Employer branding is a term which means that companies market themselves and create a brand so as to attract the top talent after becoming preferred employers. Employer branding creates a positive perception in the mind of prospective employees. Companies wants to become the employer of the choice of right talent. To brand themselves, companies create EVP (Employer Value Proposition) through employer branding activities which shows the exclusive employer offerings which are valuable to the top talent.
Importance of Employer Branding
This term employer branding was first coined in 1990s and since then it is used as a global management practice. Employers want to ensure that to be ahead of competition they attract the right talent, retain their best employees and reduce attrition. Being an employer of choice or a magnet employer helps companies ensure they have a strong and stable workforce. This is where activities related to employer branding are essential.
Employer Branding Activities
How can companies create employer brand? These days companies are using various means and sources for employer branding as illustrated below:
1. Connecting to campus: Companies these days are launching various programs to connect to campuses. It is a kind of background integration so as to attract the talent. By this way, companies also enhance the pool for right talent.
2. Including motivational factors in EVP: Inclusion of motivational factors other than hygiene factors is very important to stand apart from competitors as a part of employer branding. Motivational factors like global exposure, mentorship and sponsorships programs etc. can be added to make EVP more lucrative.
3. Collaborating with marketing team: Companies HRs can collaborate with marketing teams so as to advertise their EVP and create a pool of right talent to tap upon. To create the right supply, companies need to create the right demand and for that companies sometimes need to reframe their perception in the market.
4. Increasing visibility of successful employees: By making successful employees of their company visible, companies can leverage upon their career progression plans for employees as a part of employer branding activities. Successful employees can act as model for other employees as well as perspective employees. Future employees would see getting into the company as a successful step for corporate ladder.
Examples of Employer Branding
Companies use social networking sites like Twitter, LinkedIn and Facebook to reach out to its current and perspective employees through employer branding. Microsoft, Google and PwC are leading in developing employer brand. Multiple videos on YouTube about life in the company, various initiatives, blogs, You Tube channels, Facebook pages and many more are the initiatives taken by these companies for creating an influential brand.
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