The document discusses employer branding, which is defined as managing and influencing a company's reputation among job seekers. It is important because over 60% of job seekers research a company's culture before applying, and nearly 70% would reject a job offer from a company with a bad reputation. To develop an effective employer branding strategy, companies should participate in online forums, enrich job descriptions with their values, craft an inviting career page, and leverage employee success stories by promoting loyalists as brand ambassadors. Proper employer branding is crucial for company survival as it depends on how employees portray the work culture externally.

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Employer Branding
Understanding the What, Why and How of
Employer Branding
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2. According to a recent study, 78 percent
of the job seekers today say that the
overall candidate experience they get
today replicates on the company’s work
culture and they are possibly to reject if
they have a bad experience.

3. This only means being valued is becoming more
important than the brand they work for or the
salary they get paid. Due to this, right from large-
cap to midcap and small-cap firms all are now
keen on raising the stakes high in terms of
employer branding. Some are heavily investing to
hit the right chords at the right time.

4. What is Employer
Branding?

5. To define employer branding, let us take the example of the Tata
Group and the Founders. Tata Group is the most respected
organization in India and the entire world. Unlike the Ambani
family, they are not the richest. But, a major part of their profits
goes into philanthropic activities.
Even during the 2008-09 global recession times there were media
reports of Tata reducing its workforce, but on but on the other
hand, they were helping the same employees to get a job
elsewhere.

6. Therefore, in India, several people in Tier-1, 2, 3 and 4 cities are keen on
having a career with the Tata Group. This is the best example of Employer
Branding. People see the Tata Group in a godly perspective and crave for
a career any of the companies under the Tata Group.
To summarize as a definition, Employer Branding is the effort of
managing and influencing your brand reputation among job seekers and
the societal strata to garner positive attention. But not essentially,
everybody has to follow the Tata model. Some companies are still
respected for various other aspects too and that is because they
managed to make an impact in the particular sector.

7. Why should
employer branding
be taken seriously?

8. More than 60 percent of the job seekers today wish to understand the
culture and values of an organization even before they seek an opportunity.
Shockingly, nearly 70 percent of them are keen on rejecting the offer from
your company if it has a bad reputation.
This trend began emerging from the late 1990s when the concept of online
job information portal came into existence. Until then, people were either
applying for jobs through newspaper ads or referrals or by personal visits. In
the current times, there is abundance in terms of information in the public
domain. Anyone can anonymously publish all the negative information about
your brand in the public domain irrespective of it being false.

9. For example, let us say someone is searching about your brand online
and they see reviews about your company in job seekers forums which
is completely false. Therefore, the possibility of a potential candidate
wanting to work for your company and its ethos has already made
his/her mind to ignore a job offer.
Therefore, one has to ensure all the positive and true information about
your brand must be well promoted in the online forums and job
information portals so that your brand is not misunderstood because of
the misinformation created by someone else.

10. How to develop an
employer branding
strategy for your
brand?

11. Developing an employer branding strategy for your
organization can be made seamless provided you
have an eye for detail and persistence to look into
all corners of the public domain.

12. Participation in Online Forums
Wherever there is a job seeker forum with potential candidates, all
potential information about your brand must be enriched in that forum.
Enriching Job Descriptions
While posting a job description one has to ensure that the core values,
ethos, vision, and mission of the company is well imbibed in the
description. Followed by the expectations from a potential candidate.
Moreover, one has to also ensure the given information is inviting and
future affirming.

13. Crafting your Career Page
Career page is the primary gateway for a job seeker. While searching for
a brand online, a job seeker will often type your brand name followed by
careers/jobs. The search engine will take them straight away to the
career’s page of the employer’s official corporate website. Hence, this
page must portray all the positive aspects of your brand. So that a job
seeker is wanting to work for your company.
Leveraging Success Stories
Success stories need not be of your clients, but of your employees too.
You had loyalists with whom your brand grew from baby steps.
Promote such loyalists and make them your brand ambassadors.

14. Wrapping Up

15. Precisely, survival is not only based on client retention. It depends
largely on employees and how they portray your work culture
outside office. Even if a small amount of bad mouthing happens,
your brand will begin diminishing gradually. Hence employer
branding is the future of brand survival if you are serious about
taking your brand for generations to come.
On the other hand, brand managers should also look at how the
brand is coping up with changing times and generations.

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