Employer Branding Strategy
Introduction
"Having a strong employer brand can set an organization apart from the competition, help to attract the top talent, reduce hiring costs, and improve overall retention. A strong employer brand is a huge asset to any company and can generate real results." (Morgan McKinley Recruitment, 2023)
What is an Employer Branding Strategy?
A company's employer branding strategy outlines how it intends to influence how its workers and the public view its brand. A good branding strategy allows an organization to influence the discussion about its operations and help in the acquisition and retention of top talent people.
Why an employer branding strategy is important?
Employer brand influences almost every aspect of an organization, from recruitment and retention to performance and profitability. Organizations with a strong employer brand often have more employee engagement, lower turnover, and better recruiting results. (Reiners, 2024)
How to develop an employer brand?
To develop a strong, relevant, and
honest employer brand, it’s necessary to start by becoming more aware of an
organization’s current reputation on the market. It included running an
internal survey, selecting a few representatives from each team and inviting
them for informal interviews as well as paying attention to exit interviews to
gather valuable feedback.
All these actions will allow the organization to gather the information which will be needed to build an employer brand.
Here are some steps which will help to develop an employer brand.
1. Audit Your Brand
Whether you have an employer brand or have never thought about it, conduct a brand audit to get a better idea of where you stand.
2. Have Policies in Line with Values
As you begin building your employer brand, reflect upon your core corporate values and establish work policies that align with those ideals.
3. Ask for and Encourage Employee Feedback
Establish feedback methods that are easily accessible to all personnel and encourage employees to use them publicly or anonymously. If they feel like they have a voice within the organization, they’re far less likely to become frustrated and look for other outlets to vent.
4. Act on Employee Feedback
Let employees know that you’ve heard their concerns and outline how the company will address them. Then, put that plan into action and continue gathering feedback to see if things are improving or if you need to adjust course again.
5. Know Your Employer Value Proposition (EVP)
The combination of your company mission, values, culture, and employee feedback helps create your employer value proposition (EVP). Your EVP encapsulates everything your company offers employees, and it can be a powerful branding tool.
6. Create a Positive Hiring Process
Your application and recruitment process should be professional and rewarding, even for candidates you’re not hiring. A negative applicant experience can permanently color how a job candidate feels about your company and how they communicate about their experience on social media. The best way to ensure your application process is worthwhile for all job candidates is to establish hiring procedures that are fair, consistent, and transparent.
7. Have a Meaningful Onboarding Experience
Make sure you establish opportunities for employees to learn about the roles of their colleagues in other locations and departments to improve team-building and to establish a common purpose.
8. Use Social Media for Brand Promotion
Your company should have a presence on social media. Use your presence on these platforms to promote your brand by highlighting the good work you’re doing in your field and your community, as well as stories about your customers.
9. Employee Ambassadors
Ask employees to post on their social media accounts about the company (without making it sound like an ultimatum). If you have company hashtags, ask them to include those too. Whether it’s about a corporate charity event or a surprise recognition at work, positive social media posts from current staff go a long way toward enhancing your employer brand.
10. Update Your Policies
Work-life balance has become increasingly important for today’s job seekers. Consider creating flexible work policies that include flexible schedules, hybrid work schedules, and remote roles.
Offer internal training, as well as access to outside professional development opportunities, and consider offering at least partial tuition reimbursement. This will help you attract and retain employees who are looking for career growth. Implementing more frequent review processes will also help to attract and motivate top performers.
Why does your organization need an employer branding strategy?
There are several ways that a successful employer branding strategy may help to benefit organizations. Below are some of the reasons why every organization requires an employer branding strategy. (Jay, 2023)
- Reducing turnover rates and improving retention
The stronger the employer branding strategy, the more likely your current employees will want to stay with the organization, making it simpler to attract and retain top talent.
- Increasing the number of qualified applicants
A compelling employer brand may help to improve the talent acquisition efforts without incurring additional costs. Once organization identified its distinctive essence and the ideal candidate to recruit, they can take steps to ensure that organizational values, policies, culture, work environment, salary, and benefits match this, and increase the number of suitable applications for all vacant jobs.
- Saving money & time
A strong employer branding strategy can also help organizations save money throughout the hiring process, as well as the time to fill the vacancies which organization available.
- Faster business growth
Assets of the organization are its employees. When there is a strong employer brand & good reputation, it is helping to hire top talent, and leading to faster business growth.
