One of the most precious elements for a company is the brand. For this reason, the management of it represents a fundamental action for each company. Companies usually focus their brand management or branding on improving their products, but it is also crucial to work on internal branding, i.e. focusing on employees.
The concept of employer branding refers to the long-term tactic that an organization employs, which focuses on developing the understanding and perception of both its future and current employees. The latter allows the organization to have a new orientation that distinguishes it from its competition and enables it to achieve benefits within the labor market.
Employer brand management involves applicating marketing expertise to develop the company’s image as a good employer. The purpose is to convince potential employees to join the company and at the same time to retain current employees. For this, it is crucial to emphasize the advantages that the organization provides to its employees.
Employer branding is aimed at creating a corporate image that promotes the organization as an excellent workspace to its employees, investors, customers, and potential candidates.
The purpose of employer branding is to develop the company as an excellent employer to achieve a privileged position among its competitors, favoring the attraction of new personnel, recognizing the value of its current employees, and implementing corporate and permanent guidelines.
Importance of Employer Branding
Employer branding represents a tool that provides important benefits to organizations for the recruitment and retention of personnel. But the advantages are not only limited to staff retention as they also reflect in the profits for managers and the company in general since it favors the achievement of goals and objectives.
Employer branding tightens the relationships of two primary areas in all organizations: Human Resources and Marketing. The joint work of these two areas allows the organizations to implement actions to know the insights of future employees besides the current ones, achieving that the company has greater visibility as an employer so that the attraction and retention of personnel obtain better results.
Among the main benefits resulting from employer branding are:
- Satisfaction of current employees for belonging to a recognized company.
- Decrease in turnover and absenteeism.
- Decrease in costs in recruitment and selection processes.
Increasement in retention of human resources.
- Employees become representatives of the brand by recommending it.
- Progress in the organization’s social and advertising image.
- Increased employee commitment.
- High productivity indexes.
- Time reduction in talent attraction processes.
- The attraction of successful work profiles that guarantee good performance.
Employer Branding Process
The employer branding process involves the following steps:
- Identifying the perception that current and potential employees have about the company.
- Defining the brand image you want to achieve.
- Designing and implementing actions to gradually approach the expected brand image.
- Monitoring the results of the implemented actions to evaluate if the intended outcomes were achieved and, if not, taking other measures.
In the process of creating and developing the employer brand, it is good to consider the influence of several factors, among them:
- The organization’s origin and history as well as its founders.
- The organization’s mission, vision, and values.
- Organizational climate and culture.
- The organization’s policies that are aimed to foster fair treatment of its employees.
- High possibilities for professional growth and development.
Why should I develop an Employer Brand?
Among the main reasons to start creating an employer brand are the following:
With the development of new technological tools, the need for new jobs has also arisen, and because they are new, many companies find it difficult to attract these profiles.
The high demand in the labor market allows employees to choose based on the benefits that each company offers, hence the need to position themselves as an excellent employer.
At present, most people are looking for a job that allows them to enjoy family life as well. For this reason, the companies that allow their employees to balance work and family life have an advantage over other companies when it comes to attracting human talent.
These days, telecommuting has become more relevant because it allows flexible hours and little or no mobility, which means more time at home with the family since employees enjoy more free time at the end of the workday by not investing time in moving to the office.