Building a Strong Employer Brand

Employer branding is the image of the organisation as a ‘great place to work’ in the minds of current and prospective employees. The goal of employer branding is to create loyal customers and in this context the customers are your employees. An employer brand represents the core values of an organisation. Companies that are considered good employers have a strong identity and an image in the marketplace.

Employer branding can be used to recruit top talent and thus increase profit through improved productivity.

The employment experience lies at the heart of the brand and is the basis for attracting and retaining employees - it includes things like salary and benefits, company culture and values, career opportunities, job challenges, creativity and leadership style.

Employer branding is the essence of the entire employment experience, providing touch points that start with a candidate’s initial brand awareness, and continuing throughout the recruitment process and the entire tenure of employment.

Does your brand today address what employees really want?

• Involvement – Provide challenging work that inspires and realises results
• Respect – Acknowledge the talent and contribution of each employee
• Support – Establish a plan and provide resources to achieve desired outcomes
• Responsiveness – Listen and respond to employees’ issues quickly.

Communication is the key to managing a brand. Employees want to know and hear from their leaders. This is how you continue to build a brand.

What is talent looking for?

Reputation! If you strengthen your brand you can always hire the best and brightest!

What are the factors that drive Reputation?

Employees place tremendous emphasis on the quality of management and the quality of goods and services a company provides, both of which reflect the company’s overall culture and commitment to a conscientious service ethic.

Employees today want to work for a company they feel good about one that has a solid reputation for responsible corporate citizenship and is a trusted, positive perceived brand in the marketplace.

With today’s economic conditions, no organisation can afford to overlook the value of the world’s top talent. You have to start from the inside of the company and work your way out, until brand perceptions of all company employees to external candidates are in line.

If you have a strong employer brand, you will be able to attract talented people who are willing to invest their skills and knowledge towards the business objectives.  That is what today’s competitive advantage is all about.