- Attracting more diverse talent
When a business has a defined employer branding strategy, they can show their values, vision, and corporate and social responsibility through their website, social media platforms, and marketing efforts. This allows businesses to recruit more varied talent and create a more diversified workforce.
- More loyal customers
When a candidate has a bad experience during the recruitment and selection process, there’s a big chance that customers may stop purchasing from that organization’s products and services.
Summary
“Employer branding undoubtedly is a significant precept of modern management, one that offers a fine blending of the science of marketing with the art of enlightened human relations management. It is also one of the strongest bulwarks ever against the scourge of unbridled employee attrition.” (Kapoor & Vikram, 2010)
In addition, employer branding is vital in today's competitive employment market, as it immediately influences an organization's ability to attract, engage, and retain top talent. A great employer brand boosts recruiting efforts and improves employee happiness, productivity, and overall corporate reputation.
Organizations that spend in developing a strong employer brand may separate themselves from competitors and ultimately drive long-term success. To summarize, employer branding is more than simply a marketing technique; it is also a strategic requirement for organizations that wish to thrive in today's employment environment.
Reference List
- Jay, S. (2023), How to develop an employer branding strategy AIHR. Available at: https://www.aihr.com/blog/employer-branding-strategy/#:~:text=An%20employer%20branding%20strategy%20helps,you%20rather%20than%20a%20competitor [Online], Accessed on 20th March 2024
- Kapoor & Vikram (2010), Employer Branding: A Study of Its Relevance in India. 7(1/2) , p51 [Online], Available at https://openurl.ebsco.com, Accessed on 20th March 2024.
- Morgan McKinley Recruitment (no date), creating-your-employer-branding-strategy, [Online] Available at: https://www.morganmckinley.com/hk/employers/talent-solutions/insight/7-steps-creating-your-employer-branding-strategy, Accessed on 20th March 2024.
- Reiners, B. (2024) How to create an employer branding strategy, Built In. [Online], Available at: https://builtin.com/employer-branding/employer-branding-strategy, Accessed on 20th March 2024.
Absolutely right ! Building a strong employee brand is an ongoing process, but it's one that can pay off in big ways. By investing in your employees, you're investing in the future of your company.
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DeleteYes. correctly said. thank you for your comment. When employees feel valued, supported, and invested in, they become powerful ambassadors for the company.
DeleteCorrectly said. Creating a strong employer brand will help to attract talented people and employer will be able to retain their employees with in the organization.
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DeleteThank you for your comment. Yes, when employees resonate with the values, culture, and opportunities offered by their employer, they are more likely to remain engaged, committed, and loyal over the long term.
DeleteYes Agreed. Firstly, a strong employer branding strategy helps organizations stand out in a crowded marketplace. With the rise of social media and employer review platforms, candidates have unprecedented access to information about companies and their cultures.
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DeleteThank you for your valuable comment. As social media and online review platforms become increasingly influential, candidates now have unparalleled access to insights about companies and their organizational cultures. In this highly transparent environment, organizations must proactively shape their employer brand to stand out amidst fierce competition for talent.
DeleteAgreed. 'Employer Branding Strategy' delves into the crucial aspect of shaping organizational identity to attract and retain top talent. In today's competitive job market, employer branding has emerged as a powerful tool for organizations to distinguish themselves as employers of choice. This blog effectively highlights the importance of crafting an authentic and compelling employer brand that resonates with both current and prospective employees. It's inspiring to see a focus on aligning brand messaging with company values, culture, and employee experiences.
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DeleteCorrectly said. thank you for your valuable thoughts. As organizations vie for top talent, a strong employer brand serves as a powerful differentiator, helping them to stand out and attract qualified candidates.
DeleteOf course! The claim emphasizes how important employer branding is in the competitive labor market of today. In addition to aiding in the recruitment of top talent, a strong employer brand creates a great work environment that raises employee satisfaction and productivity. Essentially, the goal is to craft an engaging story that appeals to both present and future workers, distinguishing the company from rivals and enhancing its overall performance.
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DeleteThank you for your valuable thoughts. Yes, a strong employer brand can contribute to a sense of belonging and camaraderie among employees, leading to higher levels of collaboration, teamwork, and overall job satisfaction.
