EMPLOYER BRAND MANAGEMENT : A HEAD START
Employer branding has been a very popular concept with HR professionals, branding consultants, and market researchers in the recent past.
Employer brand depicts an organization’s reputation as an employer. As the branding of products, employer brand Management is widely acclaimed as one of the areas to strategize while working in the Global arena.
Minchin ton defines employer brand as the image of an organization as a ‘great place to work’. It is the firm’s effort to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer for the working population and appeal to them.
Accordingly to Richard Mosley, the critical aspect is to have consistency between your internal employer brand Management and external brand Management.
A company is challenged to develop a consistent external and internal EB that convince potential and existing employees to work with a specific organization.
Employer brand comes handy while dealing with two kinds of people
- The Future employees- Why should I work for this company and not the competitors.
- The Current employees- Why should I be loyal to this company and feel proud to do so.
To get a positive response for both questions, a company needs to put in line an effective brand management strategy that is consistent with the overall policies of the company. Without a match between the external and internal policies the voice of employer brand will be distorted. The clear measure of a better employer brand would be the ratio of number of offers given to people to the number of people who finally joined.
The recruitment costs and time will come down as the organization becomes more lucrative to join and lesser effort is needed to recruit people. In the long term the right brand Management will definitely help people stay and the reasons will be more than monetary considerations.
Being an employee is an integral aspect of the strategy formulation, it encompasses every aspect of the employment experience, to mould the perceptions of present and potential employees. To sum up, brand Management is not just its outward appearance but the sum of all activities that supports both external and internal image.
The key aspect of brand Management is to understand that it is not just about advertisements or communication collaterals — it is the reflection of what is the reality — present or future
— That the employees experience in the organization
Employer brand proposition
Employer Brand proposition is essential for effective Employer Brand Management. This highlights the attributes that differentiate it from other employers. This also includes the ‘psychological contract’ which tells what the company is expected to do for the employees and what is expected out of employees.
Internal Marketing and Employer Branding
Internal Marketing aims at delivering the message of customer brand promise and attitudes and behaviors expected from the employees to deliver on that promise. It helps in clearly understanding the role of employees towards the customers. But however it is said that the role of internal marketing is short-lived because if the brand values on which the service
experience is founded are not experienced by employees in their interactions with the organization they are working in .This gap is successfully filled in by the concept of employer branding which helps in practicing and seeking to address with a more mutually beneficial employment deal.
Brand management and Brand-led culture change
While brand-led culture change is often the stated desire of these program their focus on communication-led, marketing methods (however, involving or experiential) has been prone to the same failings of conventional internal marketing. As Amazon’s founder, Jeff Bozos asserts: “One of things you find in companies is that once a culture is formed it takes nuclear weaponry to change it”.
In short, every company puts in efforts to tell the present and prospective employees why they should work for them and not their competitors.
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