?

Take care of your employees

Your employees are your most prized assets. Show genuine concern for their well-being and treat them well by offering them an inspiring working environment and benefits good enough to brag about.

Convert employees into ambassadors

This follows on from the previous point, as happy employees will not only be productively engaged, they will also be your best ambassadors who will pro-actively evangelise about their positive experiences with your company.

Give back to society

Companies around the world have increasingly developed a stronger social conscience in recent years, with organisations implementing more corporate social responsibility activities and initiatives.

One of the trends we have noticed is that more and more people wish to work in an organisation with a heart — one that cares about the community and seeks ways to give back to the society it operates in rather than just focusing on its profits.

Share best practices 

Set the benchmark that others aspire to reach — and then take advantage of every opportunity to share your best practices with clients, business associates and all who come into contact with your organisation.

As word spreads, it will raise your company’s profile, and potential candidates will come to view your company as a great place to work at.

Say yes to the press

Advertising may be one way to boost your presence in the marketplace but getting talked about in the mass media is a sure-fire way to enhance your company’s credibility.

Just as how a good review can do wonders for a movie, having articles about your organisation published will also enable your best practices to be highlighted.

And which job seeker wouldn’t want to work in a company that is in the media spotlight for all the right reasons?

These seven tips may involve concerted efforts that go beyond the jurisdiction of the human resources department.

However, it is a worthy investment because a strong employer brand has the power to attract high-calibre employees who will ultimately be responsible for driving your organisation’s future success.