Employee Branding

Mission: Stand out & differentiate2 get your competitive advantage

Correlation

How can you attract talent?

Your employees... ? ??

Employee Branding - What is that? 1. Your employees are customers! 2. Employee brand concept: Attract - Connect - Engage - Motivate + Retain! 3. Creates greater employee commitment to the brand they work for!

What makes an employer a brand? Employer brand is the image of an organisation as a great place to work in the minds of its current employees and key stakeholders. It is the development of such an organisational culture which fosters a sense of ‘belongingness’ within the company and encourages the employees to share the organisations goals for success. In short, it is the value of the company in the external marketplace. The goal of employer branding is to create loyal customers; the customers here are the employees. The elements which contribute to employee branding are: 1. Employment Package – This is the offer that an employee receives including job responsibilities, financial compensation, work/life balance, the employees role within the organisation and professional development. 2. Culture and Environment – This includes the physical working environment, the size of the organisation, and the organisations approach to work. 3. Integrity – Delivering what has been initially committed always counts. The consequence of a lack of integrity is seen in the form of high attrition rates.

Building a brand is typically a twofoldprocess1. Aimed at prospective employees : Initiatives are targeted at building rapport with potential recruits about the company as a preferred place to work.2. Aimed at current employees: On the other hand, while building a brand internally, the company has to live up to its standards and incorporate a culture of respect and trust for employees.Growing SignificanceEmployer branding reflects the work culture in an organisation. It has become more critical in todaystimes, as most professionals are looking at a stable career and establishing a long-term relationshipwith the company.Research shows that employees of industrial brands feel a much greater sense of pride, attachmentand trust towards their employer. They are also significantly more likely to recommend their companyto others and claim it treats employees well. Through right branding, the company can recruit thebest talent and reinforce its positioning amongst its employees. It helps build trust and reliability. Agood employer brand makes it easy to attract good talent and curb attrition. The strength of anorganisations brand has a significant impact on the performance of its employees. Working with oneof the largest or most innovative companies in a specific industry acts as a motivator too.But as one moves higher in his career, brand name becomes of little significance as job role takesover. Brand name is the most important factor but at entry level only. When one is a fresher andembarks on ones career, the brand of a company matters. It helps in reflecting a stronger resume.With career growth, one places importance on things that are more meaningful to ones sense ofpurpose.

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Employee Branding

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