The Role of Employer Branding In Becoming an Employer of Choice

The Role of Employer Branding In Becoming an Employer of Choice

Consumers are continually searching for products and brands that best meet their needs. Similarly, individuals tend to search for suitable brands when they are in a position to choose an employer. Employers can create closer relationships with their employees in the same way consumers do with brands. Bellou et al. (2015) define employer branding as the benefits an organization provides its employees, creating a unique identity to them and job applicants, which enhances the chances of staying and joining the company. An employer of choice is one who attracts the most exceptional talent by possessing attractive attributes. As such, employer branding develops the brand’s perception for the audience to differentiate it from the competitors. While traditional employer branding focused on developing a unique external image, the new perspective aligns both internal processes and external image with achieving employee satisfaction and engagement (Aboul-Ela, 2016). It is, therefore, vital to examine the role of employer branding in supporting an organization’s desire to be an employer of choice and in recruiting talent and look into a branding campaign for launching a brand.

The Role of Employer Branding In Becoming an Employer of Choice

Employer branding helps differentiate an organization from the competitors in the market. Khalid et al. (2015) explain that employer branding is a triad process. First, it helps in developing and maintaining the value proposition presented by the brand. Second, it utilizes information about organizational culture, management processes, product and service impressions, and current employee qualities. Third, it uses external and internal marketing, which helps in increasing the corporate brand and incorporating the brand promise into the culture of the organization.

Several studies have examined the benefits of employer branding achieved by companies as they become an employer of choice. Aboul-Ela (2016) reviewed the different studies, and the perceived roles included creation and maintenance of a desirable consumer image, strengthening the firm’s financial performance, increasing the returns of the shareholders, developing a positive identity, increased client satisfaction, higher investment returns, and enhanced recruitment and retention rates. The role of employer branding in supporting an organization to become an employer of choice is elaborated below.

It builds brand identity. In the current market, maintaining and establishing an online presence is significant. Current employees, potential employees, and consumers visit the organization’s website and observe its operations. Brand identity comprises the visible aspect of the brand, such as design and color, that helps in distinguishing the brand from its competition. People always check what the current employees say about the working conditions and culture of the firm. Creating a strong employer brand through online presence helps in increasing awareness about the brand, which consequently contributes to being an employer of choice.

Employees become a brand ambassador. When employees experience excellent working conditions, they become brand ambassadors through word of mouth. When employees talk positively, hires through referrals increase, and the organization gets talented candidates. Through word of mouth and positive reviews by the employees, brand awareness increases without spending much on marketing and advertisements, creating a domino effect.

It improves employee engagement. Workers working in strong brands are more motivated and enthusiastic. Motivated employees are beneficial to a company since there are more productivity and growth, which reflects through employer branding to potential candidates. An effective employer brand reflects the working conditions and environment, the work culture, and growth opportunities for employees. Consequently, there is more employee retention due to healthy working conditions, ample professional and personal growth opportunities, and workers feel more confident and secure in their positions.

It ensures financial stability. With significant growth in the recruitment market, finding and retaining the right talent is a costly matter as it requires collaboration with recruiters, advertising job opportunities on job portals, and training candidates. Organizations exhibiting a strong employer branding puts in less effort into attracting talent, since the employer brand speaks for it. Consequently, the time and cost used in filling positions are significantly reduced. A financially stable firm has a higher chance of being an employer of choice and finding exemplary talent.

It improves the recruitment cycle. The online presence is essential for organizations as it affects the recruitment process. Potential employees search on; thus, the firm’s website and social media to determine the kind of culture and working environment it offers before applying for a job. Therefore, if the company’s employer brand is positive and has a robust online presence, job applicants will want to associate with it. An excellent employer image draws positive attention to the organization helping in the hiring process (Khalid et al., 2015). Therefore, positive employer branding aids a company in becoming the employer of choice through positive reviews and a robust online presence.

Enhances recognition – a strong employer brand promotes recognition and brand awareness. Top talents wish to work with organizations with an exemplary reputation. Different business magazines often list top employers who have defined their employer brand successfully. Organizations should put effort into ensuring they are always the first choice by job applicants through a strong employer brand.

