Employer Branding

FACTORS THAT INFLUENCE EMPLOYER BRANDING
• Attracts Quality Candidate : When an organization has a solid reputation in the

market, they have no problem in attracting the best people for the job.
PURPOSE & • Reduces Cost Per Hire: When your company has a reputation for being a top
employer in the market, candidates approach them directly.
IMPORTANCE • Enhances Employee Experience: Employees who work for top employers take
pride in their work. They are generally more motivated and enthusiastic. Highly
OF motivated employees are great assets to the employer.
EMPLOYER • Help retain employees: A strong employer brand will make employees proud
that they are a part of the organization, hence the increased employee retention.
BRANDING. • To communicate both directly and indirectly with the target audience: If
employees are satisfied and productive, that translates into better business growth,
ensuring higher revenue and increased financial stability of the company.
 To position the organization as a leading firm in delivering its attributes.
KEY EMPLOYER BRANDING
STATISTICS
Positioning in the Area of Human Resource
Management
In the internal perspective The acquisition of competent

the employer brand is employees with technical
skills is vital, and since the The mission of the HR
directed at current department, in the context
employees, while the external competition among
organizations for qualified of Employer Branding,
focus is on other human resources is intense, should therefore be to
stakeholders, and primarily companies need to distinguish establish the foundation of
potential employees. themselves from others. the employer brand and
The retention of current One of the activities of the HR communicate it to
employees as well as the department is to manage the potential and current
attraction and recruitment of recruitment process and the employees to maintain
new employees are core employer brand can be used
as a tool to attract applicants
growth within the firm.
processes related to the HR to the company.
department.
EMPLOYER BRANDING RECRUIMENT MARKETING
MEANING It is a term used for the It is the application of marketing

process of creating and methods and tactics to showcase
maintaining your your Employer Brand.
EMPLOYER company’s Employer
Brand.
BRANDING PURPOSE Employer branding is Recruitment marketing is
strategic in nature. operational
VS. in nature.
RECRUITMENT MAIN GOAL Main goal is to present the The main goal is to deliver the
MARKETING company as a desirable
employer in order to
right message to the right target
group, and using the right media
attract high-quality for it.
candidates.
TIME Employer branding is Recruitment marketing is much

FRAME about long-term strategic more short term than employer
positioning. brand.
EMPLOYER BRANDING PROCESS
• Know the organization’s business, vision, mission, values and culture.

• Understand the organization’s business objectives and what talent is needed to accomplish those
1. objectives.
• Conduct internal research to understand how the organization is perceived by its current
employees, as well as by its target candidate group, and what these employees or potential
employees want from the organization.
2. • Determine the attributes of these star employees that the organization would want to attract
• Conduct external research to learn how the organization is positioned in relation to the
competition.
• Research may be conducted through applicant surveys, as well as via Internet searches, social
3. media or firms that conduct reputation monitoring.
• Define an employee value proposition that clearly communicates the value of the
brand the organization is developing.
• The employee brand should truly reflect what is special about the organization and
4. must be aligned with its customer brand.
• Develop an employee marketing strategy. The recruitment strategy should focus

on reaching the targeted applicant base.
• Attention should be directed to the career page, recruiting sites, social media and
5. other external recruitment sources. Use employee testimonials to affirm the brand.
• Align the employer brand with the overall company brand.
• Work with the marketing and communications groups to ensure a holistic branding
6. approach
• Ensure that the people and management practices support the organization’s employer
brand.
• Training, coaching, compensation and other HR-related practices can be used to support
7. the brand.
• Develop and use metrics to assess and track the success of the employer brand.
• Metrics may include quality of hire, brand awareness, employee satisfaction, employee
8. referrals or other metrics.
COMPANIES DOING IT RIGHT
STARBUCKS
APPLE
LOREAL PARIS
Employer branding at Starbucks – Everyone wins
To give you one everyday example of what

makes the Starbucks culture such a powerful
one, our more than 330,000 people globally are
called “partners” — not employees — because
there is a foundational belief in shared success.
That small, but very important distinction is
symbolic of Starbucks’ values.”
• Part of the Starbucks employer branding

strategy that makes the coffee chain stand out
is its social media presence.
• Starbucks has a Jobs Playlist on its YouTube
channel dedicated to success stories.
• Starbucks Jobs’ Twitter account with the
hashtag #sbuxjobschat.
• Starbucks College Achievement Plan is in
partnership with Arizona State University.
Apple - Attracting the geniuses
“Here’s to the crazy ones. The misfits. The rebels.
The troublemakers. The round pegs in square
holes. The ones who see things differently. They’re
not fond of rules. And they have no respect for the
status quo. You can quote them, disagree with
them, glorify them or vilify them. About the only
thing you can’t do is ignore them. Because they
change things. They push the human race forward.
And while some may see them as the crazy ones,
we see genius. Because the people who are crazy
enough to think they can change the world are the
ones who do.”
• The beauty in Apple’s “Think Different” message

is that its marketing brand and its employer
brand are very closely aligned.
• The path to achieving that “employer of choice”
status starts with having a clear employer brand.
L’OREAL PARIS
The main tagline of the EVP is: A thrilling
experience, a culture of excellence.
Detailed knowledge of their candidates

and their expectations. To construct its
new employer promise, L'Oréal uses an
innovative approach combining digital
data analysis with the customary in-
house and external surveys.
The international cosmetics
conglomerate effortlessly juggles
careers-specific pages on LinkedIn,
Twitter, Facebook, YouTube and even
Flipboard and has hundreds of
thousands of followers.
How did HR support employees who were furloughed or
temporarily laid off, and treated employees brought back into the
HR’s workplace?
COVID-19 How did the HR protect both the employees’ financial well-being
Response and that of the organization?
Defines How did they balance protecting employees’ health and safety while
recognizing and rewarding the employees who have continued
Employer coming into the workplace?
Brand.
What did HR do to support employees who are working from home
and keep them engaged and productive?
 “How did you treat your employees during COVID-19?” will be the most popular
interview question posed by candidates post COVID-19.
 Companies are facing a bunch of unprecedented challenges in hiring and
retaining employees too. In a time full of uncertainties, every company’s
employer brand is at stake.
 What companies do now defines them an employer for the future. They might
be in a hiring freeze or even laying people off, but they need to realize that
employer brand doesn’t only serve to attract talent but also to re-engage your
current employees
 How you communicate with your employees, your candidates and the public in
a crisis time can make or break your employer brand for the years to come.
Strongest brands will prove the most resilient; they'll be able to limit the
damage.
 Companies that are going to ignore employer branding altogether now, and not
give it any attention again until the economy and the labor market start to
recover, will be the losers of tomorrow's labor market.
THANK YOU

Employer Branding

Uploaded by

Copyright:

Available Formats

Employer Branding

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Employer Branding

Uploaded by

Copyright:

Available Formats

What are the main differences between employer branding and recruitment marketing?

What are some examples of companies with strong employer branding?

FACTORS THAT INFLUENCE EMPLOYER BRANDING

• Attracts Quality Candidate : When an organization has a solid reputation in the

In the internal perspective The acquisition of competent

MEANING It is a term used for the It is the application of marketing

TIME Employer branding is Recruitment marketing is much

• Know the organization’s business, vision, mission, values and culture.

• Develop an employee marketing strategy. The recruitment strategy should focus

To give you one everyday example of what

• Part of the Starbucks employer branding

• The beauty in Apple’s “Think Different” message

Detailed knowledge of their candidates

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.