report on employer branding in digital media industry

7/28/2019 Report on Employer Branding in Digital Media Industry

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www.SocialSamosa.com

Employer Branding & Digital Media Report by @StratumHr

Published by @Social_Samosa


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Employer Branding and Digital Media

Today when the talent pool is fast shrinking, the war for right talent has taken a whole new

meaning. And more so when youre dealing with the Digital Media sector! Digital media is the

new it sector what with the internet and various social media platforms making waves.But it is

also one of the most prone to attrition since the employees are required to work on the social

media platforms day in and day out, giving them an opportunity to get swayed by the employer

branding initiatives taken by rival companies. The recent survey conducted byStratum HR, a

niche Strategic HR consultancy, threw some light on several interesting facts that are sure to

make you stand up and act in order to keep up with the changing times.

Research Objective

The objective of the survey was to find whether Employer Branding as a concept really does

have any effect on current/prospective employees when it comes to deciding which companyto work for and sticking to it. The purpose was to delve into concepts like Employee Value

Proposition, Loyalty factors,Marketing and Branding initiatives of digital and social media

agencies and their effects on the psyche of employees. The survey was specifically aimed at the

digital media sector.

Research Methodology

Stratum HR conducted the survey/poll on theirFacebook page, the perfect medium to reach

the right target audience, as to what Digital Media Company would they want to work for and

why. The poll was based on convenience sampling and got an overwhelming response with

1500+ respondents taking part; some already working in the digital media industry while some

aspiring to.

We also made a concerted effort to call up a few employees from most of the firms and inform

them about the poll and spread the word. Around 300 employees across various firms were

personally informed about the poll.

There were around 100 companies people chose as their responses, ranging from the very well

known to the newbies.

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NoteAdequate care was taken to differentiate absolute findings from the relative ones.

For some of the metrics like absolute attractiveness, the total number of votes garnered by

various companies are taken into account since the purpose was to find whether brand

awareness and EB initiatives are directly correlated to the overall attractiveness of the company

and the emotional involvement of its employees (to take time out to participate in the survey).

While for some other metrics like loyalty ratio, relative scores have been taken into account

i.e. the percentages calculated for a particular company arent compared with other companies

but against its own votes. This makes it fair since the number of participants or the size of the

company doesnt skew the results in favor of the bigger organizations.

Findings:

Out of the total respondents, 68% were

male and the rest 32% females.

The maximum votes were garnered by MTV

Viacom 18 followed by Hungama Digital Pvt.Ltd. Pinstorm, Ignitee and Indigo Consulting

coming in at 3rd

, 4th

and 5th

places

respectively in terms of the absolute

number of votes.

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The Top10 Digital Media companies in terms of Absolute Attractiveness (showed the most

potential to attract prospective talent) were:

Some of the other key findings were:

Of all the people who responded with MTV Viacom 18, only 17% worked for thecompany while the rest 83% worked elsewhere. This clearly shows that MTV Viacom 18

enjoys great loyalty as well as being high on aspirational value.

Of all the people who were already working with Hungama Digital, 82% respondentschose it as their company of choice while the rest 18% aspired to work for the

competitors.

Mid-sized companies like Pinstorm, Ignitee, Indigo, Foxymoron etc. ranked higher on theloyalty level as most of their current employees chose it as a preferred company.

One surprising finding that came to light was the loyalty factor. Out of the totalrespondents whose current employers were known, 61% were happy enough to stick

with their present companies. Out of these females turned out to be a tad more loyal

than the opposite gender as can be seen by the following charts:


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Considering the tremendous popularity of the internet and the social media platforms,Digital Media is fast catching on as a preferred career of choice as was evident by the

survey. 4% of respondents who worked in regular mainstream industries like Banks,

Retail Food Chains, Telecom companies etc. showed their interest in working for digital

media companies of choice.

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Conclusion

Employer Branding is all about how the people who work for you (and even those who dont),

perceive you as an Employer. External marketing & branding initiatives and remuneration can

only take your company so far. What really matters at the end of the day is how satisfied or

happy an employee is with things like clarity about their role in the organization, clarity about

his/her career path, the companys ability to fairly evaluate his/her work and suitably rewarding

him/her for it, the growth and learning & development opportunities available, the work

culture etc. The logical conclusion for the same is that employees might be attracted initially

but can be retained only when the basics of EB, whether functional (like role clarity, career

growth within the organization, learning new skills, etc) or psychological (like sense of identity

and fairness in evaluation) are in place.

