It seems more and more employers are cottoning on to this as they are investing a lot of energy in building their online brand awareness through the likes of Facebook, Twitter and employee blogs. This on top of the usual corporate website and careers pages.

I am currently working with the global consumer goods giant Reckitt Benckiser (Vanish, Dettol, Finish, Cillit Bang etc) who are keen to raise their online awareness among early career professionals and ensure they know and understand exactly what opportunities are out there for them at the company.

These days it’s easier than ever to look under the doormat of a company you want to work for.
RB has launched an employee blog (www.myrbopportunity.com) to give prospective candidates an insight into working life at the firm. The company recognises that a career with them wouldn’t suit everyone (they demand bold, daring people who are results driven, thrive on early responsibility and relish thinking on their feet) but by going down this awareness-raising route they can be sure that the people who do want that sort of career can gain a clear insight into exactly what is out there for them.

It shouldn’t all be about the brand, but whether or not what is behind the brand actually suits you and the way you want your career to pan out.
@ Ted: “I think students with high GPAs feel like they sell themselves short if they don’t work for a brand that sounds cool and people know at cocktail parties” - nicely put!

When I was in school, it seemed like the brightest students went to work with a big brand, because they could - not because it was the best fit. I think students with high GPAs feel like they sell themselves short if they don’t work for a brand that sounds cool and people know at cocktail parties.

Regardless, the employer brand matters - big time.