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Employer Branding

Employer Branding

 


What is Employer Branding?

Definition of employer branding: it is “the process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents.” (Bassig, 2018)
How can employer branding help your company?

Like employer branding, employee branding efforts feedback into how your company is seen by people who might apply to work for you, as well as those who are your existing and potential customers.
Organizations with strong employee branding have the ability to turn their employees into powerful brand ambassadors. Moreover, they are more likely to improve employee loyalty, build a positive brand reputation, increase employee motivation levels, and attract and secure the right talent.

Employer Branding Program

An increasing number of executives are becoming interested in how employee branding can help them achieve a competitive advantage.
·         Teach employees about your brand.
·         Conduct brand training. 
·         Drive organizational communication. 
·         Fine-tune hiring and recruitment
·         Listen to employee feedback
·         Deliver a great employee experience. 














Source : (employer-branding-framework-infographic, 2020)

How to build your employer brand

For companies thinking about their employer branding strategy, there are a few areas that it's critical to focus on:

1. Careers site
2. Application experience
3. Social media
4. Content
5. Employee advocacy
(Slater, 2019)

Employer brand in “CareerArc” Company
For companies thinking about their employer branding strategy, there are a few areas that it's critical to focus on:
A 2015 report from CareerArc  found that 52 percent of the 1,369 job seekers surveyed visit a company’s online properties first during their job search. In other words, your company is under continuous scrutiny, and your online presence is equivalent to shaking hands and exchanging introductions.

That’s why your employer brand is a vital tool for finding and retaining top talent. CareerArc also found that 75 percent of job seekers consider employer brand before applying for a job, yet only 57 percent of 218 HR professionals surveyed say their company has an employer brand strategy.
This disconnect between the value of strong employer branding and the preparedness of organizations is staggering. If the company staffs a happy, engaged group of employees, they need to focus on generating positive outreach in their employer branding strategy. Social media is an integral part of this.
Alongside employer branding sits talent mobility, an integrated talent management process that relies on a company’s ability to identify future talent needs with an emphasis on internal mobility. When organizations understand the value of offering employees career growth opportunities, they need to market it to job seekers.
Let’s take a look at how to utilize social media and talent mobility to create a great employer brand:

Social Media
Social media can make or break your employer branding strategy. While social media specialists and marketing departments can create and execute campaigns, you still must consider how your employees talk about the company. A 2014 study from RiseSmart found that one in two employees posts about their employer on social media.

Professional Development
Most job seekers don’t want to work for a company that doesn’t support their career growth or show an interest in their aspirations. When you invest in employees, they invest in you.
A 2014 Millennial Branding study found that offering meaningful work is one of the top employer characteristics job seekers are looking for. When you help employees identify their goals and provide opportunities for them to achieve those goals, they are find an additional layer of meaning in their work.

Talent Mobility
A May 2014 study by the Society for Human Resource Management (SHRM) found 40 percent of 600 employees surveyed say their organization’s commitment to professional development is “very important” to their job satisfaction.
Companies that provide talent mobility to engage their employees and provide direction for them in their career aspirations. It’s important to gauge how satisfied they are with their work and their positions. Continuous performance evaluations help keep employees on track, and proactively seeking employee feedback keeps management in check with how their process and procedures are received by the staff. Make the most of online platforms to share high satisfaction rates with job seekers. (Higashi)

Conclusion

 

Employer Branding is very important to recruit talented people to the organization. Employer branding is a vital role to attract competent & skilled people to the company.  Branding strategy may vary from company to company.

References

 

employer-branding-framework-infographic. (2020). Retrieved from https://b2b.kununu.com/blog/employer-branding-framework-infographic.

Bassig, M. (2018). employee-branding. Retrieved from www.reviewtrackers.com/blog/employee-branding/.

Higashi, A. (n.d.). VP of Sales. best-way-boost-your-employer-brand-talent-mobility.

Slater, B. (2019). https://beamery.com/blog/employer-branding.html. Retrieved from https://beamery.com/blog/employer-branding.

Comments

  1. Ruwan WeerasundaraJune 20, 2020 at 4:32 AM

    Employer brand explains an employer's standing as a place to work, and their employee value proposition. It is the process of promoting the organization towards attract, recruit and retain candidates and employees.

    Therefore, any organization needs to build a strong employer branding in order to retain in the competitive environment.

    ReplyDelete

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