Building and investing in your company brand is crucial, but a recent survey released by LinkedIn found that while most firms value brand, only some invest in, manage and measure it.

In fact, 91 percent of candidates have said a potential employer’s brand plays a big part in whether or not they apply to a job, according to a recent article on The Hiring Site.

To add more customers and continue growing your business, you must have a solid company brand. A great company brand starts with improving your approval rating, having a credible website, being present on social media, and creating an outlet for positive customer feedback.

Here are four tips for improving your staffing firm’s brand:

  1. Measure your brand. Before determining how to improve your brand, learn how your company is currently perceived. Metric gathering tools like a Net Promoter Score (NPS) can help you to determine how your clients and placements view your brand. A Net Promoter Score breaks your customers into three categories, and provides an approval rating by comparing your company’s number of promoters vs. detractors.
  2. Establish website credibility. Tools like Google Analytics can help you determine how your current website is being utilized by visitors. Evaluate whether your website’s current structure is leading people to the right places on your site. Freshen up your content often, and encourage your website’s visitors to act by guiding them to where your contact information is listed.
  3. Step up your social media presence. Getting involved in social media is a great opportunity to provide quick, controlled messages to those actively following your brand. Stay active on Facebook, Twitter, LinkedIn and other social pages. Nowadays, more job seekers are looking for their next careers in the social space, and more people are hopping onto social media to learn about a company’s culture and values.
  4. Finally, let your customer speak for you. Make sure your website effectively communicates how your clients feel about your company. Case studies are a great way to create some momentum behind your brand. Create an outlet for gathering great customer feedback, and then establish a process for using that feedback to emphasize your firm’s messaging.

According to the Staffing Industry Analysts (SIA), U.S. temporary staffing industry growth is projected to be at five percent by the end of 2014 and is expected to grow by another six percent in 2015. As the industry becomes more competitive, it is important that your staffing firm has a brand you can proudly stand behind.

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