employer branding- vijt chaturvedi

7/24/2019 Employer Branding- Vijt Chaturvedi

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initial employer 'rand aareness& and continuing throughout the tenure o# employment& e%en e$teninto retirement3 /mployer 'randing is a distinguishing and rele%ant opportunity #or a company to

di##erentiate itsel# #rom the competition creating its 'randed #actors as its 0SP #or employee satis#acand happiness resulting in retention& producti%ity and e##iciency3

:e%eloping an image as an employer is part o# employer 'randing3 ,urning that image into a orkinrelationship 'eteen an organi4ation and its potential recruits is a process3 0nderstanding that

relationship is o#ten a process o# disco%ery&. says ;o Bredell& senior partner at ;2, Speciali4ed

-ommunications3 .Sometimes employers need a 'rand& 'ut hat they really need is to disco%er ha

A corporate understanding of employer Branding concept across the $lo%e

+merican /$press& -isco Systems& +mgen& Star'ucks& and Intel& all o# hich ha%e recei%ed recognit

,he List o# 7"" Best -ompanies to 2ork #or in +merica are leaders in /mployer Branding as ell3 .,share the common trait o# treating their employees 'etter than their peers in their industries& and a

in%est hea%ily in employee training and de%elopment&. states Hornung 3

-ompanies ho don6t in%est in de%eloping an e##ecti%e /mployer Brand ill& in the long run& 'e less#inancially success#ul than those ho are3 +s stated 'y &tates 'oltzen& .,hey ill not 'e a'le to reor retain the high9per#orming employees they ill need to run a success#ul 'usiness3.

())( $allup surveyreported that less than a 1uarter o# +merican orkers are #ully .engaged. in t

ork& costing the 0S economy ) per year3 8allup sur%eys in 8reat BritFrance and Singapore re%ealed similar #indings in 5""*3

,he sur%eys re%ealed that more than ?"@ o# British orkers lack any real commitment to their Ao'sa 1uarter o# those 'eing .acti%ely disengaged&. or truly disa##ected ith their orkplaces3 8allup est

that acti%ely disengaged orkers cost the British economy 'eteen =*35 'illion (


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Chairperson* Placements& at the I-F+I Business School3 -ompanies no send students o# pre%ious'atches as 'rand am'assadors to talk a'out the ork atmosphere& groth opportunity& salary and o

attractions that companies o##er3

Rishi #as* Career,et-onsulting& a consulting #irm that has 'een connecting engineering colleges

corporate& has had a di##erent e$perience ith entry9le%el employees3 .2e ha%e seen that in the topcolleges& it6s the salary and the Ao' role that matters3 Brand name only comes third& 'ut in colleges

are ranked 'elo the top 5"& salary and 'rand name are top 3,hus employer 'randing includes all

tangi'le and non9tangi'le #actots that create satis#action 3

$autam &inha* CE-* VA nfotech& a Bangalore9'ased I, recruitment #irm& says the 'rand namemost important #actor at entry le%el3 n a scale o# 797"& he says& most students ould place 'rand

on top3 +n opinion that is also in#luenced 'y parental %ies& he says3 .+t campus placements& parenconsent plays a critical role3 Most candidates choose 'ig 'rands 'ecause o# this& unless o# course th

ha%e speciali4ed in niche su'Aects like ro'otics hich 'ig 'rands may not o##er3 ,hus as per theorgani4ation re1uirements employer 'rand or the ,rust generating #actors should 'e culminated in t

system3

Employer %randing as the/ Right !it/ model

/##ecti%e employer 'randing also helps in hiring& retaining the right stu##3 -onsidering that ?@ o# Aochanges are attri'uted to organi4ational incompati'ility& and one 1uickly recogni4es employer 'rand

a critical #actor in e##ecti%e recruitment& says :onald :e-amp& - o# -omp Health 8roup& a healthsta##ing #irm3 ./mployer 'randing goes 'eyond a company6s reputation&. says >urt Mosley& %ice pres

o# 'usiness de%elopment says that3. Becoming an employer o# choice and increasing retention rates

means that an organi4ation6s 'randing message truly aligns ith the reality that e$ists #or its orke'ecause loyalty is no longer the dominant paradigm o# the employerEemployee relationship& attracti

retaining talent relies much more on 'eing a'le to #ul#ill a di##erent promise& and that promise %aries

organi4ation to organi4ation& depending on its culture& mission and a'ility to achie%e its goals3

