Employer branding is an integral part of organisational strategy in improving and propagating the brand image. Organisations – irrespective of size and financial strength – are going all out to define a powerful brand that resonates with their core principles and corporate vision.
It is important to note that merely defining an employer brand and creating awareness among key stakeholders is not enough. The brand messaging has to continuously evolve and mature over time, based on reviews and feedback acquired from the experiences of internal and external resources associated with the organisation.
In that sense, this is one concept that will forever have a well-defined learning curve, as it is critical to periodically validate the brand equity of the organisation in a highly competitive marketplace.
Employer branding as a strategic management function
It is important to first establish a robust employer brand after taking into consideration key parameters such as the organisation's Employee Value Proposition (EVP), experiences of current and past employees, and the organisation's public image as an employer to define and articulate a strong employer brand messaging.
Employer branding has become a strategic management function and continues to influence the HR, Marketing, and Communications activities in any forward looking organisation working to enhance its brand image.
A successful employer brand is the collective responsibility of the senior managerial team and all departments in an organisation, and employees at every level should be engaged in the process of creating a powerful brand and ensuring adequate visibility on various channels of communication.