Is Employer Branding about Brand Image? The answer would be both ‘Yes’ and ‘No’. The crux lies in identifying that aspect of ‘Brand Image’ that adds to the employer branding. A ‘Brand Image’ is often loosely used to denote multiple of things, however, as we try to segregate each of these aspects we often find that some part of the ‘Brand image’ is consumer-centric and rest is employee-centric categorisation.
Let’s understand by taking Nestle as an example. Nestle is a company or a brand which manufactures many kinds of food and beverages. From the consumer’s point of view, it is the quality of those products which establishes Nestle as a reliable brand. However, from an employee’s perspective, it is not the end products which is of utmost importance. Employees are more concerned about assessing ‘Nestle’ as an employer. Does Nestle as a brand gives enough scope for growth to its employees? Is the remuneration good? Is working with Nestle enjoyable? Is there a harmony in the workplace? All these vital questions raised, create a brand image of Nestle as an employer.
Even though a good brand image amongst employees plays a significant part in creating a successful employer brand but it is not the sole mojo. There are significant things which pave the way for a successful employer branding. We have often heard of this old English proverb-
“The way you’re perceived is the way you exhibit.”
It is the Employer Value Proposition or EVP that is itself a tool to convey the right message a brand wants to portray to both its current and potential employees. So what is the role of EVP? Why is EVP an important part of employer branding?
The term “Employer Branding” is a recent one, since post globalisation every brand wanted a share of the talent cake to push beyond the horizon and carve a niche. While the old big brands were still attractive but the monopoly was lost due to an increasing number of other smaller players who would offer better salaries and perks while hiring.
It is the magic of EVP that can prove most successful in talent acquisition and the brand must be able to communicate that in their recruitment marketing channels. The EVP should permeate everything the potential candidates can see.
Below are 5 tools that can be the initial kickstart employer branding:
- Social media – No employer can do away with Linkedin, Twitter, Facebook and Instagram as they are an indispensable part of reaching out to more and more people. Companies can push forward any information, recruitment news, articles etc to attract a larger traffic. The presence of employees on Linkedin can create a positive impact on prospective hires and by browsing over their profiles candidates can peek inside work-culture of an organisation.
- Review sites – New era employees and prospective employees are superbly connected by a fast internet and it takes minutes to post their feelings online. Such reviews can be very beneficial in proving the credibility of any organisation without investing much. Glassdoor and Indeed company pages now allow you to publish content like pics and status updates. This really helps candidates to know more about the organisation.
- Content marketing – Internet seems to be our first and last resort to gather any sort of information these days. An average man spends approximately 4-5 hrs a day and this domain can be transformed into something profitable for the brand in many distinct ways. Companies should start their own blog and can create awesome content based on various issues concerning market, jobs, employee experiences etc. Readers will often get attracted to such posts and can be instrumental in increasing publicity.
- Career site – Every organisation has one but how can it be revamped and used that it becomes more useful? The days of conventional 9-5 jobs are fast losing their sheen, everyone seems to be more interested in a startup like environ which is away from conventional trends. Similarly, your career site should translate this mental trend of the organisation. Make the site more mobile friendly with lots of useful graphics and keep it simple! Everyone appreciates simplicity and freedom.
- Job descriptions – Jobs can be simple if it is conveyed well without inclining on the use of too many adjectives. Since we all are learners, your job description should convey the clarity the employer has about different roles that you are hiring for. Make the functioning more smooth and transparent without adding extra things which do not add up to any productivity. Because in the end, it is the work and productivity that matters. Give your applicants as much feedback as possible.
Though these are pretty simple steps to start with fast as Employer Branding can get more complex and innovative as one gets more deeply involved in it.