0no1ing Employees e2pectation: 3 he foundation for employer %randing

2hen properly planned and e$ecuted& an employer 'randing initiati%e can generate li%ely dialogue'eteen an employer and its employees& 'uild a rationale #or a 6mutual orking arrangement6& and

esta'lish compelling reasons to commit to the arrangement3 2hate%er is a corporate or an employeemployee e$pects the #olloing #rom employer9

7) Fair treatment

5) ,rust#ul and open channeled communication*) +'ility to pro%ide security and 'ene#its in present and #uture

D) Planned and systematic career and succession planning) Moti%ating and morale 'uilding team and management

C) Smooth :isciplinary procedure and I3R) /mployee 'ene#it oriented culture and practices

?) +de1uate talent ac1uisition & management& retention and utili4ation

!) Proper ad%ancement and up gradation o# employees7") Participatory management

77) Industrial democracy

75) -larity in roles and goals7*) -learly de#ined authority responsi'ility charting

7D) ,imely decision making


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7) Impartial & #air and groth promoting organi4ation structure

Creating the Right Mi2: #efining the Employment pac4age

he Employment 5ac4age includes those that o#ten .close the deal. #or the

Prospecti%e employee& such as #inancial compensation& orkEli#e 'alance& the /mployee6s role inorgani4ation and pro#essional de%elopment3 /%ery organi4ation as per its need & ork#orce & le%el o#

competition and #orecasted demand or 'usiness plan should match its e$pectation Re1uirement min such a ay so that it 'ecomes easier #or 'oth employer and employee to create a per#ect 'rand

resulting in satis#action3 It includes the #olloing

76 !ocus onCulture and Environment: 3Itincludes items such as the physical orking en%ironmthe si4e o# the organi4ation& and the organi4ation6s approach to ork3

5) Brand mage and Reputation: 3 It helps in esta'lishingintegrity33 ,he conse1uence o# a lack o

integrity is the employee does not stay ith the organi4ation #or long& contri'uting to the organi4atiell 'eing3 ,o attract people to something you cannot deli%er is a aste o# your time and money3

*) Management 5erformance9 It is a %ital part in the /mployer Branding process3 Senior managmust 'e committed and in%ol%ed in recruitment or the /mployer Branding process or it ill 'e a #ail

3 + com'ination o# Functional& psychological& and /conomic 'ene#its hich a ne entrant e$pects3 'y creating a need 'ased employment package an organi4ation is 'ene#ited in to9ay3

C3 It also helps in Attracting andrecruiting .the right. candidates

Attending to shortages ithin the organi4ation

Advancing retention rates and reduce turno%er Amplifying employee engagement& commitment& and per#ormance

Employer %randing process

,he employment 'rand architecture as suggested 'y Ryan Estisthe chie# talent strategist #or N+S

Recruitment -ommunications& an agency o# the Mc-ann 2orld 8roup #or 'ecoming an employer o# includes the #olloing steps 9

7) 0nderstand your 'usiness o'Aecti%es

5) Identi#y your talent needs3*) :etermine the employment 'rand attri'utes3

D) Look #or synergy ith the corporate 'rand3


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) :e%elop a communications plan3C) :e%elop the messaging and creati%e content3

) /sta'lish metrics3?) /$ecute and e%aluate3

,aking these as the 'asic o'Aecti%es and criterion the process o# /mployer 'randing can 'e summar#olloing

&tep 7 Concept 5hase

*C" degree employer 'rand audit to determine the strength o# your current employer 'rand and to

determine its le%el o# synergy ith your corporate 'rand and 'usiness o'Aecti%es3

&tep ( #E&$, 5+A&E

,he :esign Phase is the process to #ormulate your employer 'rand strategy3 It includes 9

8i6 #efining your Employer Value 5ropositions 8EV59s6

8ii6#efining your EB

,he /BI is made up o# to components the /mployer Brand /mployee Plat#orm hich includes

