Candidate preferences have shifted significantly in the last decade. Gone are the days of the cradle-to-grave job, when employers held all the power over the talent pool.

Thanks to the digital age bringing about a new level of transparency, we’ve seen a rebalancing of power between employers and candidates. With information accessible at the touch of a button, candidates have never been in a better position to judge a company’s reputation and culture.

They are doing their due diligence on a brand before they’ve arrived for an interview, and this has resulted in the growing trend of the brand-driven candidate.

Brand-driven candidates are people who learn about a company’s employee value proposition and seek information on company culture, core values and core social responsibility initiatives. Our research found half of Australian jobseekers believe an employer’s brand and reputation is more important now than it was five years ago.

Not surprisingly, millennials are the most likely group to be brand-motivated. Brand-driven candidates want to work for an authentic and trustworthy company that has its values based in mutual respect between employer and employee. Eight in 10 Australians feel trust is the most important aspect of company brand.

Full article can be found here.