Is defined by a customer's overall perception of your business. The founder of Amazon, Jeff Bezos, says it even better: "Your brand is what other people say about you when you're no in the room." You build your people within the organization and then in turn people will build the world renowned brands which automatically creates brand loyalty and ownership by your employees.
Chairman of Procter and Gamble company emphasize the Power of Brands. The best brands consistently win 2 critical moments of truth,
1. Consumer decides whether to buy one brand or another. 2. When he or she uses the brand and is delighted , or isn't .
Brands that win these moments of truth again and again earn a special place in consumer's hearts and minds. strong brands are something consumers recognize and trust. Employers may benefit from the positive outcomes, such an increase in the value of the company, Brand recognition can mean a reduction in advertising costs, loyalty from customers. But there is also a risk , if the brand is damaged it can take considerable time to recover.
The key characteristic of a Brand.
1. It's recognizable.
2. Deliver consistent performance.
3.It possesses a distinct promise.
4. It creates an emotional bond.
Employer Branding ?
Employer branding is a concept that was developed in the last years of the 20th century. 21st century employee branding become most important aspects. Employer branding will differentiate the organization from it's competitors.
Employer branding means as employer's reputation as a place to work & their employee value propositions. This can be done internally or externally. It encompasses everything you do to position your organization as an employer of choice and great place to work.
In simple terms, its what job seekers and employees really think of the company. It's what they tell their friends and family when you aren't around. Though it may not be tangible. It is based on a number of factors including company culture, work environment, and employee benefits.
Employer brand is not something actually own. Reputation as an employer exists in the mindand hearts of candidates and employees and it is shaped by their thoughts and impressions. This term commonly used for the talent branding. The employer branding strategy becomes a critical factor in addressing talent shortage. The organization's mission, vision should be defined on branding communication.
For an example : when we focus on Sri Lanka, many job seekers even myself, try to go to organizations like John Keels, Mas Holdings, Brandix, And Hayley's, because of their brands attract people.
Apple, Google have demonstrated that they have created an impression as best employer brands.
Lithium Technologies which has built a career's page with the voices of its employees to convey employee review which will give publicity to their employee brand.
Definitions
1. A set of attributes and qualities, often intangible, that makes an organization distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture. ( CIPD , 2008 )
2. The concept of employer branding addresses the proactive management of an organization's image as an employer, as perceived by current and potential employees and to a lesser degree, by the public, ( Rampel et al , 2011)
Branding inside out and brand ambassador concept ?
This can be logo design, name selection and or messaging. These marketing efforts tell a story to attract find retain customers. Organization branding tells customer what to expect. An organization maintains a competitive edge with a consistent and proper branding strategy.
Human Resources becomes a critical one in this branding process. From recruiting the necessary talented workforce to retaining high- performance employees, HR has the potential to make or break the company's branding. Having right people at the right time.
Involving employees.
This is an initial conception is essential. Employees full fill the promises made by company branding. When employees are involved in the branding process, it increases employee engagement. An engage workforce is more likely to report positive feedback of the organization.
Employees can be the biggest brand advocates for an organization. Employers and managers should be educated on the employer brand. This education can be completed through training, coaching and consistent meeting.
How to build an employer brand ?
1. Conduct and employer brand audit
we cannot hope to influence or manage employer brand, if we don't know what is is people think about the company, so an employer brand audit is the first step.
Examine everything, you're saying to candidates and employees that could impact their perception of the company. Job description, career page, social media, profiles onboarding materials, internal communication, performance reviews. If it is exists analyse it.
2. Get some feedback from candidates and employees.
the idea here is to understand how they really think and feel about the company and ask question that will provide meaningful information .How would they describe the company to their friends? Why did they choose to apply ? Why did they reject their offer? Why are they leaving the company?
Once complete the employer brand audit will help to identify and corrects the gaps that exist between how the company is presenting itself and how it is perceived by candidates and employees.
