Will you buy me??

Mr. Gavin Richardson, the HR head of a leading consultancy firm, is driving to one of the most prestigious B schools of country. Looking at the astounding CVs of potential employees on his laptop, he was optimistic about signing up the top talent for his firm.  But on arrival, an enervated sight was ready to greet him. Only 10 students had turned up for the recruitment process. A mere 2.5% turnout for a 20 year old firm offering a stupendous package. Reason, a certain site named Glassdoor bellowed of the excruciating working atmosphere and stress in the company. 

Step into the world of employer branding. Where the organization and the employer, not the employee, has to create an impression of who you are and what you stand for. Coined by Simon Barrow in 1996, the definition of employer branding goes as “Package of functional, economic and psychological benefits provided by employment and identified with the employing company”. In other words, it promotes an organization as the employer of choice to desired target group of its ideal employees to secure the achievement of company’s business plan. 

According to the Times job survey, 66% employees agreed that brand name and organization image matter. In an another research by Business and research body CRF institute in 32 countries, 59% employers believed employer brand management is the key to HR Strategy. So, why has employer branding has become a topic of such paramount importance in today’s world. The answer is in the various aspects a job aspirant sees in his potential recruiter.

In modern era, career is an important part of people’s identity and an integral part of their life. For them, it is not just about making money. But more than that, they look for meaning and purpose in their job. Questions such as ‘why should I work here, how does it fit in my life goals or do I relate to the company’s long term objectives’ are gaining prominent voice. Individual attitudes and perception are gaining a stellar role in any firm. Putting differently, people are more of having fully developed minds than heads full of just facts.

All this puts HR firmly on the frontline, with responsibility of branding and brand strategy. It becomes his foremost task to create and maintain an identity that is true, credible, relevant, distinctive and inspirational. He should be able to evaluate the potential employees’ career expectations, formulate company’s strategic objectives and Employer Value Proposition (EVP). EVP is set of unique employer offerings which makes it an exceptional employer which involves:

·         Salary

·         Employee benefits by employer

·         Job security

·         Work life balance

·         Pleasant working environment

·         Career progression opportunities

Effective employer branding is combination of market research, advisory services, marketing and communication to achieve a credible and desirable brand position. It begins with understanding unique employer qualities and continues into sustaining the employer brand as living, vibrant and attractive entity. HR provides the ideal forum for investigating, influencing and defining the brand culture. People appreciate being engaged with and listened to. By involving employees in the process, not only can HR create essential brand expressions that have traction, it can also reduce the ‘not invented here’ resistance that is the downfall of many new branding initiatives. 

So, “How to create a brand image”? The answer would be Differentiation. Most of the companies are associated with many generic opportunities. But without key differentiation, all employers start to sound alike. Candidates are left with broad, ambiguous image and their questions of associating meaning and purpose to their work remain unsolved. For most people today, work is an extension of their values. Companies that understand this quest are able to differentiate themselves from the crowd. These companies include names like Google, Microsoft, Apple; giving a relaxed and creative work environment, international atmosphere and innovative products.

Thereby, to make an impact on business, HR people are thinking like marketers. Employees are venting on Glassdoor. Job seekers are asking questions on LinkedIn. People are talking about company. And on internet, the conversation never ends. And as such, the role of employer branding is becoming preeminent for the HR department across the globe.