Employer Brand

Employer Brand

 

Employer brand is essential factor when attracting candidates to an organization (Armstrong, M. 2011). An employer brand is an important aspect of the employee value proposition because it is essentially what the company communicates to potential and current employees as its identity (SHRM, 2022). Employer brand is described as what is exceptional or unique about a company which will attract new employees and urge existing employees to stay (Armstrong, M. 2011). Nothing adds value to a recruitment firm more than the ability to attract applicants and clients due to its brand (Brown, J.N & Swain, A. 2009)

 

Employer branding is the process of establishing a company's brand image in the eyes of potential employees (Armstrong, M. 2011).

 

An organization to be attractive, it’s not only financial factors like remuneration matters. Armstrong, (2011) has highlighted below non-financial factors that are essential for employer branding.

Non – financial factors vital for employer branding (Armstrong, 2011)

·         Attractiveness of the organization

·         Responsibility – corporate conduct and ethics

·         Respect – diversity and inclusion

·         Work life balance

·         Opportunities for personal and professional growth

 

Developing employer branding

 As per the Benton, C (2019), highlighted in his article about “5 Tactics to Improve Your Employer Branding In 2019” below are some methods to improve branding as an employer.

·         Invest in social media

·         Watch how you reject applications

·         Cultivate culture

·         Setup sizable referral system.

 

Further Armstrong (2011), introduced below points to develop the employer brand

·         Consider what ideal prospects require and want when selecting what should be supplied and how it should be delivered.

 

·         Determine how far the organization's core values promote the establishment of an attractive brand and ensuring that these are reflected in the brand's presentation as long as they are 'values in use' 

 

·         Define the brand's characteristics based on an examination and review of each of the factors that influence people's perceptions of the organization as a "great place to work" – how people are treated, the provision of a fair deal, opportunities for growth, work–life balance, leadership, management quality, involvement with coworkers, and how and why the organization is successful.

 

·         Benchmark the approaches of other organizations

 

·         Be honest and realistic

 

Branding is very important to an organization and it will not only reduce the attrition but also ensure you have good match for the vacancies (Brown, J.N & Swain, A. 2009)

 

 

Referencing

 

Armstrong, M. (2014), Armstrong’s Handbook of Human Resources Management Practices, (13th edi, ), Hong Kong: Jellyfish.

 

Armstrong, M. (2011), Armstrong’s Handbook of Strategic Human Resource Management (5th Edi), Hong Kong: Graphicraft

Brown, J.N & Swain, A. (2009),THE PROFESSIONAL RECRUITER’S HANDBOOK, Derby: Saxon graphics ltd

Web Article: Benton, C (2019), “5 Tactics to Improve Your Employer Branding In 2019”, date viewed: 1st of May 2022, https://www.ana.net/blogs/show/id/mm-blog-2019-07-5-tactics-for-employer-branding

Web Article: SHRM, (2022),  “What is an employer brand, and how can we develop an employment branding strategy?”, date viewed: 1st of May 2022, https://www.shrm.org/resourcesandtools/tools-and-samples/hr-qa/pages/cms_023007.aspx

 

 

Comments

  1. Pavani Damsara SamarasingheMay 5, 2022 at 10:50 PM

    Hi Nuwan, I agree with your blog. trust and dedication Improved HR can improve the return on brand equity from external customers, while strong corporate equity with the brand's customers can improve the return on HR. To verify the reciprocal benefits of closer alignment of HR and marketing processes, formal,  the larger-scale study would be required. (Ambler, T. and Barrow, S., 1996)

    ReplyDelete
    Replies
    1. Nuwan Hasitha DiasMay 6, 2022 at 6:05 PM

      Thanks Pavani for your insight. In that journal they discuss whether they can use marketing management technique to HR.

      Delete
  2. UdanaMay 6, 2022 at 12:47 PM

    Hello Hasitha. You've chosen a very good and uncommon topic. I would also wish to contribute an insight upon employer brands. The employer brand as I feel has an immense affect from its organizational culture. A recent study by Akuratiya (2012), showed that perceived employer branding had significant influence on perceived organizational culture and employee identity and in turn they had a significant effect on employee commitment.


