Employer Branding is becoming increasingly important as organisations create a strong business brand. Organisational brand identity is gravitating towards “employee experiences” that gets “amplified” into what the organisation gets known for. Attracting, developing and retaining employees with the right work value preferences can strengthen the connect between the ‘Employer Brand’ and the ‘Consumer Brand’. Seeking this convergence, not only enhances the employer brand equity but also makes the consumer branding strategy more effective. An organisation that is sensitive to building a brand ‘inside’ first before going outside eventually creates better customer experiences hence leading to high brand equity.
Further, in the current recruiting landscape, it is more likely that the job seeker decides where to work, rather than organisation placing its bet on whom it wants to select. Defining and implementing one’s EVP enables an organisation to become the “Employer of Choice”.
Therefore, Employer Branding is not only about selling products and services, it is also a vital way to attract and retain high quality workers. A good branding strategy creates a company image and connects with potential employees on an emotional level. Companies with a solid Employer Branding strategy treat their job applicants just like their customers and actively sell themselves to workers by promoting their most positive points in order to attract workers and stand out among competitors.
Deriving an authentic and credible Employer Value Proposition requires a systematic methodology and deep insights from the disciplines of marketing and the social sciences. It also needs to be nurtured through espousing the roles and responsibilities of multiple stakeholders. Finally, we gauge the effectiveness and measure the impact of the Employer Brand.
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