Why Bother with Employer Branding?

Written by Beverly Coutinho , Ruchita Anthwal & Eva R Sachdeva

Everyone knows who a noogler is. And if you don’t, reading this makes you want to google it. Only a few companies have earned a coveted place in the market, with professionals like you and I going ‘Man, I wanna work here someday’

Successful in this endeavour are legacy brands like the Tatas and HULs, to newer, innovation-led brands like Google, Adobe, and Apple, to homegrown ones like Zomato, Cred and even Schbang. Aspirants are instantly drawn in, thanks to elements like culture, innovation, perks, and perhaps even the founders.?

But, what did they do differently??

No, not the paycheck, neither a work-from-home policy. It’s the effort, they, as an organisation, have put into building a reputation. Simply put - an employer brand.?

Think of it as your organisation's personality, its vibe, and its standing in the job market. It's the shaping of your reputation as an employer. Your employer brand makes you stand out in the crowd, like a peacock strutting its feathers in a flock of pigeons.

Playing the employer branding game

In this cut-throat world of business, where talent is the ultimate currency, the concept of employer branding reigns supreme. But it's not just about looking pretty; it's about showcasing your culture, values, and USPs. And if your question still is, “Will this be applicable to my brand?” The answer, in 99% of cases, is a resounding yes.

How we did it for our brands

Let's rewind back a year for an illustrative case. Consider professional services, like a law firm, where the reputation often leans towards being conservative, with intense work environments, characterised by strict dress codes, and less-than-ideal working hours.?

Our Innovative Approach to Pioneer Legal

Our Strategy

We embarked on transforming their perception with a robust and imaginative employer branding strategy. We unveiled an exclusive glimpse into the lives of Pioneer Legal's employees. We highlighted details like their relaxed dress code, vibrant work culture, promising career prospects in the legal field, and their transparent and efficient hiring processes.

The Impact?

These revelations came to life through elaborate LinkedIn articles and Instagram posts, showcasing how this wasn't just another law firm, but a place where professional growth meets work-life balance. Our strategy not only attracted but also retained some of the finest legal talent in the industry, reshaping the mettle of Pioneer Legal's workforce.

From India to the World: Amazon Global Selling

If this example hasn't quite sealed the deal for you, let's explore another one where we tackled a common issue.?

The Problem: Many exporters were unaware of the valuable tools available on the Amazon Global Selling platform.?

Our Workaround Our forward-thinking employer branding strategy was all about illuminating pathways to success for exporters. Every month, we rolled out high-energy campaigns, tying them to exporter-related festivities, adding that extra dose of excitement.??

We fostered a vibrant learning community organising web conferences and in-person meet and greets, where both seasoned and new exporters could uncover the secrets of AGS' global platform.?

To add a dash of inspiration, we suggested offerings like mentorship opportunities with industry luminaries and Indian venture capitalists through our prestigious Propel Accelerator Program. Our mission? To propel Indian businesses from local gems to global stars – because, at Amazon Global Selling, we made dreams of ‘From India to the World’ a reality.

Making Hindustan Coca-Cola Beverages Great Again

The Problem: Despite their dynamic work culture, the appeal of HCCB as an employer of choice was understated.

Our Strategy

We formulated a concise employer branding strategy that encapsulated HCCB's dynamic culture and THRIVE philosophy. We ensured that these narratives spanned across all echelons - from the corporate office to the factory floor, offering a holistic picture of HCCB as an employer.

The intentional placement of content and banners across the website reinforces HCCB's employer brand, while also creating a seamless user experience for potential employees. The easy navigation and captivating content fostered a deeper understanding and connection with HCCB's employer brand.

Taking the leap

Employer branding is no longer a luxury; it's a strategic imperative. It's the difference between being just another option or being the top choice.?

If you're ready to step onto that stage and dazzle potential talent, we’re here to help. We've captained the employer branding ship, and are eager to guide your company towards becoming the dream workplace. The future is promising, and we could be your ticket to centre stage!