The Benefits Of A Strong Employer Branding
Harvard Business Review mentioned that 73% of CEOs reported being concerned about the availability of key skills. In this war for talent a good employer branding is a must have for every company that wants to recruit and retain their best talent.
What Is Employee Branding?
According to CIPD, Employer branding involves applying a similar approach to people management and describes how an organisation markets what it has to offer to potential and existing employees.
Employer branding could affect the decision of a candidate and could tip in your favour if your company has a strong employer brand. Companies now use their own staff in ads rather than an unknown face from a model agency and that’s because they want people to get a feel of their employer brand, not just their customer brand. It can say just as much about a company as your consumer brand does.
Where To Start
You don’t want your business to work in silos, so take that approach with your employer branding. Link your values, people strategy and HR policies with the company brand.
Then think about what separates you as an employer from others, and what it’s like at your place of work- this is known as employee value proposition (EVP).
This will start to shape your employer brand…
Applicants are going to know about your customer brand and offerings, but ask yourself, do they really know what you stand for as an employer? To attract the right talent to your business, you will need to communicate your employer brand. If your employer brand is weak or non-existent, you’ll get application after application from people not knowing whether they even want to work for you, which inevitably wastes everyone’s time.
Retention & Engagement
Secondly, for your existing employees, their knowledge and practice of your values and beliefs can go a lot further than them simply understanding what you want to achieve by the end of the financial year. It gives them a sense of purpose and understanding of what they’re being asked to do, which in turn reflects in their attitude. They’re engaged - and an engaged employee walks with a spring in their step - they’re loyal and know what they’re working towards. They’re not the people you want to lose.
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