How does branding affect our job satisfaction?

If you’re working for a company that is a leader in its industry or one that elicits a positive image for your field of work (i.e. Microsoft for IT workers), you are probably highly regarded by your friends and family. On the other hand, if you are working for McDonald’s, others may think that you couldn’t find a job, didn’t go to college, or are simply a loser.

The people that companies hire and their methods of recruiting them directly affect the company’s ratings as an employer and of their employees. Among my friends who are job searching, we often discuss the matter. The first questions that are always asked include “where did you apply?” and “where did you get an interview?” It is provocatively evident how the person asking the question (and others listening) feel about the company and value of the job. Excitement and feedback in their voice indicates that they too would work there and that this would be a “prestigious” place to get a job. However, if there are groans and grumbles or negativity when the company’s name is revealed, it is often a sign that the applicant could do better.

Businesses that hire employees with more advanced education and those that are ranked very high in their specialty industry are the ones that will be sought out by the more qualified applicants. These jobs become tougher and tougher to get because more people are applying and no one wants to leave once they are hired. In turn, they are the most sought out. Companies that hired without regards to necessary qualifications pay less, have high turnover, and are avoided by the best prospective employees. It becomes a vicious cycle that can eventually cripple the productivity and worth of the company. And this is how recruiting becomes a function of marketing.