EMPLOYER BRANDING A NEW HR ARENA
From an HR Point of view, Branding is very important. If organization
has a reputed or good image in the market, it will added benefit to HR to getting
right workforce at right time and control over the employee cost. An organization
without brand name little bit difficult to attract and retain the employees.
Brand Reputation are built on perception match by experience. And
that is no difference with Employer Brands. Employees Know what it is really like
working for the organization; they live it everyday good and bad. Good Employer
Branding might accentuate the positive but, ultimately, it paints a picture that
people can and will relate too.
• Employer Branding represents a firm’s effort to promote, both within and
outside the firm, a clear view of what makes it different and desirable as an
• Employer Branding as defined as “a targeted, long term strategy to mange
the awareness and perception of employees, potential employees, and related
stakeholder with regard to particular firm.”
So in short we can say Employer Branding as a three step process :
• VALUE PROPOSITION that is using information about the organization
culture, management Lifestyle, qualities of current employees, current
employment image, and impression of product or service quality manager
develop a concept of what particular value their company offer employees.
• EXTERNAL MARKETING that is target potential employees, recruiting
agencies, placement counselors and etc…
• INTERNAL MARKETING its important because it carries the brand
promises made to recruit the firm and incorporate it as a part of culture.
To develop a workforce that is commited to the set of values and
EMPLOYER BRANDING IS THE KEY IN FIGHT FOR TALENT
A survey by Personnel Today reveals that HR believes branding is vital if an organisation is to
recruit the best candidates :
An exclusive survey of 1,889 Personnel Today readers with responsibility for recruitment reveals that 95% of
respondents believe employer branding is ‘important’ (Fig. A), with 80% saying that it will become even more
so (Fig. B). And yet only 25% of those surveyed have responsibility for employer branding (Fig. C).
Many senior HR professionals said they were trying to make their organisation an ‘employer of choice’ in the
face of low unemployment and skills shortages.
One said: “There is so much competition for good candidates, those with a good employer brand will be able
to pick and choose from the best candidates.” And another added: “People are becoming more inclined to
look for roles where the organisation’s values are aligned with their own.”
Recruitment remains the preserve of the HR department. Indeed, the number of people in HR with
responsibility for recruiting is increasing (Fig. D).
The proportion of jobs being filled by both internal and external recruitment advertising is on the decline,
while recruitment consultancies are filling a greater share of the vacancies (Fig. E). But the biggest change
to the recruitment landscape has been the development of the internet.
Three-quarters of respondents agree that it has changed the way their organisations approach recruitment
But while much of this can be attributed to the growth of online media and jobs boards, survey respondents
claim that the fastest growing medium over the next two years will be their companies’ own websites.
Seventy-six per cent plan to use their company websites more for recruitment purposes. Local and national
newspapers will be the losers, with 23% and 37% (respectively) of respondents planning to use them less
for job ads.
One respondent summed up the general mood: “I intend to get our website working efficiently to attract
candidates without agency or advertising fees attached.”
Despite respondents’ clear interest in the cost of recruitment, only 6% said their companies had a cost-per-
hire target. The average cost-per-hire is measured, however, and stands at £2,773 (£3,175 among
organisations with more than 10,000 employees).
And HR departments are increasingly finding that the return on investment from their recruitment spending is
being measured (Fig G).
That investment will be channelled into a number of areas, but principally it will go to employee retention
schemes, followed by developing in-house recruitment websites and improving employer branding (Fig. H).
FACTOR CONTRIBUTE TO EFFECT EMPLOYER BRANDING
• KEEP MONITORING AND REFINING EACH ASPECTS OFBOTTOM LINE :
Better Customer Service
• ACCURACY OF PERCEPTION ABOUT THE ORGANIZATION :
It helps to reduce perception of beach the psychological contact, on the
part of new employees.
• ORGANIZATION CULTURE : ONE OF MOST IMPORTANT FACTOR
Organization culture research provides further support for the assertion that
employer brand message can convey important pre employment information.Its
important to applicant in making a job choice. Theirbeliefs about the work culture
affect the self selection decision.
• RECRUITMENT/ ORIENTATION PROGRAMME
Recruitment phase of employer branding, organization promulgates statement
about employment in the organization, regarding career advancement, challenge
and unique opportunities.
• OTHER FACTOR :
Performance Management, Growth and Development
Pay and Benefits
Work Life Balance
AT the ending, I can only say that Employer brand can be evaluate by two simple
parameter : what an employees know about the organization and how they feel
• WHAT AN EMPLOYEE KNOW ABOUT THE ORGANISATION:
I know where this organization is headed.
I know what our priorities and what my role and responsibilities
I am receieving a good pay scheme and traning and development opportunities.
My company get us involved in a variety of community based project.
• HOW THEY FEEL/EMOTIVE ENGAGEMENT
I like working for this company
I am proud of what the company stands for
I feel valued through the work that I do.
My Organization Leader care about me and my future.
I ma not afraid to voice my opinion’s about isues that matter to me.
Employer Branding is a relatively new approach towards recruiting and retaining the
best possible human talent within an employment environment that is becoming
increasingly competitive. Employer Branding has the potential to be a valuable concept
for both manager and scholars. Manager can use employer branding as an umbrella
under which they can channel different employee recruitment and retention activities
into a coordinated human resource strategy.Integrating Recruitment, Staffing, training
and development and career management activities under one umbrella will have a
substantially different effect than each of processes would have alone.
Thanks and Regrads