Dive Brief:

• A new survey released by SmashFly indicates that only around a third of all Fortune 500 firms are earning As or Bs when it comes to recruitment marketing, reports SHRM. 
• The survey was compiled by analyzing how companies find, attract, engage and nurture candidates to convince them to apply for open jobs. Using 36 criteria organized into eight main categories, SmashFly was able to determine the best companies. 
• Top companies included CDW, Macy's, Hilton Worldwide, General Mills and Lockheed Martin. 

Dive Insight:

Branding in an authentic way creates an image with candidates that influences their decision to apply for job. As the competition for talent increases, differentiating a company by communicating its culture is a key way to attract workers.

To that end, HR is making the most of social media to strengthen its total brand strategy. But it still has a way to go. The use of mobile apps for attracting candidates, can put an employer ahead of the race. The key for many companies is to stay visible and continue to improve their brand messaging in multiple mediums.