The benefits of employer branding are many. Employees are the ones on the front line materializing all customer desires. So if you can engage employees with the company’s value propositions, you can also engage customers in your brands.
More and more companies are relying on employer branding techniques to attract not just employees but customers for their company.
Employer branding is about enhancing your reputation as an employer. Usually, the concept is associated with the success of companies in the selection and recruitment of talent, but ideally, it is also about retention. Let’s see what is and what is not and what are the benefits of good employer branding.
What is employer branding?
Employer branding is defined as the thoughts and feelings which people associate an employer with, both positive and negative, both true and false, based on direct or indirect experience. In other words, employer branding is about how a given work experience company is perceived.
Many factors can affect the image of any company, and the employees’ decision to stay with it. Employer branding is a strategy for building and maintaining a company’s positive image. Its target is not the end customers, but the employees.
When thinking about how any company can improve its image towards its employees, the first thing that comes to mind is appropriate compensation policies.
Obviously, this is an important factor, but most of the time it is not enough. In order to take full advantage of the benefits of employer branding, it is necessary to involve all sectors of the company and for the Human Resources area to have a more strategic vision of its activities.
Candidates valued flexibility at work, physical space, the environment, development opportunities, and the relationship with colleagues and managers when they are choosing a company to work for. So a good employer branding must focus on improving and highlighting these aspects.
Employer branding is a long-term project, the benefits will not be seen overnight. So for a successful implementation, you must define, and understand your business’ values. Let’s take a look at some tips to implement a good employer branding plan.
How to implement good employer branding
What works in this area is a set of initiatives, not isolated actions. Therefore, the first step is to define and identify the values of your business. Then you can begin to work from there and build your plan based on the company’s strategic pillars and company culture.
If the company reproduces concepts that are not aligned with their mode of operation, nor do they coincide with the objectives of the organization, It will be almost impossible to apply employer branding strategies.
So it is important to have a clear mission, vision, and values that differentiate your brand from others. This way it will be easier to establish and define your employer branding plan.
Any good employer branding needs to follow three strategies: Planning, Focusing, and Experience
Planning
Planning must consider the objectives, but also the available resources, a timetable that must be feasible (based on real data), and the indicators that will be used to measure results. Objectives must be feasible and based on real data in addition to the indicators that will be used to measure results.
It is important to collect these results in order to be able to plan in the short, medium, and long term. Remember that effective employer branding must be a long-term project.
Focusing
To enjoy the benefits of our employer branding plan, it is essential to identify the levels of the company that should be prioritized and focused on because they have a strategic function on the success of the plan.
It is necessary to focus on consumers and potential customers within the company because they will not only help to generate faster results but will also help in the implementation of the project. Manager engagement is also vital as they are the direct recipients of employee complaints and comments.
Experience
Employees should be seen as potential consumers of the brand. They should be the first to validate your initiatives. So evaluating their daily work and general experience within the company is very important.
Assessing the internal environment is a priority, as it can lead to good initiatives, and how to communicate them properly. It is not enough to do, it is necessary to show what has been done to ensure the right impact for the strategy. After all, employer branding is about improving the brand image.
Now that it is clear what it is and how it can be applied, it is easier to see the functional benefits of employer branding.
Functional benefits of employer branding
Nowadays, it is increasingly important to project a good image that differentiates your business from others. Having people in your company to help spread the word about its qualities can make a big difference in the bottom line.
Employer branding focuses on improving the work environment, engaging employees in company policy, and creating brand advocates within the company, so it vastly improves productivity levels.
This is not too hard to imagine. An employee satisfied with his/her work and proud of the organization seeks to redouble his/her efforts and wants to meet the employer’s expectations.
A company with a good image and a reputation for a good work environment will attract more qualified employees, which reduces the amount of time and resources usually required to find the right people for any given job. It also makes for more competition for jobs, which makes employees strive to keep them.
It can also increase economic benefits by improving relationships with suppliers. The better the company’s image, the easier it will be to establish good deals, as suppliers understand that they can add value to their operation by partnering with reputable companies.
The more involved employees are with internal processes, the better. And the more positive the company’s image is, the more likely it is to succeed with its employer branding strategy and leverage its benefits.
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