Article 4 Mar 2020

Eight branding keys for the talent search

The Japanese philosopher Kaoru Ishikawa once said that “no company may be better or worse than the people within it.” And he was right. Human capital is vital today for all companies, which means a major challenge in recruiting qualified, talented people who are committed to their company.

Almost 60% of companies that suffer voluntary rotation have trouble recruiting, rising to 95% in the case of tech companies. This is mostly due to the scarcity of qualified staff and high demand for certain profiles. This, and the talent war that HR professionals face every day, is nothing new.

So at LLYC we’ve been wondering: what aspects influence a candidate’s decision to choose one company or another? Regardless of the stage in the candidate’s career or the situation a given business sector is going through, at LLYC we believe that brand perception, a potential employee’s knowledge of the company, is vital to their decision process. This perception is constructed from eight attributes that influence “53% of candidates would think twice about participating in a selection process launched by a company they have read bad reviews about.”

These are, we believe, the 8 secrets to employer branding.

David González Natal
Partner and Senior Director of Engagement at LLYC
David González Natal has made constant progress since his career began at LLYC in 2014, holding positions of responsibility in which he has demonstrated his talent in his management of work groups and customers. He is presently senior director and global leader of the department, where he coordinates eight markets: Spain, Portugal, Colombia, Argentina, Mexico, Peru, Brazil and Panama. He has overseen flagship projects of Coca-Cola, Campofrío, Telefónica, BBVA, Multiópticas and Gonvarri that were chosen for over 70 domestic and international awards for communication, creativity and marketing. He holds a degree in journalism from the Complutense University of Madrid and he completed the Global CCO program of ESADE. He has professional experience in the media, working at El Mundo and Cadena Ser. He is part of the Press department of Círculo de Bellas Artes of Madrid, and he is chief coordinator for the agency Actúa Comunicación. He also teaches storytelling and brand strategy at several universities and business schools, including Esade, IE and Carlos III.
María Obispo
Director of the Talent Engagement area at LLYC
Maria is an expert in the areas of employer branding, employee advocacy and digitalization. She has more than 14 years of experience in the world of communications from her time with media, insurance companies and listed companies. She holds a degree in Journalism from the University of Navarra and a PDD from IESE Business School. Now, she serves as a guest teacher for various masters and postgraduate courses. During her career, she has advised some of the main brands and companies in Spain, including Repsol, Mercadona, Caixabank and Campofrío.
Bárbara Ruiz
Branding Director at LLYC
Specialized in the field of branding. She previously worked in different areas of different companies (finance, marketing and foreign trade) which allows her to adopt a holistic vision of brands understanding it as a promise of value that the whole company has to make real through the brand experience. She has taken part in strategic projects working in consulting firms for brands such as CaixaBank, LaLiga, Hitachi Cooling & Heating, Orange, Riu Hotels & Resorts, Foster's Hollywood, Licor 43, Pernod Ricard, Ron Barceló, among others. She has a Master's degree in Brand Management from MSMK, has studied at renowned universities such as Fordham University (New York, USA), Marquette University (Milwaukee), Johannes Kepler University (Linz, Austria) and Boston University (Boston, USA) as well as at ETEA (Córdoba, Spain) where she graduated in Business Administration.

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