This only means being valued is becoming more important than the brand they work for or the salary they get paid. Due to this, right from large-cap to midcap and small-cap firms all are now keen on raising the stakes high in terms of employer branding. Some are heavily investing to hit the right chords at the right time.
What is Employer Branding?
To define employer branding, let us take the example of the Tata Group and the Founders. Tata Group is the most respected organization in India and the entire world. Unlike the Ambani family, they are not the richest. But, a major part of their profits goes into philanthropic activities.
Even during the 2008-09 global recession times there were media reports of Tata reducing its workforce, but on the other hand, they were helping the same employees to get a job elsewhere.
Therefore, in India, several people in Tier-1, 2, 3 and 4 cities are keen on having a career with the Tata Group. This is the best example of Employer Branding. People see the Tata Group in a godly perspective and crave for a career any of the companies under the Tata Group.
To summarize as a definition, Employer Branding is the effort of managing and influencing your brand reputation among job seekers and the societal strata to garner positive attention. But not essentially, everybody has to follow the Tata model. Some companies are still respected for various other aspects too and that is because they managed to make an impact in the particular sector.
Why should employer branding be taken seriously?
More than 60 percent of the job seekers today wish to understand the culture and values of an organization even before they seek an opportunity. Shockingly, nearly 70 percent of them are keen on rejecting the offer from your company if it has a bad reputation.
This trend began emerging from the late 1990s when the concept of online job information portal came into existence. Until then, people were either applying for jobs through newspaper ads or referrals or by personal visits. In the current times, there is abundance in terms of information in the public domain. Anyone can anonymously publish all the negative information about your brand in the public domain irrespective of it being false.
For example, let us say someone is searching about your brand online and they see reviews about your company in job seekers forums which is completely false. Therefore, the possibility of a potential candidate wanting to work for your company and its ethos has already made his/her mind to ignore a job offer.
Therefore, one has to ensure all the positive and true information about your brand must be well promoted in the online forums and job information portals so that your brand is not misunderstood because of the misinformation created by someone else.
How to develop an employer branding strategy for your brand?
Developing an employer branding strategy for your organization can be made seamless provided you have an eye for detail and persistence to look into all corners of the public domain.
Participation in Online Forums – Wherever there is a job seeker forum with potential candidates, all potential information about your brand must be enriched in that forum.
Enriching Job Descriptions – While posting a job description one has to ensure that the core values, ethos, vision, and mission of the company is well imbibed in the description. Followed by the expectations from a potential candidate. Moreover, one has to also ensure the given information is inviting and future affirming.
Crafting your Career Page – Career page is the primary gateway for a job seeker. While searching for a brand online, a job seeker will often type your brand name followed by careers/jobs. The search engine will take them straight away to the career’s page of the employer’s official corporate website. Hence, this page must portray all the positive aspects of your brand. So that a job seeker is wanting to work for your company.
Leveraging Success Stories – Success stories need not be of your clients, but of your employees too. You had loyalists with whom your brand grew from baby steps. Promote such loyalists and make them your brand ambassadors.
Precisely, survival is not only based on client retention. It depends largely on employees and how they portray your work culture outside office. Even if a small amount of bad mouthing happens, your brand will begin diminishing gradually. Hence employer branding is the future of brand survival if you are serious about taking your brand for generations to come.
On the other hand, brand managers should also look at how the brand is coping up with changing times and generations.
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