Employer Branding

Why Employer Branding Isn’t Your Strategic Investment Yet?

Consider employer branding as an investment that has extensive implications. It surpasses the mere perspective of appealing slogans. It is about mapping out the perspective with which a company is run. This perspective helps the company devise strategies for recruitment and hiring. Ultimately, its high priorities are talent acquisition and employee retention because these priorities are conducive to a business setting.

Let’s discuss the key aspects of employer branding and why it is more than simply a trend.

1. Attraction of Top Talent


The job market is competitive and sometimes becomes difficult to navigate. In this market, it is not easy to attract top-quality talent as it is an existing challenge to tell right from wrong. Here, employer branding plays the role of a magnetic field. It pulls in ideal applicants whom the recruiter thinks are compatible with the company’s values and culture. If the employer branding is positive, it will create a convincing narrative, and due to that, the business will be able to stand out amid a bulk of other job opportunities.

Attracting an employee is an art. As a recruiter, you must be professional enough to outmatch your competitors. The market is as tough as it can get. When it comes to attracting and hiring employees, a 10% turnover rate is ideal. However, in 2021, it was nearly 57%. High turnover rates are dangerous indicators, showing employee attraction that is of poor quality.

At this point, a positive employer branding chips in. Positive employer branding is a process in which you develop and communicate a desirable image of your company. 

Here is what makes an employer brand positive:

  • Reduced Turnover Rates

Positive employer branding helps reduce turnover rates. If you take care of your employees, it will encourage them to respect your company. Moreover, positive employer branding inspires your company, becoming the epitome of a positive work environment. It conveys a sense of loyalty to your workforce.

  • Excellent Company Culture

Positive employer branding attracts employees who can be a perfect fit. Recruiters are always on the lookout for appropriate individuals. These individuals contribute to your company’s culture and connect with shared beliefs. This connection brings about collaboration, creating harmony and balance.

  • More Productivity

Proud employees are more likely to be motivated and involved in their work. They are committed to leveraging their expertise and broadening their productivity levels. A positive employer brand, therefore, impacts the overall performance and innovation within the company.

2. Temporary Employment

This may sound odd to some people, but temporary staffing is a situation where the working arrangement lasts up to a certain point. It is pretty relevant to employer branding for the reason that it allows recruiters to hire short-term employees so they can experience the organizational culture. The rationale behind this is to increase credibility, reputation, and diversity.

3. Employee Retention and Satisfaction


Many people assume that employer branding is only about bringing talent to the table. No! The essence of employer branding is vested in the notion of employee retention and satisfaction. It is all about keeping your employees engaged and satisfied.

Someone said it right:

“Maintaining a goal can be harder than achieving it.”

Therefore, employees in accord with your company’s core values are the ones you want to retain. Apart from contributing to turnover cost reduction and work environment productivity, employer branding will add a distinction to your company.

A 2012 study reveals that effective employer branding significantly influenced the decision of employees to join and stay in the company. This particular employer branding included reward systems and optimum working conditions. 93.1% of the employees were able to adjust to their allocated work.

Another 2021 study discloses the fruitfulness of employer branding. It concluded that employer branding was positively related to job satisfaction, organizational identification, and employee retention. Furthermore, the study discovered that job satisfaction and organizational identification mediated the relationship between employer branding and employee retention.     

4. External Employer Branding: Reputation Management


Beyond all of this, employer branding is influential in terms of your company’s external factors like economy, politics, technological advancements, and legal setting. If your employer branding is powerful, it will enhance your company’s standing worldwide and adapt to these factors.

To deal with these nuanced external factors, you should incorporate “external employer branding.” It primarily manages your company’s reputation, helps build a HR logo and identity that resonates with the job seekers and crucial stakeholders.

Below are the checkboxes for external employer branding:

  • Personality Assessment

You want to make sure that you study your applicant’s personality. Opt for a reliable and valid personality test that suits your hiring criteria. Some personality tests are the Myers-Briggs Type Indicator, the Big Five Personality Test, the DISC Assessment, and the Hogan Personality Inventory. Select a test that measures the relevant traits and skills for the job.

