Employer Branding: Importance and Key Factors
Various reports often define people as the most valuable resource for organisations (especially thinking about the long term perspective). Finding talents as well as retaining them become challenging tasks for the employers and HR Departments. Employer branding can be an effective tool to attract potential talents and “star employees” for the companies.
According to CIPD research:
‘Employer branding is a useful tool to help organizations differentiate what they have to offer in the labour market, and recruit, retain and engage the people they need to succeed.’
This means that HR professionals by creating focus groups, organising questionnaires can create a positive image of employer among exciting employees and potential candidates. The earliest definition of employer branding was provided in the late 1990s and in the context of the war for talent. Employer branding was seen as most applicable in sectors where the unique talents and contributions of individuals were seen as part of a distinctive competitive advantage.
Benefits of using the employer brand
The idea to use the employer brand for companies has two main benefits:
- To attract and retain valuable talent to the organisation;
- To ensure that such talent actively engages with the culture and strategy of the organisation.
The main objective of the employer brand is to make a positive impact on attracting new talents and retaining the current ones.
Employers should keep in mind that while changing and looking for a job, employees (the young one and more experienced) will pay attention to company’s attitude toward the existing employees, culture of a workplace, chances of career growth, opportunities for personal development, level of salaries, compensation and benefits. All of the abovementioned factors are the components of a strong employer brand. Let’s take a closer look at each of the components.
Mike Canarelli, CEO and co-founder of Web Talent Marketing claims that working in a clean and attractive office can significantly increase the level of coordination between the managers and the subordinates.
For example, give your employees the flexibility to choose to work where they’re comfortable, including comfy chairs or a choice of whether to sit or stand at their desks.
According to the Pots Planters & More survey, people that are dissatisfied with the working conditions in their offices are more likely to quit and change their working environment for a better one.
Another key factor to help employees become more satisfied with their jobs is to maintain a work- life balance. Busy schedules create additional pressure for employees especially when it comes to divide their time between work, friends and family. As a result of this, employees desire more control over their work pattern and an overall healthier work-life balance.
For staff members, the healthy work-life balance can allow them to spend time with family and friends, consequently, they will feel happier and can be more productive during their working hours. This boost in employee happiness is directly reflected in the success of the business, with both employees and employers gaining massive benefits. As a line manager/HR specialist it is crucial to pay attention to work-life balance of employees, which can help not just to attract new talents but to retain the exciting staff members and for the companies to avoid financial loses of finding and teaching new staff members.
The benefits and payments are another piece of “picture of Employer Brand” for companies. They are aimed at attracting and retaining employees, motivating workforce and sustain high morale spirit within teams, meeting legal requirements, motivate personal growth. In every organisation it is essential to understand the importance of compensation and the flexibility the hiring managers can have in designing a compensation package that can in turn attract, retain and develop a quality talent pool.
The last but not least component of employer branding is – corporate culture of a company. An employer brand has to be an authentic indicator of the cultural truths of an organisation. These truths will inevitably be appealing for some candidates and less attractive to others.
According to the Forbes research, there are clear benefits to having a strong, unified company culture underlying your business’s operations:
For starters, culture contributes to the identify and values of the company. For example, if your corporate culture is one that prioritises setting and meeting goals, your individual workers will be more likely to set and meet goals of their own. It’s a good way to set and maintain the direction of your employees, and without it, it’s hard to keep your company’s values coherent.
A strong company culture attracts better talent and, more importantly, retains that talent. When people feel like they belong to an organization, they’re more likely to stick around for the long term. That means lower turnover, fewer new hires to deal with, and better chemistry among your team.
Corporate culture also adds to your brand identity. If you treat your employees well and have a fun-loving corporate atmosphere, your customers will see you as a fun-loving, generous brand. Depending on your target demographics, that could be a major boon for sales and customer loyalty
As the end note, Employer Branding is a key factor for various organisations not just to attract new employees but to retain the current ones. With the high level of personnel’s engagement into work and passion to develop themselves as well as company’s activities, the companies can benefit in a long term perspective. Key note for the line and senior managers is building strong cooperation with HR Department within the company and to build together Company’s Culture. In this way the balance Senior-Middle Management and the rest of the employees can be achieved.