Team,
I work in the HR dept of a bank. I am currently working on project based on internal employer branding. Need help with regards to how to launch it, the checklist on how to get started etc... Would really appreciate the help at the earliest.
Regards
Rabbit
From India
I work in the HR dept of a bank. I am currently working on project based on internal employer branding. Need help with regards to how to launch it, the checklist on how to get started etc... Would really appreciate the help at the earliest.
Regards
Rabbit
From India
Building an Employer Brand
In the present job markets, where companies compete for attracting the best of the talent, employer brand, sometimes, becomes more relevant when compared to various critical factors like job profile and the compensation package.
Employer brand is the image of an organization as a great place to work in the minds of its current employees and key stakeholders. It is the development of such an organizational culture which fosters a sense of belongingness with the company and encourages the employees to share organization’s goals for success. In short, it is the value of the company in external marketplace. The goal of employer branding is to create loyal customers; the customers here being the employees.
An employer brand represents the core values of an organization. Companies that are considered good employers have a strong identity and an image in the minds of its employees and customers. Building a brand of oneself in the market is not a one day process. It requires a track record in business leadership, delivering quality services to clients, creating a corporate culture of trust and providing ample growth opportunities for the employees. It involves answering the basic question “how do we live up to the expectations of our stakeholders?”
What makes an employer a brand?
Simon Barrow, who is president of a successful consulting firm in London that specializes in employer branding services describes four elements that work together to make an employer brand. The first element is the Employment Package which is the offer that an employee gets including job responsibilities, financial compensation, work/life balance, the employee’s role in organization and professional development. Next comes the Culture and Environment which includes the physical working environment, the size of the organization, and the organization’s approach to work. Then there is Integrity. Delivering what has been initially committed always counts. The consequence of a lack of integrity is seen in the form of high attrition rates. And finally Management Performance that plays as a vital role in the Employer Branding process.
Building a brand is typically a twofold process. One is for prospective employees and the other for the current set of employees. While building brand for prospective employees, initiatives are targeted at building a repute in potential candidates who would be willing to join the company in future. Here, the aim is to communicate about the company as a dream company to work with. On the other hand, while building brand internally, the company has to live up to its standards and incorporate a culture of respect and trust for employees.
Growing Significance
Employer branding reflects the work culture in an organization. While making a choice of joining a company, recruits often base their decisions on the basis of the brand name of the company. Recruits look for a stable and long term relationship with the company. Research shows that employees of industrial brands feel a much greater sense of pride, attachment and trust towards their employer. It helps in building trust and reliability. The employees of a brand company boast about the company culture and policies, thereby, reinforcing the other candidates to join the company.
A good employer brand makes it easy to attract good talent and curb attrition. The strength of an organization’s brand has a significant impact on the performance of its employees. Working with one of the largest or most innovative companies in a specific industry acts as a motivator too.
But as one moves higher in his career, brand name becomes of little significance as job role takes over. Brand name acts as an important factor only at entry level. When one is a fresher and embarks on one’s career, the brand of a company matters. It helps in reflecting a stronger resume. With career growth, one places importance on things that are more meaningful like stability with the job, job responsibilities, and designation.
It is also being argued that in most cases, companies treat employer branding as a mere short-cut for attracting the talent. Instead of self-analysis, the HR departments tie up with ad agencies to build an image that may be look attractive to their target market. While some argue that organizations like Google with strong employer brand hardly spend money in building the brand; instead they focus on living the brand. Sasken, for example, has a stated ‘People First’ policy to emphasize that employees are the focus. Such organizations reveal a high degree of trust in the management of the organization. Managements must understand that the core value offering of the organization is to engage employees towards being productive and responsive to customers. In the end, it is believed that if the company takes care of people, people will take care of the company.
From India, New Delhi
5In the present job markets, where companies compete for attracting the best of the talent, employer brand, sometimes, becomes more relevant when compared to various critical factors like job profile and the compensation package.
Employer brand is the image of an organization as a great place to work in the minds of its current employees and key stakeholders. It is the development of such an organizational culture which fosters a sense of belongingness with the company and encourages the employees to share organization’s goals for success. In short, it is the value of the company in external marketplace. The goal of employer branding is to create loyal customers; the customers here being the employees.
An employer brand represents the core values of an organization. Companies that are considered good employers have a strong identity and an image in the minds of its employees and customers. Building a brand of oneself in the market is not a one day process. It requires a track record in business leadership, delivering quality services to clients, creating a corporate culture of trust and providing ample growth opportunities for the employees. It involves answering the basic question “how do we live up to the expectations of our stakeholders?”
What makes an employer a brand?
Simon Barrow, who is president of a successful consulting firm in London that specializes in employer branding services describes four elements that work together to make an employer brand. The first element is the Employment Package which is the offer that an employee gets including job responsibilities, financial compensation, work/life balance, the employee’s role in organization and professional development. Next comes the Culture and Environment which includes the physical working environment, the size of the organization, and the organization’s approach to work. Then there is Integrity. Delivering what has been initially committed always counts. The consequence of a lack of integrity is seen in the form of high attrition rates. And finally Management Performance that plays as a vital role in the Employer Branding process.
Building a brand is typically a twofold process. One is for prospective employees and the other for the current set of employees. While building brand for prospective employees, initiatives are targeted at building a repute in potential candidates who would be willing to join the company in future. Here, the aim is to communicate about the company as a dream company to work with. On the other hand, while building brand internally, the company has to live up to its standards and incorporate a culture of respect and trust for employees.
Growing Significance
Employer branding reflects the work culture in an organization. While making a choice of joining a company, recruits often base their decisions on the basis of the brand name of the company. Recruits look for a stable and long term relationship with the company. Research shows that employees of industrial brands feel a much greater sense of pride, attachment and trust towards their employer. It helps in building trust and reliability. The employees of a brand company boast about the company culture and policies, thereby, reinforcing the other candidates to join the company.
A good employer brand makes it easy to attract good talent and curb attrition. The strength of an organization’s brand has a significant impact on the performance of its employees. Working with one of the largest or most innovative companies in a specific industry acts as a motivator too.
But as one moves higher in his career, brand name becomes of little significance as job role takes over. Brand name acts as an important factor only at entry level. When one is a fresher and embarks on one’s career, the brand of a company matters. It helps in reflecting a stronger resume. With career growth, one places importance on things that are more meaningful like stability with the job, job responsibilities, and designation.
It is also being argued that in most cases, companies treat employer branding as a mere short-cut for attracting the talent. Instead of self-analysis, the HR departments tie up with ad agencies to build an image that may be look attractive to their target market. While some argue that organizations like Google with strong employer brand hardly spend money in building the brand; instead they focus on living the brand. Sasken, for example, has a stated ‘People First’ policy to emphasize that employees are the focus. Such organizations reveal a high degree of trust in the management of the organization. Managements must understand that the core value offering of the organization is to engage employees towards being productive and responsive to customers. In the end, it is believed that if the company takes care of people, people will take care of the company.
From India, New Delhi
Community Support and Knowledge-base on business, career and organisational prospects and issues - Register and Log In to CiteHR and post your query, download formats and be part of a fostered community of professionals.
Team work.zip
Team Work.gif
ICE breakers for Team work.doc