employer branding essentially helps attract and retain skilled talent and in turn augments business profitability
employer branding has gained momentum in today’s highly competitive job market. it is critical for companies to attract and retain the right talent and employer branding helps inform potential employees why they should work with the company by effectively communicating a strong corporate culture that the target audience can resonate with.
typically, an employer brand is the perception that key stakeholders (existing and potential employees) have of the organisation. organisations can create a successful employer brand by presenting themselves as a fine employer and a good place to work. it is about effectively and openly communicating the core business values and work culture to create a desired perception.
creating a strong employer brand
employer branding influences every aspect of employment including recruitment, on boarding, training, benefits and incentives, and more. while developing the employer brand it is essential to ask the right questions from the very beginning.
- what are the most striking attributes of the organisation for current and potential employees?
- what positions are critical to the organisation’s success?
- how can companies attract and retain the finest talent with the relevant domain expertise and experience?
- what are the current and future recruitment requirements of the organisation?
- what is the existing perception of working within the organisation and does that impact the company’s ability to recruit skilled talent?
it is the culture of the organisation and leadership best practices that help develop a powerful brand. companies must deliver on the brand promise and accurately reflect how they treat their employees. the image an organisation portrays externally should be in sync with what candidates will experience within the organisation.
retaining existing employees and attracting new talent
investing in existing and new employees is important for long-term sustained growth. organisations must promote a culture of innovation and offer proactive training and development opportunities to existing as well as potential employees. successful employer brands are created by emphasizing on positive facets of the organisation. further, in order to attract the right talent organisations must first understand the current brand perception.
employees today want more than just a good salary or an interesting job title. for instance, if an organisation is looking to hire experienced employees, it must emphasise on personal benefits that appeal to prospective candidates such as family leave or child care facilities. on the other hand, if organisations wish to recruit young and entry-level candidates they must consider why a particular role would be attractive to these employees, the organisational culture they promote, and must leverage on new technology to appeal to the younger workforce.
improving the bottom line
organisations can improve their bottom line through proactive employee engagement activities that motivate employees and thereby lead to enhanced productivity, elevated retention rates, and maximized business results.
to recruit and retain employees with niche skill sets organisations must increase their visibility in the job market. the greatest employer brands are created when companies identify the shifts in employee perception about their brand and adapt to the changing needs of a demanding workforce.