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ReplyDeleteThis is a very good topic you've chosen, Arundathi. However there's one point which isn't too clear, "More loyal customers - When a candidate has a bad experience during the recruitment and selection process, there’s a big chance that customers may stop purchasing from that organization’s products and services." Did you mean to say that dissatisfied employees who serve clients may deliver a bad service, which may result in customers in further buying products and services due to their bad experience? Also perhaps it is better to mention, 'conclusion' rather than 'summary'? Hope you can elaborate.
Hi Anjalika, thank you for your valuable comment. “When a candidate has a bad experience during the recruitment and selection process, there’s a big chance that customers may stop purchasing from that organization’s products and services” what I meant was, when there is a bad experience during an interview, there’s a possibility that individual might bad mouth the organization. Especially in times like this where people are heavily involved with social media, those things could spread like wildfire, and they could go viral spreading to a much larger audience. I’m pretty sure you’ve seen such things on social media as well. This could affect the interviewer’s reputation and brand image they’ve established throughout the years. I hope this clarifies your doubt.
DeleteAlso, I’ve used theoretical knowledge and my thoughts in this article, I prefer to call it a summary rather than a conclusion as I have not provided any data nor facts to support my thoughts and theories in this article.
Agreed. Employer branding is essential for attracting and retaining top talent, reducing turnover, saving costs, and fostering business growth. It involves creating a positive reputation, aligning values, and engaging with diverse candidates. Investing in a strong employer brand is crucial for long-term organizational success in today's competitive job market.
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DeleteCorrectly said. In today's fiercely competitive job market, where top talent is in high demand, a compelling employer brand serves as a critical differentiator. Thank you for the comment.
DeleteAgreed. Employer branding is crucial in attracting the talent and retaining it. What are the means that you suggest to develop a branding strategy to an organization that did not have a such thing? Would love to hear your thoughts.
ReplyDeleteThank you for your valuable comment. Yes will add some strategies on how to develop an employer brand.
DeleteHi, I have added some strategies on how to develop an employer brand.
DeleteThis blog article simply summarizes how the COVID-19 epidemic and innovations in technology contributed to a current trend in career behavior toward remote and hybrid environments. It talks about the difficulties HRM professionals have managing remote and hybrid teams, including how to keep everyone together and evaluate work properly.
ReplyDeleteThe strategies provided for effective HRM in these environments are practical and insightful, emphasizing the importance of embracing technology, prioritizing communication, promoting flexibility, focusing on well-being, and investing in training and development.
All things considered, the article is a useful manual for HRM specialists addressing various aspects of remote and hybrid work arrangements, highlighting the importance of flexibility and creativity in determining the type of work in the future.
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DeleteTo increase the employer brand value most of the local companies collaborate with different reviewing bodies. In some situations, we experience that the organization is not up to the level. How do you analysis such situations?
ReplyDeleteThank you for your comment. When local companies collaborate with reviewing bodies to increase their employer brand value, it's essential to ensure that the organization's actual performance aligns with the image they are portraying.
DeleteBut in practice most of the companies are only looking for money.
DeleteObviously it would be the first motive of any profit oriented organization even by increasing brand value and it would directly contribute to the increased revenue of an organization by enabling them better pricing the products or services as well. There are handful of studies that support this saying.
DeleteGreat insights!
ReplyDeleteEffective talent management is crucial for organizations aiming to achieve sustainable success in today's competitive landscape. It encompasses strategic planning, recruitment, development, and retention of top talent, ensuring that the right people are in the right roles at the right time. Talent management drives innovation, fosters a culture of continuous learning and improvement, and enhances employee engagement and job satisfaction.
Thank you for the insightful comment.
DeleteI would like to counter argue above topic with research findings by Balaji and Chakravarthy (2017) suggests that despite investing in employer branding initiatives, organizations may still struggle to attract and retain top talent. Is this the scenario happen to Sri Lanka?
ReplyDeleteThank you for your valuable comment. Yes, there may be some factors, despite investing in employer branding initiates, some organizations struggle to attract and retain top talent such as 1. Market Competition 2. Economic Conditions 3. Mismatched Expectations 4. Talent Pipeline
DeleteYes agreed with you Arundathi, Employer Branding is essential to retain the top talent, attracting them and the many aspects you have mentioned in the insightful blog. Yes, Employer Branding stands as a marketing strategy.
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DeleteThank you for the comment. Yes, employer brand involves utilizing various marketing techniques and channels, such as social media, employer review platforms, and employer branding campaigns, to reach and engage with potential candidates.
DeleteAgreed Arundathi, Your explanation of employer branding and its importance is clear and easy to understand. You've provided practical steps for developing an employer branding strategy, making it accessible for anyone looking to improve their organization's brand.