Component of an Employer Branding?
1. Employee Value Proposition (EVP):
This is why people come work for you, why they stay, This is the heart of the employer branding.
EVP is a magnet that attracts job candidates.
Minchingon (2005) defines EVP as a set of associations and offerings provided by an organization in return for the skills, capabilities, and experiences and employee brings to the organization. The EVP is an employee - centered approach, that is aligned to existing, inter grated workforce strategies.
2. Culture
Culture is shared a set of beliefs. Make sure employer brand accurately reflects the culture so that we aren't mistakenly trying to sell someone a bill of good.
3. The candidate experience & rewards
You're trying to hire great people, so make a good impression right from the start. If you want retain best talents, then your total reward management system should be in pair with the modern day practises and it should be competitive.
Implementing Employer Branding Strategy
1. Dob Description : The first interaction job seekers will have with your company so make sure they reflect your employer branding.
2. Career Page : Is the anchor of your employer branding materials. One of the most important touch points with potential candidates and as well as job seekers, out side world.
3. Online Reviews : Every job seekers go through employer reviews before applying to a job , and coming across a positive or negative review by studying reviews.
4. Candidate Experience
Advantages Of Employer Branding
Ref: Effects of employer branding (Backhaus and Tikoo 2004, page 505)
What is Employee Branding ?
This is opposed to employer branding is the process of showcasing the top performing employees and giving publicity to that fact. By that process the best employees who are champions in their own disciplines such as customer champions, productivity Champions, Sales Champions, People Champions and etc.
There by they become the company's brand ambassadors. And are well recognized in the public. Thu they become the brand ambassadors of their organization.
employee branding is the process of getting employees on board with the mission, values, and vision of your organization .which motivates them to help convey those messages to customers, stakeholders, prospects, and other employees.
Employee Branding is defined as the "Process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents" ( Miles & Mangold)
Objectives Of Employee Branding
1. Expansion of employee empowerment.
2. Improvement of employee loyalty.
3. Improvement in reputation of company in the market .
4. Increase the motivational level.
Building an Employee Branding Program
.
1.Teach your company values: If employees don’t know Vision, mission, company values don’t understand them or, don’t see leadership practicing building an employee brand won’t be easy. Defining these values and promoting them within the organization is a first step to building an employee branding programme.
2. Improve the candidate experience : To build an effective employee branding strategy, you must understand the candidate and employee experience because it has a major impact. Employees should feel empowered and trusted to share their feelings about the brand, both good and bad. Especially the bad.
3. Create a Consistent Employee Communication : Communication is important, no doubt, and most organizations generally have some strategy for reaching their employees.
4. Brand Training : Your employees should love to learn; giving them opportunities to not only better their work, but also improve their career trajectory and develop themselves professionally is important.
The Difference Between Employer Branding & Employee Branding
Video
Conclusion
you don’t have to choose between employer branding vs. employee branding . The best approach is a hybrid solution to recruit top talent and then turn them into brand ambassadors. You can hire or outsourcing partners to help to launch a successful employee branding strategy. However, they should be aware of your employer branding objectives so that they’re able to fit the new resources into your existing business plan.
This blog nicely outlines the concepts of employer branding and employee branding, while exploring how both are crucial to a company's reputation and success.
This blog offers a perceptive contrast between employee and employer branding. Developing a solid corporate reputation requires an understanding of the interactions between these two ideas. Employer branding helps to draw in talent, but employee branding enhances that standing internally.
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well explained.good job.
ReplyDeleteContent is very useful.
ReplyDeleteThis blog nicely outlines the concepts of employer branding and employee branding, while exploring how both are crucial to a company's reputation and success.
ReplyDeleteGood article , very well explained
ReplyDeleteThis blog offers a perceptive contrast between employee and employer branding. Developing a solid corporate reputation requires an understanding of the interactions between these two ideas. Employer branding helps to draw in talent, but employee branding enhances that standing internally.
ReplyDelete