Employer Branding
Employer branding is the reputation as an employee .It is the value preposition for its employees. By adding value to the employees the productivity can be increased by the organizations in achieving the goals and objectives in an effective manner. The term employer branding evolved in the early 1990s’and has widely diffused to the global management community. It is important to make the organization a great place to work for the employees since they are a part and partial of any organization. Employer branding further states that it is the attraction, engagement and retention initiatives targeted at enhancing them. Employee value preposition is used to define an organizations’ employment offer. Employee value preposition defines what the organization would most like to be associated with as an employer. Most of the attributes that differentiate the organization from other employees and clarify the value expected by the employees for their contribution toward the organization.
What is composed in the employer branding process?
Analytics and advisory services:
It is essential for the company to understand what kind of value it offers to the current employees and prospective employees as defined in the employee value preposition. It is important for the top level management to believe and actually support the employee value proposition. Therefore with the usage of data driven approach is meant to be crucial when establishing the employee value preposition. If the Organization is unaware of the value it offers the top talent ,the employer brand cannot be implemented effectively.
Activation
When concerned about the activation phase, this requires a holistic approach in communication, marketing plan to ensure that the company is getting the right kind of talent. The holistic approach means like a birds view, bringing all together, it’s not an isolated approach. As far as the talent sourcing’s role is to ensure company candidate compatibility, marketing and communications aim for top talent in establishing the company as the employer of choice.
Key Performance Indicators development and tracking.
For the employer brand promotion to be effective, constant trials and testing is used by using different approaches like campaign techniques, messages and channels that is essential to implement. It is compulsory for a company to set key performance indicators and keep track of performance levels in order to make continuous improvements.
References
Armstrong,M.,2014.Armstrong's Handbook of Human Resource Management Practice . 13th ed.London: The Koganpage
Employer branding and its composition, accessed 10th July 2020 , <https://universumglobal.com/what-is-employer-branding/.>
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ReplyDeleteWhich kind of medias you can use for branding..?
ReplyDeleteRoshan,
ReplyDeleteWe can use many ways to employer branding, but with modern day it's SOCIAL MEDIA (Face book, You tube,Pop up Ads etc..)
Further we can use electronic medias such as television channels,Radio channels.
Is this concept can be apply to current management system.
ReplyDeleteYes Buddima, we can apply same to different segments in management system such as talent management , performance management etc. Further we can use this concept to positioning of brand name among people.
DeleteDear Upul, as you said, Employer branding is crucial for the company.What are the things that can damage the employer branding?
ReplyDeleteEmployer branding is the process of positioning your company as the employer of choice to a target group of potential candidates.Your employer brand is made up of every touch point you have with candidates and employees—from the first message you send a candidate to an employee's exit interview, and beyond.
ReplyDeleteThe following points can be highlighted for your question.
ReplyDeleteNegative Reviews from Laid-Off Employees. Hell hath no fury like an employee scorned — especially if that employee is a millennial.
A Weak Online Presence.
Negative Product or Service Reviews.
A Poor Candidate Experience.
How do you develop an employer branding strategy?
ReplyDeleteHere are the 5 steps to follow when implementing an Employer Branding strategy:
DeleteStep 1: Define your Employer Branding goals.
Step 2: Identify your Candidate Personal.
Step 3: Define your Employee Value Proposition.
Step 4: Define the channels to promote your Employer Brand.
Step 5: Measure your Employer Branding success.