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8 | WHITE PAPER www.randstadsourceright.com "Our recruiting department is in charge of employer branding, but that doesn't apply to the contingent worker supply chain." How can our vendor carry our brand to help make our company the most attractive to the workers we seek? Companies recognize the connection between a strong employer brand and the ability to attract the talent. While much attention has been paid to the employer brand as it relates to traditional employees, relatively little has been devoted to the flexible workforce. understanding the employer brand One of the most common misperceptions about the employer brand is that marketing and messaging create the brand, or that a company owns its brand. In fact, the employer brand is also shaped by the people who have opinions about the company. This includes staffing vendors who are tasked with finding the best-fit resources for an organization. A comprehensive employer brand strategy, including messaging and outreach, can: • improve the ability to attract contingent and contractor labour • engage and energize the supplier community • help vendors understand the message that should be communicated to available talent • express company differentiators in a way that is authentic and attractive • help to secure the right talent quickly and effectively the value of a strong contingent talent brand The importance of a strong employer brand is emphasized when engaging contractors and contingent talent. That's because attracting staff is costly and, in many cases, companies utilize contingent labour and contractors on a recurring basis, whether by project, season or other factors. As a result, the company will attract and re-engage a contractor multiple times over the course of a relationship defined by distinct projects. A strong brand can make a company much more attractive, particularly when it comes to increasingly scarce contractor talent in critical skill areas, such as IT. If the organization is more attractive to the contractor, the time and cost of recruiting and engagement are reduced. It's also important to remember that contingent workers and contractors often work alongside traditional employees. A positive or negative perception held by a flexible workforce can influence a company's employee culture and impact engagement and productivity. A strong employer brand in the contingent and contractor environment is a business imperative. an MSP partnership supports a well-informed branding strategy During the engagement process, the candidate experience is the responsibility of different stakeholders, including the client organization, the supplier and the MSP. An MSP with the right expertise can help establish and maintain a brand strategy that will encompass the flexible workforce, potential workers and the vendor community. 6

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