ReplyDeleteThank you for the valuable comment.
DeleteIn an organization. The stronger the employer branding strategy, the more likely your current employees will want to stay .. That is perfectly true. So in order to provide employers the value the strategy should be improved
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DeleteCorrectly said. A compelling employer brand communicates the organization's commitment to employee development, recognition, and overall well-being, creating a positive work environment where employees feel valued, supported, and motivated to stay.
DeleteApplying a comprehensive employer branding strategy, organizations can attract top talent, increase employee engagement, and build a strong reputation as an employer of choice within their industry.
ReplyDeleteCorrect, it contributes to build a positive reputation within the industry, further solidifying the organization's status as an employer of choice.
Deleteagree with you. employer branding is a significance factor. the company's reputation matters more than ever during a job seeker's search, as 86% of workers would not apply for or continue to work for a company with a bad reputation with former employees or the general public (Forsey,2023).
ReplyDeleteCorrect, investing in employer branding initiatives that promote a positive company culture, values, and reputation is essential for organizations seeking to attract and retain top talent.
DeleteAgree with you. The process of developing an employer branding strategy presents a significant challenge, particularly defining EVP, ensuring consistency across channels, maintaining the reputation, attracting talent, implementing changes, and evaluating the return on investment. However, it will be a worth full process in the long term.
ReplyDeleteIndeed, crafting and executing a comprehensive employer branding strategy requires careful planning, coordination, and ongoing effort. However, despite the challenges, the investment in developing a strong employer brand is undoubtedly worthwhile in the long term.
DeleteCertainly Arundathi. Employer brand is like a magnet it attracts top talent with very less effort.
ReplyDeleteIf you have a strong employer brand, candidates will flock to you, allowing you to spend less on recruitment marketing costs(Kelly Barcelos,2023).
Thank you for your valuable comment. Yes, candidates who are already familiar with and enthusiastic about the organization are more likely to invest time and effort in applying, interviewing, and also accepting job offers.
DeleteThis post thoroughly explains the importance and steps to develop an employer branding strategy. But while gathering employee feedback is essential, it may be challenging, particularly when it conflicts with the organization's values or goals. Furthermore, it may not always be the case, but the article makes the assumption that all employee input is important and ought to be taken into consideration.
ReplyDeleteEmployees are a critical part of the employer branding strategy and it is crucial to know how they feel and how they see their employer. This helps in identifying existing gaps and areas of improvement that allows employer to enhance their brand value ultimately. I do not see a challenge how gathering employee feedback could conflict with the organization's values or goals. Hope this clarifies your doubts Nufail.
DeleteWell-articulated! Your insights into employer branding's significance resonate deeply with today's competitive landscape. By blending marketing science with effective human relations management, organizations can not only attract but also retain top talent. A robust employer brand not only enhances recruitment efforts but also boosts employee satisfaction and overall corporate reputation. Indeed, investing in employer branding is a strategic imperative for organizations aspiring to thrive in today's dynamic employment market.
ReplyDeleteThank you for your comment. Absolutely, blending marketing science with effective human relations management can be a game-changer for organizations seeking to attract and retain top talent.
DeleteVery good article, employer branding is one of the company's corporate identity. This makes your company a great employer and stands out among job applicants.However, it can also help your recruiting team attract and improve your applicant pool. Without a commitment to employer branding, your company can quickly undermine recruiting efforts and make it more difficult to hire the best talent.
ReplyDeleteThank you for your valuable comment. Correctly said, without a strong employer brand, companies may struggle to differentiate themselves from competitors, making it harder to attract qualified candidates who align with the organization's values and culture.
DeleteInteresting! In practical, some employees are love to wear their corporate T-shirts in public as they think that it makes them proud. In other hand, some employees form a different organizations, they do not like to ware the corporate costumes as it makes them uncomfortable in public. As discussed above, this is a real world example for the topic.
ReplyDeleteThank you for your valuable comment. Correct, ultimately, it's important for organizations to respect and accommodate the diverse preferences of their employees while fostering a culture where everyone feels valued and engaged, regardless of how they choose to express their connection to the company.
DeleteA strong employer brand fosters employee engagement and loyalty, leading to lower turnover rates and higher productivity. Additionally, it enhances recruiting efforts by positioning the organization as an employer of choice, thereby attracting candidates who align with its values and culture. wel done arundathi. good article.
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