EMPLOYER BRANDING : RESOLVE 2 KEY HR CHALLENGES NOW !
As of now we saw how the concept of employer branding relates to different management fields, now however we would come over to its contribution and effect in terms of the area of Human resource management.
The employer branding approach can potentially help to address two of the key challenges at the heart of HR management. As Dave Ulrich pointed out in ‘Human Resource Champions’, the first of these is HR’s requirement to be both a partner to the business and employee champion.
The tools of branding management are designed to address this balancing act by helping to define and mediate between the value of the brand to people and to the business. It’s generally in the customer’s interest to demand more for less. It’s generally in the business’ interest to offer less for more.
If this sounds familiar in the context of employee pay negotiations, we believe there is a distinct benefit in extending this conscious and explicit balancing act to the broader relationship (the ‘psychological contract’) between the employee and the organization. The second challenge is the requirement for HR to be both agents of change and guardians of stability.
As Ulrich points out:
“Businesses must balance the past and the future…the benefits of free agency and control…efficiency and innovation”.
This second balancing act is also a central feature of effective branding management, and we believe that the well-honed tools associated with this discipline can be of great benefit to the HR profession in addressing this complex and highly demanding task.
A further major benefit of adopting the employer branding approach is the scope it provides for more seamless integration with the ‘external’ business agenda. Adopting a ‘joined- up’ model of internal and external branding relationship management can help to clarify and resolve many of these apparent conflicts and ensure that both the internal and external agendas can be brought together efficiently
Any activity that an organization undertakes influences the people’s perception of the employer branding and the employment experience. It helps the organization in identifying its position in the market as a present and potential employer and as having a good relationship with the customers.
The three major benefits of strengthening employer brand identified in separate studies
Conducted by Hewitt Associates, The Conference Board and The Economist are cited as being:
- Enhanced attraction
- Retention
- Engagement
Figure 1 Employer branding – The total Journey
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I will make sure to bookmark it and return to read more of your helpful information. Thanks for
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