Why “Employer Brand” Has Become The Hot Topic In The Decade?

What is Employer Branding?




Image 9.1 Source : brandinginhr.blogspot


Amber and Barrow (1996) were some of the first academics  to  acknowledge  the  concept  of  employer branding and  its  ability  to  attract  potential employees and retain current talent. “Employer Brand” therefore simply refers to the attractiveness and the reputation of the organization as a good place to work. It describes the manner of marketing the company deploy to retain the current employees and to attract the job seekers.

According to Corporate Leadership Council in 1999,  a firm’s employment brand is ultimately  based on its actual employment offers and its ability to deliver on its promises. Like a product  brand,  the employer brand has multiple  components, each contribute to strength  of  the brand with current employees.


Why Employer Branding is important?



          Image 9.2 Source : aihr.com


Fulmer,  Gerhart  and Scott (2003) have analyzed employer branding policies on top100 US companies. They found that employer branding policies were associated with not only stable  and  highly positive workforce attitudes  but  also  had an effect on organization’s performance.

Turban and Cable (2003) have argued that firms  higher in corporate social performance (CSP)  have more positive reputations and are more attractive employers to employees than firms lower in CSP.


How to build a good “Employee Brand”?



Image 9.3 Source : unsplash.com

Organizations that provide a current  employee  with a superior employment experience  automatically build themselves a strong employer brand for external perception, and they will  benefit from this (Jain  &  Bhatt,  2015).

As Jain and Bhatt explains, it is important to capitalize on the success stories or the employees that act as brand ambassadors. Their positive feedback enhances the employer brand. Onboarding process can be much easier. Job seekers may find that welcoming. 



                Image 9.4 Source : shutterstock.com


Engagement with the current employees also assist in identifying and conveying the message of attaining the value proposition. Employer value proposition thus could be used as a recruitment and a retention tool. This depends on the employee engagement.

At the same time it is important to manage the social sites and ensure consistency in doing so. Linkedin profile should also be up to date. Audience should be conveyed the messages on how working for the organization actually feels; how lives of employees are improved and transformed and how Corporate Social Reaponsibility is addressed by the employer.


Conclusion


       Image 9.5 Source : hrexchangenetwork.com


The approach of commencing with the employee experience and their purpose is the prime factor in understanding the future of employer branding.

Going into 2021, organizations around the globe will have to reassess their employee value proposition and how this suit in with the work culture that is engendered by the pandemic. In order to improve the productivity while retaining top talent, it is an immense challenge to deploy the employee value proposition and sustain the employer brand amidst the pandemic.

Human Resource is the biggest investment and the asset. But it is also important to understand that employees and job seekers are investing on the employer as well.









References

Ambler, T. and Barrow, S., 1996. The employer brand. Journal of Brand Management, 4(3), pp.185-206.

Cable, D. and Turban, D., 2003. The Value of Organizational Reputation in the Recruitment Context: A Brand‐Equity Perspective. Journal of Applied Social Psychology, 33(11), pp.2244-2266.

Corporate Leadership Council., 1999. Building the High-Performance Workforce A Quantitative Analysis of the Effectiveness of Performance Management Strategies.

Fulmer, I., Gerhart , B. and Scott, K., 2003. Are The 100 Best Better? An Empirical Investigation of the Relationship Between Being A “Great Place to Work” and firm performance.. Personnel Psychology, 56(4), pp.965-993.

Jain, N. and Bhatt, P., 2015. Employment preferences of job applicants: unfolding employer branding determinants. Journal of Management Development, 34(6), pp.634-652.





Comments

  1. Asma Nafaz10 December 2021 at 18:04

    ‘Employer brand’ widely used globally by the businesses. At present management gives more priority to the employer brand. When the company grows employer brand started to work out. It motivates the job seekers to reach you and the employees to remain with you!

    ReplyDelete
  2. Prabath13 December 2021 at 03:43

    employer branding company will be able to increase the number of quality applicants, reduce your costs per recruitment and differentiate yourself from competitors. Do you want to develop the skills to able to craft, develop and execute an Employer Branding Strategy good article thanks for shearing

    ReplyDelete
  3. N R Waduge. MBA13 December 2021 at 06:55

    Employer branding a major key to to rerain employees and reduce staff turnover. It improves the reputation by launching CSR projects etc. Also it boost company value cause of many ways such as, ensure retaining best employees, increasing productivity. It is new and important topic to discuss. Thanks for sharing. I learned lot.

    ReplyDelete
  4. Thushara Wattegedara13 December 2021 at 08:21

    As per American Marketing Association (AMA), branding is used as a symbol and a combination of all three that is identified with the product or service of an organization. Employer branding is an extension part of the above-mentioned definition, although it is mainly associated as a term with the HR administration science. It gained interest in the 1990s. And started its development after the millennium is has become more and more important. By following such a perspective, can put a “employees” where traditional branding theory tends to put “consumers”, while “employers” took the “brand’s” place. The proposed framework aims to support the idea that each brand can use a mix of tools and methodologies to convince the labor market about its superiority/working perspectives/working conditions.

    ReplyDelete
  5. Manoj Thudawahewa13 December 2021 at 09:23

    Employer branding then is defined as a company's ability to differentiate and promote this identity to a defined group of candidates that they're interested in. Interesting and informative article which will be useful.

    ReplyDelete

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