Employer branding is basically the organization’s reputation as an employer as well as the offer and the value to the employees. Employees are one of the most critical factors in an organization’s success. However, it is becoming increasingly difficult to attract and retain great employees who can help in the growth of the organization. Employer branding strategy is a tool that helps the organization to attract and retain employees as well as increase their productivity in a positive work environment. The top companies such as Google spend large resources in employer branding strategies as it is pertinent to their overall brand as well.
Who Should be Involved in the Employer Branding Strategy?
Employer branding strategy is a wide term with many key departments and personnel playing important roles. The departments and personnel that should be involved are:
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- Human Resources Team: The HR team in any organization is involved in the recruitment and hiring of employees, their growth in the company, performance appraisals, and interacting with the employees on a regular basis. They bridge the gap between the management and the workforce. They should take appropriate measures for ensuring that the employees feel valued for better employee retention.
- CEO: The CEO of the organization does not generally interact much with the employees; still they can play an important role in the employer branding strategy of the organization. They are the top tier in the management of the organization that reflect its brand, which is why they should also take an active part in the formation and modification of the strategies.
- Marketing Team: They are generally involved in the production, sales and advertisement of the product and services of the organization. However, their role in adapting and promoting the employer branding strategy of the organization is undeniable. This also helps to attract quality talent for various positions in the organization at a lower cost to company.
- Brand Advocates: Though they are not an internal part of the organization, they are paramount in the promotion and the overall brand image. They help in amplifying recruitment messages and work culture of the organization to attract good talent and encourage them to apply for positions in the organization.
Benefits of having an Employer Branding Strategy
Some of the major benefits of a great employer branding strategy are:
- It decreases the cost per employee in the organization by more than 40%;
- It attracts more potential employees as job seekers are likely to be influenced by the employer brand of the organization. Thus, the organization can pay significantly lower than its competitors;
- Employees are willing to work in an organization at a low salary if it has a good employer brand;
- It would also decrease the employee turnover rate as employees would be less likely to leave the organization to work at a competing company;
- It would also ensure the financial stability of the organization and boost the revenue and the profit margin as well;
- It provides a good positive environment for the employees to work in and increases their productivity and loyalty towards the organization;
- Additionally, it also improves the overall brand image of the organization.
Therefore, the organization must focus on creating a positive employer brand for themselves and adopting it throughout the various departments and processes. A positive employer brand is important for all the types of organizations, such as institutions, not for profit organizations, irrespective of their scale of operations.