Employer Branding is a must for organisations to promote themselves among the candidates. This is the best way to attract maximum talent.
Employer brand is commonly used to describe an organization’s reputation as an employer, in contrast to its more general corporate brand reputation. Employer branding was first introduced by Simon Barrow in year 1990. Employer branding is the process of promoting an organization, as employer of choice to a preferred target group, one which a company wants to recruit and retain. If employer branding is the process then the employer brand is the identity of a company. Employer branding is about effectively communicating your company’s values, culture and personality to create the desired perceptions. Employer branding covers every point the organization has with the employee, starting from the recruitment. In simple terms employer branding is influencing the people to join the company and making sure existing employees to retain.
Employer branding can be done in the following steps.
Research & Advisory Services:
The organization needs to understand what it is offering to current and prospective employees. Top Management should believe and actively support the employer value proposition. If the company is unaware or unsure of the value it is offering Top Talent, the Employer Brand cannot be effectively promoted.
Activation & Talent Sourcing:
The activation phase requires proper communication, talent sourcing and marketing plan to ensure the company is getting the right kind of talent onboard. While the talent sourcing’s role is to make sure company-candidate compatibility, marketing and communications aim is for top talent in establishing the company as the employer of choice.
KPI Tracking & Development:
For effective employer brand promotion, constant testing and measuring is required. It is very important for a company to set Key Performance Indicators (KPIs) and should keep track of performance in order to make continuous improvements.
Employer branding can be used as a long-term talent acquisition, management and retention of employers. It is a viral-based awareness program that is intended to raise the organization’s image in the marketplace as a well-managed business, which attracts top quality applicants over a period of time. Employer branding creates meaningful and durable reasons for employees to remain loyal to their company. Properly planned and implemented employer branding strategy can deliver high impact and long-term results. Some of the advantages of the employer branding are
- Competitive advantage
- Significantly improved talent pipeline
- Employee engagement levels increased
- Workforce diversity
- Corporate culture
- Stronger PR tool kit
Researchers have found that having international brand alone is not enough to get the right talent. Unattractive or confusing employer brands are preventing companies from making the most of their recognizable name. Today’s employers are facing great challenge for finding the right talent as the economy is changing from survival to growth mode. Employers have to attract people with talents which the company never designed to attract. A strong employer brand, in most of the cases, is the deciding factor in the success of an organization.