Strategy of HRM to Build Successful Employer Branding

Introduction

Employer branding, which is basically outlined as an organization's reputation as a brand and the value it can provide to its employees. (Recruitee.com, 2021). branding is the way your organization positions itself not to customers, but to latent employees and represents what kind of business you are to work for.

Employer Branding, nowadays, is a highly valued term by Human Resource Planner because it allows them to think strategically for the promotion of Organization image as an employer. Employer Branding is a human resource strategy, which helps management not only to attract and keep employees but also helpful to regain them as they are valuable and faithful assets at a time. It offers both kinds of benefits that economic and non-economic to existing as well as future employees.(Mukesh and Shrish, 2017)

“Employee branding 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 and Mangold, 2005)

Factors that influence Employer Branding

Picture 1

Source: (Recruitee.com, 2021)

Steps to develop an employer branding strategy

Audit the perception of the brand

Before developing an employer branding strategy, it is important you have a clear awareness of how people view the organization initially. Otherwise, how will we know what adjustments are required? A thorough audit of current brand perception, both through the eyes of employees and outside parties, let's understand if current messaging and reputation are projecting the ethics and attraction are aiming for. (Papirfly, 2019). Following picture 2 shows feedback methods.

Picture 2

Source: (David, 2019)

Set measurable goals for your employer branding

It’s important to specify exactly what it is that want to achieve with employer branding strategy. There are several measurable goals that can be set which will help to stay on track, measure your actions and show ROI. These are (David, 2019)

·        To increase job applicants

·        To improve the quality of candidates

·        To boost your candidate's engagement with your brand

·        To build an awareness of your organization as an employer

·        Or to improve your reputation as an employer

Build your employee persona

A candidate persona is simply a semi-fictional image of the ideal candidate. Can create it by defining the characteristics and traits that think the perfect hire should have. without knowing who your suitable candidate is, won't be able to deliver targeted messages to the applicant that want to attract.

Write down your EVP

Finding out what current and former employees value about working for the company will help you to create the general employer brand. The first step in its creation is to write down all your results in relation to the aspects that your employees appreciate the most. This written document is referred to as Employee Value Proposition (EVP) and it’s simply a marketing message that says clearly why an employee should want to work for business (as opposed to the competitors). This may include components such as pay, benefits, rewards, bonus, career progress, work environment, and culture.

Picture 1

Source: (Shani. (2021)

Communication channels

there are interactions between an employer and a candidate before he or she decides to send in their application. Most, if not all of these should be Has been prepared to reflect to employer brand. Below is a list of some of the channels that candidates use to research employers.

Career site or page

Social media channels (Facebook, Twitter, Instagram, Snapchat, YouTube)

Review sites such as Glassdoor

Family, friends, or candidates’ networks in general

Current employees (and their current online presence)

Events

Email communication

Job advertisements

Application process

Interview

Fine-tune the strategy

Routinely tracking, measuring, and analyzing is the finest way to see how successful employer brand strategy is and will make the procedure easier in the long run. the current strategy is not meeting the organization’s needs, then it may be time to fine-tune the plan. And when it reaches all goals, be sure to set new ones and continue with this cycle. (Shani, 2021)

Conclusion

Developing and building a successful employer branding strategy is a brilliant way to increase awareness of the organization and attract top talent. The process won’t give results overnight, there’s no quick fix when it comes to increasing employer brand. So, continue to test, measure and repeat.

References

Recruitee.com. (2021). Employer branding vs. employee branding. [online] Available at: https://recruitee.com/articles/employer-vs-employee-branding [Accessed 16 Dec. 2021].

 

‌Mukesh Kumar and Shrish Kumar Tiwari (2017). ROLE OF EMPLOYER BRANDING IN HUMAN RESOURCE PRACTICES. [online] undefined. Available at: https://www.semanticscholar.org/paper/ROLE-OF-EMPLOYER-BRANDING-IN-HUMAN-RESOURCE-Kumar-Tiwari/f306091c8f6082950712aac5acaa6a2d5a7aa119#related-papers [Accessed 16 Dec. 2021].

 

Miles, S.J. and Mangold, W.G. (2005). Positioning Southwest Airlines through employee branding. Business Horizons, 48(6), pp.535

Shani Jay. (2021). How to Build a Successful Employer Branding Strategy for Your Business. [online] Available at: https://www.aihr.com/blog/employer-branding-strategy/ [Accessed 16 Dec. 2021].

Papirfly (2019). 13 steps to developing your employer branding strategy. [online] Papirfly.com. Available at: https://www.papirfly.com/knowledge-hub/employer-branding/13-steps-to-developing-your-employer-branding-strategy [Accessed 16 Dec. 2021].

 

‌David Hu. (2019). 7 Steps To Creating Your Employer Branding Strategy | M3S Total Talent Solutions China. [online] Available at: https://www.m3ssolutions.com.cn/en/article/7-steps-creating-your-employer-branding-strategy [Accessed 16 Dec. 2021].

‌Smarp.com. (2021). Employer Branding: 9 Steps to Build a Successful Strategy. [online] Available at: https://blog.smarp.com/employer-branding-9-steps-to-build-successful-strategy [Accessed 16 Dec. 2021].