Employer Branding has drawn maximum attention in the recent days not only on marketing platforms but also on job ads where companies are seeking to improve their reputation. It is a process of promotion and creation of a brand identity and developing a lasting positive image in the minds of current and future employees.
The competition for talent on the market for quality human resources has allowed employers to recognize the relevance of employer branding in attracting, engaging and retaining talent. It is suggested that the reputation created by effective use of employer branding will draw talented people to an organization. It involves both marketing and HR, combination of which will help the development and communication of an organization’s culture as an employer in the market place. The employer brand ideally should be consistent with the reality, different from competitors and attractive to the target audience. As has been mentioned in the book The War for Talent by Michaels et al. (2001) the labour market does not allow companies to choose their employees like before 1990s, now the employees choose their companies and to achieve this the company needs to position itself favourably. However, it also takes a lot of work throughout time as following the research by Bersin (2013), it has been proven that nothing is more damaging than an employment brand that does not turn out to be true. This is one of the reasons the company needs to start from within to build its employer brand.
Quality workforce is an important source of competitive advantage and financial success for firms. Employer Branding is much like Branding where you focus on attracting and retaining customers but before satisfying customers you should first succeed in keeping its employees satisfied.
If you would like to read more on how to keep candidates and applicants happy to pass on your desired brand even after rejection I recommend to read this article.
Atri Sengupta, Umesh Bamel, Pankaj Singh, 2015, Value proposition framework: implications for employer branding, accessed [online] at EBSCOhost
Deepti Verma, Anees Ahmad, 2016, Employer Branding: The Solution to Create Talented Workforce, accessed [online] at EBSCOhost
Josh Bersin, 2013, Predictions for 2013: Corporate Talent, Leadership and HR – Nexus of Global Forces Drives New Models for Talent, accessed [online] at http://marketing.bersin.com/rs/bersin/images/SGP01092013.pdf
Wayne F. Cascio, 2014, Leveraging employer branding, performance management and human resource development to enhance employee retention, accessed [online] at EBSCOhost