If your organization’s employment brand was a celebrity, who would it be?

Tiger Woods: You seemed to be a conservative, responsible family man. You turned out to be…well, something very different. Is your employment brand reality challenged? Does the social media buzz from former employees contradict your self image?
Your Publicist’s Advice: Rehab, of course. Take steps to address the problems that are causing the disconnect. With today’s media channels, you simply can’t hide behind a false front. Once you’ve fixed your internal issues, you can embark on a brand refresh that is more realistic and in line with your actual EVP.

Charlie Sheen: You like the ladies. You party. The cops are often called to your house. But you’ve freely admitted all of your questionable qualities, so your brand is in sync with reality. Candidates are amused, but will they trust you with their careers?
Your Publicist’s Advice: You’re certainly being honest by giving candidates a “warts and all” view of your persona. Just know that you’ve limited your appeal to the applicant pool, which may be fine with you. If not, it’s time for more rehab and a retooled brand, once you’ve made a sincere image change.

Johnny Depp: You’re a bit of a chameleon. One day, you’re a pirate. The next, you’re a gangster or a guy with scissorhands. Every time a candidate sees your brand, it’s something different. They may like what they see, but they’re not entirely sure who you are going to be the next time you meet.
Your Publicist’s Advice: Try not to change the message so much. While it’s great to market yourself differently to different audiences, you still need to maintain an overall brand consistency that crosses all categories.

Keanu Reeves: Mysterious…private…inscrutable. You’re probably fascinating, but the signals you send are confusing. As an employer, that can lead to candidates both overlooking and underrating you (just like poor Keanu, who is always accused of being a bad actor).
Your Publicist’s Advice: First, take some time to discover what you’re all about, so that you will be prepared with the right message when the spotlight does shine on you. Then, make regular public appearances with a consistent media strategy.

Richard Gere: You’re very under the radar. We like you when we see you, but how often is that? If your employment brand is not top of mind, you might find yourself on the bottom of the list, or at least rarely considered as first choice for the role you want to play – that of “career company.”
Your Publicist’s Advice: Develop a distinct employment brand and make sure it is consistently visible across all media. And don’t be afraid to toot your own horn, without being arrogant.

Tom Hanks: Congratulations! Your brand is well established, beloved by employees and candidates alike – and yet still interesting and vital. Candidates know who you are and what you stand for, and they want to work with you.
Your Publicist’s Advice: Keep up the good work. But, remember that you need to maintain your brand by staying in the public eye. And you should occasionally refresh it, as needed (like Tom does when he moves from comedy to drama to producing).

Isn’t it time to get your employment brand on the A-list? With the right plan of action, you’ll be ready for the Walk of Fame.