    ReplyDelete
    Replies
    1. Nuwan Hasitha DiasMay 6, 2022 at 6:23 PM

      Thanks Udana for you comment. Further, Brown, J. N. & Swain, A. (2009) highlighted that more candidates will try to connect with your organization by believing that organization always attract the best and most candidates.

      Delete
  3. Ashanthi RajapakseMay 6, 2022 at 1:30 PM

    Hi Nuwan. Valuable information on employer branding. A key trend in employer branding for 2022 is to transition from " a culture of presence to a culture of trust". The design of the future workplace should be offering support, be flexible, and interactive whilst emphasizing transparency and trust from companies (Paicu,2022).

    ReplyDelete
    Replies
    1. Nuwan Hasitha DiasMay 8, 2022 at 10:32 AM

      Thanks for the highlighting a trend in employer branding. As stated by Fairholm, (1995) culture of trust is how leaders develop and shape cultures marked by common values that improve and respect individuals, foster mutual trust, and empower employees.

      Delete
  4. Dulanjana Hashali PeirisMay 6, 2022 at 3:06 PM

    Dear Nuwan, Ver correct. In addition to above steps. Companies can engage in CSR activities where it helps to achieve competitive advantage in terms of economic, social, financial and environmental aspect which leads to a good brand image externally. (Yadav, 2015)

    ReplyDelete
    Replies
    1. Nuwan Hasitha DiasMay 11, 2022 at 2:54 PM

      Thanks for bringing this out, Dulanjana, and I completely agree with you. Furthermore, CSR can be utilized to boost a company's image, brand, morale, and even stock value (Armstrong, 2014).

      Delete
  5. Maheshani Priyankara Weerarathne (Maheshi)May 6, 2022 at 8:50 PM

    Hi Nuwan , Agreed with you dal , Since the pioneering work by Ambler and Barrow (1996) in the mid-1990s, the employer brand notion has piqued academic and managerial interest.
    Ewing, Pitt, de Bussy, & Berthon, 2002; Franca & Pahor, 2012) define the employer brand as a distinct value proposition describing what a certain employer brand contributes to its HR goals compared to other employer brands in the marketplace.

    ReplyDelete
    Replies
    1. Nuwan Hasitha DiasMay 11, 2022 at 10:50 PM

      Hi Maheshani, thanks for your comment. CIPD, (2022) also stated that employer branding is how businesses distinguish themselves in the labor market in order to attract, retain, and engage the best employees.

      Delete
  6. Ramesh TharangaMay 6, 2022 at 9:54 PM

    Hi Nuwan, Truly explained. 'Employer branding' is too often limited to the look and feel of
    recruitment advertising or internal communication campaigns to sell the benefits
    of the employer as 'a great place to work'. These perspectives lack the depth that
    any recognition of the reality of the employment experience must have if it is to
    carry weight with employees actual or potential. (Simon Barrow, 2005)

    ReplyDelete
    Replies
    1. Nuwan Hasitha DiasMay 11, 2022 at 11:10 PM

      Hi Ramesh, Yes, that's why Barrow, S (2005) defined the employer brand as the combination of functional, economic, and psychological benefits supplied by employment and associated with the employing organization.

      Delete
  7. Thanuja DarshaniMay 6, 2022 at 11:46 PM

    Hi Nuwan agreed with your post. The brand is the effect of the branding process. Branding is directed to the formation of competitive advantages for organizations that operate in a competitive environment (Schuler, Jackson, & Tarique, 2011)

    ReplyDelete
    Replies
    1. Nuwan Hasitha DiasMay 11, 2022 at 11:31 PM

      Hi Thanuja, thanks for your comment. Further, a strong employer brand allows firms to compete for top people while also establishing reputation (CIPD, 2022).

      Delete
  8. Employee Motivation IntroductionMay 17, 2022 at 12:25 AM

    Hello Nuwan Thank you & I agree with the comment In defining the (Olins 1996) “Employer Brand”, we suggest that there is considerable synergy between the processes of nurturing brands on the one hand and human resources on the other.

    ReplyDelete

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