  • Social Media

Employer branding on social media is a necessity. Last year, 79% of job applicants used social media in their job search. Besides career opportunities and services, social media can help your company showcase its achievements. It is like a testimony that comprises trends, queries, and feedback. Altogether, it will manage your reputation as a company.

  • Recruitment Events

Such occasions are a golden chance for you to present your company competently. The 21st century is all about digitization. Then again, some aspects mandate physical presence. You need to look potential candidates in their eyes and be sincere in your attempt to spread brand awareness.

Once potential candidates realize your company’s meaningful standing, they will come running and put in applications instantaneously. Aside from potential candidates, you can attract business partners who may prefer associating themselves with your workforce.

5. Competitive Edge in the Marketplace


All businesses rely on their products for swift recognition. With time, the market has grown cluttered, and companies find it troublesome to sustain their products. However, by using the right employer branding, your company can provide a unique selling proposition. In the world of business, we call it “differentiator.”  Various sectors of a business believe that customer experience is their primary differentiator. This differentiator gives the company a competitive edge, highlighting a workplace culture that resonates with today’s discerning labor force.

Here are some examples of companies that use employer branding to sustain their services:

  • Netflix

Netflix, a renowned streaming media company, is famous for its state-of-the-art and original content. The ethos of Netflix is transparent and uses employer branding to establish its core values. Those include freedom, curiosity, feedback, orientation, and context. Netflix also uses its employer branding to attract and retain talent that can contribute to its vision. Now, it is one of the best global entertainment distribution services.

  • HubSpot

HubSpot, a software company, provides tools, frameworks, and solutions for inbound marketing and sales. Through employer branding, HubSpot highlights its culture. The company’s culture stems from the principles of HEART: humble, empathetic, adaptable, remarkable, and transparent.

  • Nike

Nike, a sports company, produces footwear, apparel, equipment, and accessories. It cultivates a culture of fitness and wellness. Owing to employer branding, Nike promotes innovation, inspiration, and teamwork. The “Just Do It” slogan is Nike’s endeavor to assimilate employer branding.

6. Employee Advocacy and Recruitment Ambassadors


Employees, when proud of their workplace, get to be advocates. They share their positive experiences on social media platforms, contributing to a positive online presence and acting as organic recruitment ambassadors. This word-of-mouth marketing, fueled by employee satisfaction, can be a powerful tool in attracting like-minded talent.

7. Adaptability and Future-Readiness


As the workforce evolves and younger generations enter the professional arena, employer branding transforms into a key factor in staying relevant. Adaptable employer branding strategies make sure that companies remain attractive to a diverse workforce, future-proofing the organization.

Companies have made predictions about employer branding. Otherwise stated, it will shape business operations, making them more flexible. Some predictions are:

  • Personalization

Personalization is the trend of tailoring the employer brand experience to individual preferences. It uses data and technology to customize the messaging, benefits, career paths, and feedback for different segments of the talent pool.

  • Work from Home

Working from home is the trend of allowing employees to work remotely. It maximizes technology and communication tools to form a remote-friendly employer brand that offers flexibility, autonomy, and collaboration.

  • Employee Value Proposition (EVP)

Employee value proposition is the trend of defining the unique value that the company extends to its employees in exchange for their skills, experience, and commitment. It identifies essential components of the employer brand. Those are culture, values, mission, benefits, rewards, and opportunities. 

Conclusion

Employer branding emerges not as a frivolous accessory but as a strategic investment with multifaceted benefits. It is the narrative that defines a company’s identity in the eyes of both current and possible employees.

By investing in a compelling employer brand, businesses can attract top talent and nurture a seamless work culture, creating a ripple effect that ensures overall corporate success. Decoding the significance of employer branding reveals it as a dynamic element of strategic business planning.

 

Author: Shawn Brian

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