Employer branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain. The process facilitates the company’s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the company’s business plan.
What is an Employer Brand?
If employer branding is the process, the employer brand is the identity of a company as an employer of choice. For effective employer brand promotion, however, the company can only attract current and future employees if it has an identity that is true, credible, relevant, distinctive and aspirational. To achieve this, extensive research needs to be conducted, so as to ensure that the employer’s identity addresses not only Top Talent’s but also Top Management’s demands.
What is the prerequisite to establishing an Employer Brand?
Establishing an appealing internal and external employer image, therefore, necessitates the understanding of both talent’s and the company’s needs and wants: What are Top Talent’s career expectations? What are the company’s strategic objectives? After gathering this information, the company can then begin to define its unique identity: What makes it an exceptional employer? In the employer branding discipline, this is known as the company’sEmployer Value Proposition (EVP). In essence, the EVP is the set of unique employer offerings which are considered valuable to Top Talent.
What is included in the Employer Branding process?
1. Research & Advisory Services: The company needs to understand what it offers of value, as defined in the EVP, to current and prospective employees. Top Management also needs to believe and actively support the EVP. If the company is unaware or unsure of the value it offers Top Talent, the Employer Brand cannot be activated or effectively promoted.
2. Activation & Talent Sourcing: The activation phase requires a holistic communication, marketing and talent sourcing plan to ensure the company is getting the right kind of talent aboard. While 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.
3. KPI Development & Tracking: For effective employer brand promotion, constant testing and measuring – when using different campaign techniques, messages, channels, etc. – is required. It is imperative for a company to set Key Performance Indicators (KPIs) and keep track of performance levels in order to make continuous improvements.
What is employer branding in a nutshell?
Effective employer branding is the combination of market research, advisory services, communications and marketing to achieve both a credible and desirable brand position. Being a cyclical process, constantly measuring performance and adjusting activities and strategies to continuously improve, it begins with understanding unique employer qualities and continues into sustaining the employer brand as a living, vibrant and attractive entity. The alternative to employer branding, and perhaps even catastrophic scenario, is to be considered as a generic employer, unspecific in offerings and unnoticeable to promising career seekers. Finally, through talent acquisition and retention, the end purpose of employer branding is to stimulate business growth and achieve strategic business goals.