8 min read

What is Employer Branding and why do companies need it?

There are companies where everyone wants to work, although they may not offer the best conditions on the market from a financial point of view. Such firms have less staff drain even in crisis time and attract the best specialists. This is because these companies are working on Employer Branding and taking care of how their potential employee sees them in the market.

So, Employer Branding is a combination of efforts to interact with existing and potential employees, which makes it an attractive place to work, as well as active management of the company’s image in the eyes of partners, potential employees and other key stakeholders.

In employer branding, a company uses marketing and branding concepts to present itself as an attractive employer and thus to position itself favorably on the labor market. Employer Brand defines how the labor market evaluates the company as a brand. The targeted positive marketing effect should lead to increased efficiency of personnel recruitment and the quality of applicants.

Branding is not the same as identity. 

Many of you still confuse branding and identity, covering the issue with such a “trifle” as logo, pattern, and slogan. Identity is a picture that designers could have made beautifully, but emotionally it won’t tell anything at the beginning of acquaintance. But the brand is a reputation, which is built by painstaking work and emotions.

Branding is not about the superficial perks, free lunch or unlimited vacation. 

The areas of application for Employer Branding are wide ranged, so the CEOs have enough area to act:

/ internal and external value-communication

/ usage of social media opportunities to establish contact with the target group through a career page, career-specific contributions, image films, and employee blogs

/ introduction and implementation of the work-life balance

/ intensive training of specialists and managers about employer brands

/ development of an employer image incl. design of a word/picture logo

/ brand management by experienced employees and strategists

/ diversity management

/ involving employees in the processes

/ optimizing Candidate Journey

/ highlighting the brand’s career page

/ presenting the awards, bonuses, training opportunities and workshops

/ organizing events, competitions, and exhibitions

Not recommended.

Though young people are often impressed by the up-to-date offices and extra 100$ can make a difference for them, more experienced ones do not seek to excesses. The motivation of skilled and qualified specialists is hiding in complex tasks, technologies, experienced teams.

We wouldn’t recommend a “who’s got the best office” competition. There are no winners in this race. You make a cool gym – the competitor will make even better. You need to motivate people at the level of their values because of the ability to develop professionally and make social contributions motivates more than material benefits.

Three-step guidance for the executives how to establish a unique Employer Brand.

    1. Create a talent framework that presents the key qualities, behaviors, and motivations C-suite managers want to see in their workforce

    2. Validate the talent framework. Answer the questions, and make it under the facilitation of your current workforce:

/ What does the employer stand for?

/ What makes it special and unique?

/ Why should employees want to stay with him? How does an employee become more attractive?

/ Does it attract talent that it would like to attract?

/ What makes this target group attractive?

/ Do our values come across clearly?

/ Where can you reach them and how?

P.S. Sure, you won’t ask What’s the worst aspect of our culture? Because everyone remains silent. Better to ask what and why must be improved or eliminated?

    1. Integrate the talent framework into the business.

But do the young, small companies or startups need Employer Branding? Isn’t that a little too much activity for “three new people a year”?

Most of the Employer Branding is led by the brand team. But to make it stick, it must be owned by the CEO. As any good leader knows, the vital job is attracting, retaining, and advancing the best people. Integrating talent into the center of the corporate brand is the best way to do that.

Low budgets do not allow startups to compete with corporations for the beauty of their offices or loud business trips to Barcelona. The knowledge in the field of HR-branding among the founders of a startup makes it possible to transfer competition into the non-material field — to spark the potential for growth, to show the importance of the candidate in a team and a chance to change the business.

Once a startup has a goal to grow into something more, then Employer Branding must become a core part of the overall strategy even at an early stage. And then, even if you hire three people a year, you will be able to convince the best to join you.

The brightest big-name employer brands that are extremely good at what they do.

GOOGLE

“Work hard, play hard. We give our people tremendous freedom. And we underpin our people practices with real science and data. We use science to figure out what makes teams work.” — Laszlo Bock, former SVP People Operations, Google

 

STARBUCKS

“Our more than 330,000 people globally are called “partners” — not employees — because there is a foundational belief in shared success.”— Jeff Lam, Talent Development Director, Starbucks

CISCO

“Cisconians work hard — and we reward hard”. — Charles H. Robbins, CEO, Cisco

APPLE

“We have a lot of different people from a lot of different places, and we are accepting people from everywhere. We have something to offer talking about that kind of environment.” — Tim Cook, CEO, Apple

As well as HUBSPOT, Immobilienscout24, McKinsey & Company, Lufthansa Group, Deutsche Bahn, LIDL, DAIMLER, SAP, Deutsche Telekom, BMW Group, Bayer Pharmacies, Continental Automobile.

Why does one want to work with Employer Branding?

It is a multifaceted sphere with a wide mix of activities. The Employer Branding Developer notes six main directions of work: PR, corporate identity, CSR (corporate social responsibility), event-management, internal communications in the team and social media.

Besides, it is very useful for a business, since with the help of a strong employer brand, your company will be able to increase the number of quality applicants, reduce your costs per recruitment and differentiate yourself from competitors.

We at HRForecast would be proud to help you – this is in our power to combine internal and external perspectives to create your Employer Value Proposition, to tell you how you should target talent and last but not least, and to reveal how to use Big Data to make these decisions.