WHAT’S EMPLOYEE BRANDING AND HOW TO BUILT IT?

In today’s marketplace of talent, branding of employee is essential. Top talent has lot of opportunities than ever to find an organization which fits into their needs, and they want to work for organization who cares about them, not just as workers but as people.

It is how you can get suitable candidates on side with the company vision, values corporate brand and mission. Once they are on your side, your employees will genuinely and enthusiastically advocate for your organization as what you do- whether they are talking to prospective employees, stakeholders and even customers or even to each other. It is such kind of evangelism which separates the top brands from the other organizations. After all, in the light of previously competitive market of recruitment as the great resignation, what current employees say about a company is crucial –not only for attracting talented future employees, but also ensuring ongoing success.

According to the Glassdoor-

• Around 86% of job seekers and employees research company ratings and reviews to decide on where to apply for job.
• The word of mouth of the employees is three times credible than that of the CEO when ti comes to talking about working conditions in a particular company.
• Employees don’t prefer to join the organization which have bad reviews and reputation.

So in case you want to influence how your organization is perceived, getting employees enthusiastic and excited about what you do, and engaged with the mission, are fundamental steps.

WHY IS EMPLOYEE BRANDING ESSENTIAL FOR BUSINESS?

It is essential because it focuses on consistent message about the culture and its company. We all are aware that world has changed drastically in the past few years when we saw The Great Resignation, where over around 5 million employees left their jobs to start their own businesses. Gen Z, is officially the largest generation on US, and they’re not inclined to stick around at a job they don’t feel positive about.

It attracts the right talent for your organization. In today’s world, people are checking for more than just a pay check-they want to work for companies with values which align to their own. It also ensures that your employees are satisfied, happy, loyal and engaged. Keeping employees happy will limit the insider threats regarding data security due to disgruntled employees. When you focus on showcasing a cohesive picture of brand to both employees and customer, both groups will come to know what you stand for and be inspired.

BENEFITS OF EMPLOYEE BRANDING

Employee branding is considered as one of the marketing strategy which focuses on achieving goals of business by communicating and building your employer’s brand. It’s all about connecting with employee, helping them build their professional identity and developing their careers. Here are just few benefits of building a strong brand of employee-

• Attract the best talent
• Retaining of your best employees
• Attaining more customers
• Enhancing the reputation of organization
• Greater online presence.

WHAT’S THE COMPARISION BETWEEN EMPLOYER BRANDING AND EMPLOYEE BRANDING?

Employer branding, is all about the organization’s reputation and image as an employer, demonstrated to current employees and potential external candidates. Whereas, Employee branding is based on the word of mouth. Few of the differences are as under-

• In employer branding- there is external engagement where as in employee branding-it’s internal.
• It aims to appeal to employees whereas, it aims to make employees appeal to potential employees, customers and wider public.
• Focuses on embedding the brand in the minds and hearts of customers and potential employees and candidates. Whereas, focuses on embedding the brand in minds and hearts of employees.
• Works on securing the contract of the employees. Whereas it works on educating employees in the way of the brand so they can be brand advocates.
• Makes the promises and offers during hiring and recruitment. Whereas it keeps the promise and offers made by employers to job seekers when hiring and recruitment.

TIPS FOR BUILDING EFFECTIVE STRATEGIES FOR EMPLOYEE BRANDING

• You should link your employee brand to your employer brand
• Focus on your current employees
• Target on your social media
• Don’t forget about your company culture
• Be consistent
• Do an employer branding audit
• Be clear on your unique value proposition
• Focus on equity, diversity and inclusion
• Get existing employees on board
• Educate employees about “the way of the brand”

DOES YOUR COMPANY HAVE A STRONG BRANDING OF EMPLOYEE?

It’s always said that knowledge is power, and knowing what you have already doing well- and where you can improve- is the first step to making an effective employee branding campaign. Check on the tips for starting point for knowing your company’s rating and reputation among the current employee.

• Put yourself in the shoes of your employees
• Survey your team
• Understand your key metrics.

Employee branding is the strategy of marketing your company to employees, similar to how you would sell to customers. It’s the strategy which helps you attract and retain the best talent, increase productivity and boost employee satisfaction.