Indeed, you have heard of these two terms in many occasions, but, as it always happened, they can be a very bit confusing, asking yourself if you truly know what are you talking about when you peach certain ideas to your associates.
In this article, we are gonna talk about the main differences between employee branding vs employer branding, so that you can clear once and for all your doubts about them.
The differences between Employee and employer branding
Employer branding is described as the reputation of a company as an employer, determining if it’s a good or a bad place to work. All of this speaks to the value proposition for your employees, as opposed to the corporate reputation itself. It is a more emotional statistic than a business one.
Any company that has a good employer branding will always be more considerate and attractive as for that one that promotes a bad work environment, poor salaries and, in a few words, is not worth to work for.
In the other hand, the employee experience is the personal experience of your workers. This data is based on what they live in a day-to-day scenario, together with the people that work for your brand.
These can go from what they feel, how they perceive the company, how they consider you as and, in short, the experience that they tell others, making a case on how is like to work for your company, picturing a true image of what are you projecting to them.
Making it short:
The differences between employer branding and employee branding are told by the point of view of their experience working for you. All lies in the fact that the former is the image that the brand tries to project, with the other being the emotional and personal experiences of each of the workers.
When you are the main responsible for growing a company or brand, at some point, you will always have to wonder if there’s a way to get the talent you wish for. Obviously, that is totally possible, but is more the way you do it, than the result itself.
By taking actions that powerfully influence your target candidate, you will find difference candidates, resulting in different branches to affect directly into the benefits that the employer branding can achieve for your brand and your company.
The reason of all these are that this employer branding is a conscious effort to develop a brand vision. The best one at that, so others can perceive what this represents to your employees and yourself.
While your workers experiences is something very intuitive that appears in the employee, as a company you cannot control any of it directly. Your best option is to improve your image, and with it, the perception that they will have over you.
Meet their expectations through the Employee and employer branding
If you can have a solid, strong and authentic employer brand, this will translate as a very powerful tool. That will attract new talent, specially the one you are looking for.
That being said, there are cases where there is a strong disconnect between what you think you are offering to your workers and what they perceive at the other end of the line when they start working for you. And that is the most problematic context of all.
Any prestigious business have to achieve, at least, that 80% of the employee turnover has to occur because they have a good experience. And not the other way around, which is what is happening in some companies or brands, now less popular and important.
Never cheat on what you can truly offer to any soul that comes to work for you. This will always come back to hit you in the head, leaving your branding image on the floor.
With that in mind, you have always to consider employer branding as the marketing tool that it truly is. Helping you describe the true advantages and benefits that your workers can expect to have when joining your company.
That will be, indeed, your strongest possible recruitment strategy to build a good relationship among your employees, differentiating you from any of your competitors.
The University of Harvard has stated that a company with a good employer branding strategy attracts four times more workers than any other one that does not use it. In addition to that, it also reduces the cost of hiring by 50%, which is a win-win situation for you.
The alignment and consistency of the employee and employer branding strategies
The true secret is to find the perfect balance when you align the anticipated and actual working experience of your company. Doing that is going to require a lot of planning, specially on the messaging, style and the one used to communicate what your brand is all about.
This will highly benefit your hiring process. During the initial time the employee starts working with you is when he will see that he has not been fooled.
Also, it will be critical to set realistic expectations of what working at your brand involves and what the day-to-day is like. So, the message is clear: never ignore the experience of your employees.
If you fail to do that, the current prevalence of social media with respect to your employer branding will be severely damaged. Having to creating new forms of communication in open channels, mandatory if you want to align the employee’s experience with the values you want to promote as a brand.
For any employer and employee branding strategy to work, you must always focus on positively inflecting the existing and potential employees beyond anything. This is the only real way to get the best talent possible. The human capital will always add value to your branding and, the more distinctive this one is, the greater value will have.
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