Employer Branding

In today’s competitive world and war for Talent, the employer brand plays a critical role in winning over the competition and attracting and retaining the Top talent.

So, what is Employer Branding?

In this article, I scribbled down my thoughts on the whole concept of Employer Branding.

Having worked with some of the finest organizations, I have realized that the term Employer branding is nothing but an outcome of several factors related to the organization and its culture.

Let’s take a simple example. Any product of Tata’s is associated with Trust, quality, and belief. They did not create this image overnight. They are pioneers in bringing industrialization to India. They are more industrialist than businessmen. Their philanthropic work, their employee-centric culture and their work ethics stand for them as their employer brand. The whole movement of labor policies and compliances are started in India by Tata’s.

Considering this example, I believe Employer branding is almost similar to product branding.

If there is a brand, there have to be brand ambassadors. When the employees of the organizations share good opinions about the company with others, if they feel proud to be a part of the company, and if they believe in the Products and services of the company, they become the Brand Ambassadors of the company.

Thus, I believe employer branding depends on:

The Culture and the Values of the organization, including ethical business practices

The organization's mission and vision

The organization leadership

The products and service quality

The effectiveness of people managers in engaging their team

The career growth and learning opportunities provided to employees

The work environment (Flexi work arrangements and vibrant work climate, open work culture)

The Competitive compensation, benefits, and total rewards being offered by the company

The fair and SMART performance evaluation process

The CSR work done by the organization

The employee experience (Right from pre pre-joining stage, interview and joining, onboarding till exit)

Once the above areas are in place, the organization can direct its efforts to communicate these USPs of the organization to its internal employees and also the outside prospective candidates. It is in a similar way, how organization brand their products and services.

Some of the ways, that I feel can help the organization build employer brand:

An impactful career page covering the career options, the wok culture and values, the work environment, and major employee benefits offered by company

The video testimonial of the existing tenured employees

Social media branding on LinkedIn, where an organization keeps floating important information/initiatives taken up by the company

Internal employee magazine

Campus Branding efforts (Quizzes, competitions, leadership talks, sponsoring events)

Structured employer branding for all the applicants for vacant position

Participation in Best Place to Work surveys

Participation in social development events

Promoting diversity in the hiring process

What are your thoughts on Employer Branding? What else can help the organization to create an outstanding employer brand?

- Sachin Bhat, Head TA and HRBP, West, TATA Motors