Recruitment J induction

-ompensation and 'ene#its-areer de%elopment

/mployee researchReard and recognition

-ommunication systems

2ork en%ironment

Employer Brand &trategic 5latform

Kour #irm6s mission& %ision J %alues

-orporate Social Responsi'ility (-SR)

Leadership

-orporate reputation and culture

People management policies and practices

Per#ormance management

Inno%ation

iii6 he Corporate %rand3 the employer 'randing process and procedures should 'e aimed toar

corporate 'randing so that 'etterment could 'e created not only among internal customers 'ut also

among e$ternal customers and all stakeholders3

iv6 Mar4et forces 3 Employer %randing process and techni;ues should %e aimed to1ards

%uilding a positive image of the organization in e2ternal and internal environment e;ually

&E5 < 3 ,E$RA-, 5+A&E

,hese may include


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-areer e'site

-ompany intranet

-areers #air 'rochures

-ompany nesletters

Policy and procedures templates

Recruitment ad%ertisingSponsorship

&E5 = 3 EVA>"A-, 5+A&E

,he /%aluation Phase in%ol%es measuring the impact o# the /mployer Brand program

+'o%e all the success o# any employer 'rand program depends on the e##iciency ith hich the neesituation #or designing& implementing and monitoring an employer 'rand program has 'een made3 N

only a good understanding 'eteen the need& process& and inputs are re1uired 'ut the #ull utility cohen #ull ork#orce is 'ene#ited 'y it3

mplementing employer %randing concept in organization

Folloing steps help in #ruit#ul implementation o# employer 'randing process they are

Set measura'le and attaina'le target #or employer 'randing hich should 'e de%elopment oriente

Hire pro#essional ser%ices i# needed #or 'etter and result oriented acti%ities

Identi#y the needs o# employees and design program as per the re1uirements3

0ndergo sur%ey either attitudinal #or gathering in#ormation o# employees satis#action and needs3

:esign a #ull proo# need 'ased support oriented and groth #ocused strategy hich ill help 'oth

employee and employer #or de%elopment and promotion3

Galidate the strategy ith key constituencies3

&upportive factors in employer %randing

7) +cti%e employee in%ol%ement5) -lear understanding o# hat your employees o# choice ant in an employer3

*) + clear& honest& ongoing #eed'ack loop ith employees that ena'le you to continuously gatherin#ormation a'out organi4ational strengths and eaknesses

D) + clear understanding o# hat needs you address ell& and hat ones you don6t

) + list o# organi4ational practices and policies that eaken your employer 'rand and those thatstrengthen it

C) + list o# moment o# truth e$periences that help shape employees6 o%erall ork e$perience& and apicture o# ho ell you do in each area

-utcome of effective employer %randing

,hus& /mployer'randing gi%es an organi4ation a competiti%e ad%antage3 /mployer 'randing is a too

attract& hire& and retain the .right #it it also has an impact on shareholder %alue& creating positi%e hucapital practices& contri'ute to 'ottom9line3

Strong employer 'rands ha%e employer %alue propositions (/GP6s) hich are communicated in comp

actions and 'eha%iors and e%oke 'oth emoti%e (e3g3 I #eel good a'out orking here) and tangi'le 'e(this organi4ation cares a'out my career de%elopment) #or current and prospecti%e employees3 ,hes

organi4ations segment and communicate /GP6s hich re#lect the image that the organi4ations ant


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portray to its target audience3 + company6s employer 'rand is re#lected in the actions and 'eha%iorsleaders and is a##ected 'y company policies& procedures& and practices and the same hen ell plan

and implemented results in pro#ita'ility o# organi4ations.

Conclusion

,hus it can 'e concluded that not only there is a need o# creating a satis#action in minds o# employe(Internal customers) 'ut there is an urgent need o# creating this positi%ism in the minds # e$ternal

customers and stakeholders3 ,he created image has to 'e monitored and sustain d in such a ay soill help in increasing pro#its as ell as ould create 'elongingness& pride& sel# actuali4ation and tru

commitment in true ords and spirit3

Ms. Vijt ChaturvediFaculty (HRM)

C!A "niversity

Source /9mail No%em'er 7& 5""

employer branding- vijt chaturvedi

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