As the war for talent is growing stronger, employers find themselves having to build their brand to attract, engage and retain top talent. So, what is an employer brand? It is the reputation of an organisation as an employer. To create an authentic employer brand, an organisation must develop a healthy culture, making employee engagement its top priority. Engaged employees put forward efforts to improve and promote the organisation’s business, hence building a strong employer brand. A successful organisation is no longer limited to just profits and fixed assets. Talent has emerged as a new pillar for the success of an organisation. Remember, your employee is the one who speaks to the customer and is the face of the organisation. A company must look forward to employer branding, and it can only be a success with the united efforts of the human resources and marketing departments.
Employer branding helps an organisation stand out from being just an employer to being an employer of choice. Positive image and recognition make an organisation attractive in the job market, paving the way for top talent to approach it.
The process
• When building an employer brand, the first thing to keep in mind is what you have to offer as an employer. Analyse your current situation carefully. What are your strengths and weaknesses? What makes you different from other organisations? How will you stand out from your competitors? What is your USP? What makes people want to work for you?
• The second most important thing is what do you want to achieve? Where do you see your organisation in the long term? What kind of image do you want to build? You should define where you want to reach.
• Keep your current situation and your aim alongside to see where your company needs adjustments? Eliminate the weaknesses to achieve the desired position and develop skills that will keep you a step ahead of your competitors.
Retaining employees
One of the best things employers can do to improve their brand is to retain their current employees. If you are an employer, you must always listen to the needs and wants of your employees. Efforts of an employee should always be acknowledged. Coach your employees rather than managing them. Give them the space they need to do their jobs. Always be open to problem-solving. To retain top talent, it is mandatory to create growth opportunities. Make sure your employees are aware of vacant positions and that they can apply for them.
Social networking
Ensuring a positive image when potential employees research you online is necessary for employer branding. Employees consult their networks and resources to vet you as a future employer. Visibility and online interaction are essential to attracting top talent. People would want to work with companies they have heard of and are trustworthy. Therefore, promoting your brand on social media is absolutely essential. A company must let their employees be heard through the power of social media.
Employee experience
Nothing can tear down an employer brand as fast as a poor employee experience. A world-class employee experience will always benefit you. The employee who had a world-class experience will talk about your brand to his/her friends and will also take it to social media, hence contributing to the employer brand of the organisation. For instance, what makes Google and other top players attractive to top talent? It is the unforgettable experience of the employees that they share on social media or with their friends. This experience lures top talent to the organisation.
Retaining brand value
Transparency and accessibility are among the major building blocks of a successful employee brand. Your organisation should provide a transparent view of the company. This approach helps current and potential employees to figure out how they can contribute to the organisation's growth. As employer branding is a continuous process, it becomes mandatory for the HR professionals to keep thinking out-of-the-box, they should always be on their toes to build an employer brand. A company must always keep their employees happy to retain its brand value. If an unhappy employee vents out displeasure on social media, it will leave a dent in the image of the company, thereby affecting its employer brand. An employee must be given a voice; after all, they are your unique feature.
( Abhishek Agarwal is Senior Vice-President, Global Delivery at The Judge Group. )
