Published on Jul 7, 2022
When most people think of brand management, they think of it from the consumer side of things. And they wouldn’t be wrong.
The definition of brand management, according to Investopedia, is “a function of marketing that uses techniques to increase the perceived value of a product line or brand over time.” Further, “effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand.”
But as we’ll discuss in this post, there’s a heavy overlap between brand management and sales recruiting. When done correctly, brand management can be instrumental in generating high-quality sales candidates that can be tremendous assets to your team. Here’s why.
A few years ago, extensive research was done to identify the correlation between brand management and the likelihood of qualified sales candidates applying to jobs. Their findings were interesting, but perhaps the most compelling stat is that nearly 7 out of 10 “job seekers are likely to apply if the employer actively manages its brand.” Specific examples include responding to reviews, updating profiles, and sharing information on company culture and work environment.
And this makes sense. Being heavily involved with brand management tends to create a positive impression on sales candidates and shows them a company is invested and truly cares. On the other hand, never responding to reviews, for example, would give the opposite impression that a company is simply “setting it and forgetting it.” After all, if they’re not willing to actively participate in a digital conversation, potential candidates will have to wonder how much they’re invested in their employees.
Going deeper, a separate study found that “companies with positive brands get 2x as many applications as companies with negative brands, and they spend less on employees.” So in theory, if you had two sales companies competing with one another where one had a positive reputation because of solid brand management and the other had a negative reputation because of poor brand management, the former would get double the applicants and spend less on recruiting.
It’s not rocket science. Today’s salespeople are smart and savvy, and they can easily tell which companies take brand management seriously and which ones don’t. And the companies that win in this area have a massive advantage over the competition.
To paint an even more detailed picture, consider these other stats.
By these numbers, it’s clear that focusing on brand management helps improve the overall perception of sales candidates and can significantly reduce your cost-per-hire. Beyond that, it can potentially help you be more competitive even if you can’t afford to offer the big bucks to salespeople like companies with much deeper pockets.
To get a better idea of what great brand management looks like, let’s check out a real-life example. Asana, one of the world’s leading work management platforms, has developed an excellent reputation since its launch in 2008. They’re known for providing a simple, intuitive, well-rounded platform that makes it easy for teams across a myriad of industries to manage projects and stay on track.
Asana, for instance currently has a 4.7 out of 5-star rating on Apple and a ton of great reviews.
Besides that, Asana has also developed a reputation as being a great company to work for, with 96% of employees enjoying their experience. For comparison, that’s 39% higher than your typical company.
Here are some specific reasons why employees love working for Asana.
And if you check out the application page for a commercial account executive, you’ll see that Asana succinctly explains why candidates should be interested in working at their company.
And if that wasn’t enough, they have an in-depth careers page on their website that discusses Asana’s culture, values, benefits, growth opportunities, and much more. You can check it out for yourself here.
Therefore, it should come as no surprise that Asana has consistently been a leader in the work management industry and has a knack for acquiring some of the best and brightest talent. Salespeople are naturally attracted to them for many reasons, with their strong dedication to brand management being a big one. So if you’re looking for a great template to base your strategy off of, Asana is one of the best.
Having a great reputation is obviously important for winning over customers and establishing loyalty. In today’s hyper-competitive climate, brand management is almost always a precursor to any type of long-term success.
But it’s also extremely important from a sales recruiting standpoint. I think most companies understand this on some level, but many don’t realize just how big of an impact it has. To recap, nearly 70% of sales candidates will apply to companies that emphasize brand management, and it usually results in double the number of applications.
So if brand management is something you haven’t fully invested in thus far, now is a great time to do so.
And if you’re looking to fill your talent pipeline with qualified applicants faster, check out HireDNA. It uses intelligent matching and science-based assessments to source top talent in your industry to cut hiring time in half and lower turnover by 33%.
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