Employer branding is a strategy used by organizations to attract the best talent and to develop good relationships with existing employees and the company. In previous years, employer branding was a main concern of large organizations in selected industries that faced huge competition for talents. However, the completion for talents is there in every organization, regardless of its size.
Importance of Employer branding – Top Reasons:
As most business owners would know, the importance of employer branding cannot be overlooked. The need to attract and retain potential employees is the key to success in any business organization. The top reasons why an employer branding is important for an organization includes
a. Lack of skilled labor:
In todays world, organizations compete for new talents. The is one of the biggest change in the business of hiring, and human resource executives need to recognize this. Thus, there is a crucial need for HR to create strategies and recruit top talents, and build employer brand. Such organizations will have an easier time to fill top talents compared to companies that are not perceived to be attractive employers.
b. Recruiting the best talent:
The need to recruit the right people for the right jobs become very crucial, when there is a high pressure to increase productivity and cut costs. In such cases, employer branding recruits and retains top talents, since every talented and skilled resource would like to be recruited by the best brand in the market.
c. Popularity of companies:
Research done on the talent market clearly states that, professionals always wanted to work with only reputed organizations. Employer branding greatly helps professionals to make a choice when considering which employers to work with.
d. Retain talent:
Employer branding gives organizations the power to bargain, as employees are willing to work for such companies irrespective of salary levels.
e. Growth and profit:
Recruiting and retaining top performers is very important for the growth and profitability of any organization. This becomes easy, if the company has a good brand image..
Process of employer branding:
The following steps are involved in the brand building process, which includes
a. Define mission:
Determining the mission of the organization and adapting it to suit the branding goals is the first step in employer branding.
b. Employer value proposition (EVP):
The employer value proposition provides the current as well as future employees a reason to work in the organization and also reflects a company’s competitive advantage. So, by defining strong and true EVP, organizations can develop unique as well as attractive employer brand.
c. Identifying communication strategies:
Based on the research findings and a well-defined employer value proposition (EVP), a communication strategy is developed. Once the employer has identified who to and what to communicate with their employees, the next step is to identify the right channels to reach them through proper research.
e. Communication solutions:
Using the right words and images, organizations express its EVP, so that it becomes consistent with the company’s identity and branding efforts.
f. Put it into action:
This is the final step which involves implementing the plan and monitoring it closely how it works and whether it needs to be adjusted.
Featured Image – Creative Commons – Attribution by NHS Employers
Article by John
John is a passionate business blogger and works as a consultant providing employer branding strategies.