The Role of Employer Branding In Recruiting Talent

The increasing importance in the job market makes it critical that companies have exemplary talent. Lawler (2017) explains that an effective business strategy should result in the attraction of talent capable of executing it, thus creating an employer brand that attracts the right applicants should be an essential consideration in a business strategy. Different factors identified by Aboul-Ela (2016) as key in attracting workers to an employer of choice include a prestigious employer, a pleasant working environment, organizational culture and image, corporate social responsibility procedures, and profitability and reputation. Dynamic business practices, firm’s safety and health programs, professional and personal growth for future career progression, training and development programs, economic factors, organizational factors, emotional benefits, rational benefits, and tangible associations were also identified. The detailed role of employer branding in recruiting talent is discussed below.

Employer branding helps grow the candidate pool. A strong employer brand aids an organization to maintain a constant flow of job applicants. Developing a relationship with potential employees through a proactive approach even before there is a job opening ensures the human resource department has a database of job applicants for when there is an opening. Thus, a good impression on the employer brand increases the number of required talent.

Employer branding helps attract exemplary talent. Experienced applicants approach recruiters based on brand reputation and perception (Khalid et al., 2015). Thus, the most qualified candidates place substantial importance on the employer brand, and appropriately positioning the company helps absorb them. Employer branding is even more vital in significantly competitive industries where niche skills are needed. When a firm is has a vacancy that is hard to fill, it is essential to present an excellent employer image. The best talent in a particular sector has different options, thus absorbing or losing one solely depends on employer branding.

Employer branding decreases the cost per hire. A strong employer brand fosters a conducive working environment attracting higher talent. In turn, current workers may act as brand ambassadors and are inclined to refer professionals to the organizations. Thus, by investing in a strong employer brand, the organization does not spend much on marketing and advertisement campaigns during the recruitment process (Aboul-Ela, 2016). Also, potential employees can search online about the company and decide whether it is the best fit. They are, in many cases accepting lower salaries if the working environment is excellent, meaning reputation has more weight than money.

Employer branding reduces hiring time. Job applicants are more willing to recruiters if they are familiar with a brand. Investing in an employer brand also enables an organization to attract more talent within a short time, meaning the hiring process becomes faster (Khalid et al., 2015). Organizations with strong employer brand use more time closing employees and less selling their open positions, which also saves money.

Employer branding reduces turnover rates. A strong employer brand helps attract qualified employees, which means the company will not want to lose them. Consequently, creating a bond with prospective candidates encourages them to have higher engagement levels when hired. Thus, more engaged workers result in increased productivity and lower turnover.

It helps in saving salaries. Top talent applicants seek job security, right working conditions, professional and personal growth, as much as they find an attractive salary. Therefore, investing in a strong employer brand that has more to offer than just an attractive salary gives a competitive advantage enabling an organization to recruit top talent without offering exaggerated salaries.

Sample Recommendation of a Branding Campaign

A branding campaign is vital when launching a brand. Social media has grown tremendously, and utilizing social media campaigns can help an organization reach viral attention (Išoraite, 2016). The first step in the campaign is building social proof by personifying the brand. This can be done using a hashtag that enables consumers to submit their feedback on the brand. The campaign would also involve posting online offers and discounts, to help spread awareness and attract new clients. Contests would also help in driving engagement since people love winning free products. This would be done by asking users to tag their friends on the brand’s post or share their photos while using the product. Interacting with the customers through live videos, live streaming events, and encouraging engagement through polls is also crucial for the campaign. Importantly, apart from posting products on social media, the content should create value and be educational. Therefore, incorporating the recommendations into a branding campaign would be useful in launching a brand.

Conclusion

In the current job market, individuals search for brands that best suit their preferences. Employer branding reflects the reputation of an organization and the benefits an employer provides employees that differentiate them from their competition. An employer of choice has attributes that attract top talent into the organization. Employer branding plays a crucial role in supporting an organization’s desire to be an employer of choice through building rand identity, increasing client satisfaction, improving employee engagement, ensuring financial stability, improving the recruitment cycle, enhancing recognition and turning employees into brand ambassadors. Factors that attract employees to employers of choice include economic, training and development and organizational factors, emotional, rational and tangible benefits, favorable working environment, good reputation, and corporate social responsibility practices. Employer branding plays a vital role in recruiting talent by helping grow the candidate pool, attracting top talent, reducing hiring time, decreasing the cost per hire, reducing turnover rates, and saving salaries.