In today’s competitive job market, the art of branding—both personal and employer—has become a critical tool for recruiters. Stephanie Holman, a technical recruiter for Metro Star, and Kim Murphy, a senior recruiter at Blue Halo, recently shared their insights on this topic during a panel discussion at ClearanceJobs Connect. Their combined experience highlights how branding shapes the recruitment landscape, especially in defense and national security roles.
Holman emphasized the importance of employer branding as a means to attract highly sought-after cleared candidates. She noted that employer branding encompasses values, work environment, and reputation, which are pivotal in making a company stand out. She stated, “Attention is the number one asset. Cleared individuals have many options, so a strong, authentic brand is crucial.”
Murphy elaborated on recruiter branding as a personal extension of the employer’s values. “Your recruiter brand is you,” she said, encouraging recruiters to lean into their authenticity. Personalizing interactions and showcasing individual values can forge trust and build stronger connections with candidates.
Both recruiters agreed on the necessity of aligning personal and employer branding to create synergy. Holman described this as a “force multiplier,” amplifying recruitment efforts when recruiters and their companies project consistent and authentic messages. For example, Metro Star’s emphasis on human-centered design and showcasing real employees creates a relatable, compelling image for potential candidates.
The discussion also highlighted emerging trends, such as leveraging social media to connect with tech-savvy candidates and tailoring messaging to resonate with younger generations. Both recruiters stressed the need for authenticity and adaptability, noting that even small actions, like responding to feedback, can significantly impact branding efforts.
Ultimately, combining employer and recruiter branding fosters trust and transparency, offering candidates a clear and appealing vision of what to expect when joining a company.
