An employer brand is the image an organisation portrays to its current and potential employers, as a great place to work.
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To be a brand employer, an organization should have an employer value proposition (EVP) which is shown in its actions and is affected by its policies and practices.
The first step to effective employer branding is to communicate the organization's vision and policies to its prospective employees.
Companies that have a strong employer brand are featured in popular magazines attracting smart candidates. It is essential the brand rings true through all the stages of the company's employment process. In other words, do not describe your company to be something unless you can prove it to be true through policies and programs.
Check for discrepancies between words and actions of the company on a regular basis, to ensure authenticity of the brand. In this way, candidates will not find and fault insincerity and will recommend your company to others.
A good way to find out what employers think about the company is to conduct timely surveys asking them about their impressions on the company and suggestions to improve it.
Some of the typical questions that may be included in the survey are appealing aspects of the company, satisfaction rates based on the work environment, pay and other tangible benefits, cutting edge work, infrastructure, superiors etc. These surveys should not be limited to current employers but to departing and potential employers.
Beyond surveys, appropriate research should be done to find out what employees expect and what successful companies offer. Other techniques to ensure a distinct employment branding are:
- Partner with the marketing team to ensure that employment brand aligns with corporate brand initiatives
- Institute employee trainings to attract and retain employers at every touch point of the employment life cycle.
- Reward and recognise employees for their work. In today's world, employees look further beyond a fat pay slip to satisfy their organizational needs.
Value employees like customers and go that extra mile to retain them while attracting more of the right kind of talent. In order to achieve greater commitment from employees, it is necessary that they believe in the brand they work for, and compete in a healthy manner to achieve greater productivity.