The economy is slow, gas prices are through the roof, and it is causing problems everywhere, so what can you do? Branding your business as the best in town during a recession has its challenges. Employees are looking for jobs closer to home or something better to offset the recent pillage of their pocketbooks.

So how can you really set your brand apart during these tough economic times? The answer is simple, don’t panic! The goal of any company right now is to reduce operating costs, all while trying to maintain or increase profit, but what if that’s not enough? What if the goal you have in mind right now is really going to hurt you in the long run? Would you be willing to take a risk? Increase while everyone else is decreasing? That is precisely what I am telling you to do.

I am not telling you to waste money but growth during a recession in order to promote your brand is important, and talent is the key to growth. “It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good times” says John Quelch, a professor at Harvard Business School. This is true with respect to recruiting.

Branding your company as the best place to work during a recession is critical to the process, trust me top talent is looking, especially now. When you start to grab these players during a recession it will positively impact productivity, so whether you are a search consultant advising clients, or an HR executive, you need to think about this scenario as a way to impact your business over the long term, in a positive way. Employees these days are looking for ways to cut costs, so help them do it before they look somewhere else.

Branding your business as the place to work during a recession can be accomplished if you start with a simple plan first and let it evolve.

• Maintain or increase advertising for key employees. (Profit Builders)

• Implement 4 day work weeks or ROWE to reduce operational costs without hindering performance or productivity.

• Provide greater choices with benefits to reduce costs (example), preventive health programs reduces insurance costs, and medical bills.

• Consider telecommuting for certain employees to reduce commuting expenses.

• Promote innovative employer value propositions not standard benefits

• Make a recruitment video and link it to your website, postings, and ads.

• Market these benefits rigorously

Small and medium size businesses will benefit the most, but if you can provide an image that highlights stability, security, growth, and innovation during economic uncertainty than you will see a shift in the attitude toward your company. Maybe you were already thinking about this but as the great Morpheus says in “The Matrix” there is a difference between knowing the path and walking the path. Have a nice stroll!

Mike Nale is the founder and managing partner of The Brand Management Group LLC which produces the TV show “Help Wanted Hawaii”, and provides strategic employment branding, and various talent management workshops such as “Branding Hire”. Mike has a background in recruiting and talent management spanning 11 years. A forward thinker with progressive vision, Mike is a speaker at various engagements and writes articles on various websites such as ZoomInfo and ERE.net. In his spare time Mike volunteers with Junior Achievement teaching “Careers with a purpose”, and blogs regularly. He can be reached at mailto:mikenale@gmail.com

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