Employer Branding Guide

What is Employer Branding?

Employer branding is the process of:

• Positioning or promoting an organization
• To a desired group of talent/professionals
• As an employer of choice
• Employer brand is a company’s reputation in a job market as an employer. The need of building a strong employer brand is more than ever. As it has a direct impact on hiring, talent retention and ultimately company’s reputation, c-suite executives need to apply strong focus and consistency to establish their employer brand.The process of building a strong employer brand is concerned with Attracting the best industry talent
• Engaging and retaining talent
• Balancing the rewards and benefits offered to employees in return for their performance
• Identifying unique policies and programs to demonstrate a company’s commitment to employee well being and growth
• Employer branding, in a nut shell, is constantly
• Improving the understanding of unique employer traits
• Sustaining the brand as a living identity
• Showing strong commitment towards people
• Establishing the company as an employer of choice

Fundamentals of Employer Branding

Here are the fundamentals of employer branding that every organization can lay its focus on to achieve their goals:

1. Transparency: So is the pressure on organizations to disclose information related to employee happiness level, labor relations, employee engagement, community development, environment impact that it’s providing unparalleled transparency into organizations. Moreover, advent of social media has led them to publish scenes behind the screen, offer details of events and happenings and exposing their initiatives.
2. Momentum: Developing a positive culture is not sufficient. It’s important to continue to work towards it to move in an upward direction. Employees of great workplaces take great interest in how enthusiastically it is working towards keeping them happy.
3. Well Being: Identify unique opportunities to ensure overall well being of employees at work. Being at work is stressful for almost everyone. Organizations need to look into how they can place more value on both physical and mental health of employees.
4. Additional Perks and Benefits: The millennial generation is demanding an all-inclusive workplace, as they spend more and more time at office. In such a scenario, day care for their children, schools and universities, family events, paid time off can be a part of their compensation structure.
5. Rewards and Recognition: In the table above, you’ll see that the companies recognizing the contributions of their employees and rewarding them are considered the best places to work for. This makes it clear that employees are propelling companies to recognize their efforts and provide them with employment growth opportunities.
6. Culture of Fairness and Diversity: Most companies claim to be ‘equal opportunity employers, which indeed they are not. Develop a culture of fairness, justice and equality while simultaneously ensuring that your workplace is as diverse as possible.
7. Women Empowerment: The best workplaces in the world have more than 25% women in executive management positions. Plus, these companies take initiatives to ensure their safety, teach them self defense, grow them as leaders and help them pursue alternative career options.

Employer Branding = People

Branding has always been about the organization and its reputation. However, traditionally people were not a part of branding. It was generally associated with what people thought about a company’s products and services.

But as the business world is going through one of the most interesting yet challenging times, people have started associated branding with the experiences that they (internal and external customers) have with the company. Now it’s more about people.

And employer branding is the birth child of this thinking. What employees feel about their organization and what talent in the job market perceive about it matters a lot. What employees are telling their families, friends, acquaintances and strangers about it, working there, the benefits they receive and the level of contentment they experience can make or break a company’s reputation. Employee experience has a ripple effect on customer satisfaction.

Simply, Let's sum it up in a little experiment.

Ask yourself where you want to work. Which company would you like to be associated? What comes to your mind? I’m sure most people will say – Google, Twitter, McKinney, Meta, Amazon etc. Why? Because they are big brands! Their employees have loads of fun working in company premise and get a lot of benefits.

This is employer branding.