As compared to the employer branding surveys conducted in more orthodox/traditional sectors

where job security and financial health of the company were most important when making adecision, the digital media sector was more about the brand, coolness or rather the

perception of it, through means like positive word of mouth from current or ex-employees

along with the other branding initiatives undertaken by the organization. More so since the

average age of the respondents who work in this industry is under 30, a demographic where

people are a lot less concerned with stability and more with factors like career growth, work

culture, learning & development opportunities, etc.

It is important to note that Employer Branding should not just be practiced when it comes to

specific HR policies but should be incorporated throughout the culture of the organization. A

holistic approach should be undertaken to project a uniform image of the companyacross

various touch-points where it comes in contact with current and future employees, be it

internal touch-points (the office) or external ones like its website, job portals, recruitment

adverts, relevant social media platforms etc. This helps to attract talent thatll be a right fit for

the organization while retaining employees who already are.

Whether youre aware about it or not, you already have some kind of an Employer Brand. It will

only do you good if you define it clearly and take proactive steps to project your company

(however big or small) as an employer thats worth working for and sticking to for the long haul.

P.S. For those who want to know a bit more about EB and how to incorporate it, read on

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What is Employer Branding?

Though the term Employer Branding debuted in the early 1990s, it wasnt until the mid-2000s

that the terminology picked up and the HR professionals around the world became aware of it.

So what exactly does this fancy sounding term mean? In lay mans terms its an organizations

reputation as an employer in the job market; how desirable is it as a place to work. It is used to

attract, engage and retain the right talent.

The most important aspect of developing an Employer Brand is a term called Employee Value

Proposition (EVP). It defines the attributes an organization wishes to be associated with, those

that differentiate it against other employers. For example, TATA as an employer has an image

of being trustworthy, ethical and Indian thus attracting & retaining employees who value theseattributes. Similarly Google is associated with features like youthfulness, cutting-edge

technology and flexibility.

Many organizations confuse EB with just taking care of how to project your company on social

media platforms, which isnt the be all and end all of it. No matter how attractive and cool you

manage to make your company appear on the outside, if your inner mechanisms arent in sync

then you will soon lose the employees you attract to your competitors. Basics likethe working

environment of the company, core values, core competencies, leadership style of the

management, experience of the current employers, orientation of new joinees, reward criteria,

growth opportunities etc. matter much more when it comes to EB.

Finding what employees want

Organizations use a wide variety of techniques to find what it is that impacts their target

audience (current, prospective & ex-employees). Some that you can look at are:

Exit Interviews A lot of companies have this process in place it isnt getting theattention it deserves. This can tell you a lot about where as an organization youre going

wrong, how employees see you, what are their frustrations and aspirations. If done

right, the insights it can throw up can be astounding, that toowithout any extra cost.

Joining Surveys Just like exit interviews, the companies can ask new employees as towhat their expectations are and whether they are being met (with a follow up survey). Attraction analysis What are people looking for from potential employers. This survey

by Stratum HR is an excellent example for the same.

Brand image research This will show how people regard your company as compared toother employers and what attributes they associate with you.


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Regular analysis of employee needs and aspirations with respect to changing times, ageand other variable factors.

Best practices benchmarking This will throw some light on the HR or EB practicesfollowed by your organization as compared to the industry leaders and will give you a

fair idea about the areas for improvement.

Employer Branding in India

Considering the whole brouhaha in the global market about Employer Branding (EB), youd

think Indian firms would be taking due notice. Well if the recent survey reported in Economic

Times is anything to go by, you think wrong! It claims that only 24% employers have a clear EB

strategy, a measly figure by any standard.

In the current times when economic sentiments arent very positive and the global economy is

riding low with recession, it is more important than ever for organizations to harp on EB so as toattract the right people and decrease attrition, thus cutting costs while increasing productivity.

Why should you care?

Organizations need to recognize that they cannot take the commitment and loyaltyof theiremployees for granted. A company is as good as its people. And today, when the internet is themost powerful platform, your company will be judged based on the image it portrays in front ofcurrent as well as prospective employees. Moreover EBacts as a bridge between HR,internalcommunications and marketing. Its time that companies start paying attention to thiswhole concept with a renewed vigor so as to attract people with the right skills and competencies

and not lose the war for talent.

About Stratum HR

Virtual HR Department solutions for Startups and SMEs.Organization Development, Talent

Management and Talent Acquisition services.Trusted advisors to CXOs and senior leaders.

Committed to building world-class HR Systems and Management Teams for our clients.

You can knowmore about us through any of the following modes:

Check our Website www.stratumhr.com

Like us on Facebook www.facebook.com/stratumhr

Follow us on Twitter https://twitter.com/#!/StratumHR

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