All Things Talent, after the immense success of its previous talk on ‘Diversity and Inclusion’, organized yet another successful talk on 22nd July, 2017 in Bengaluru, which focussed on the popular concept of ‘Employer Branding’.
The event mainly catered to HR Professionals who were interested in obtaining a better understanding of the essentials of Employer Branding, holding considerable prior experience in Talent sourcing and Branding communication.
Employer branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company aims to recruit and retain. It is a term commonly used to describe an organization’s reputation as an employer, and its value proposition to its employees, as opposed to its more general corporate brand reputation and value proposition to its customers.
To create more awareness on the understanding of effective employer branding as the combination of market research, advisory services, communications and marketing to achieve both a credible and desirable brand position, All Things Talent invited several influential HR hiring and recruitment experts to this talk in order to facilitate a discussion wherein HR professionals could gather keen insights on some of the best practices in Employer Branding and the initiatives taken by various organizations to create a more sustainable employer brand as a living, vibrant and attractive entity.
Debolina Dutta – Director HR at VF Corporation, brought to light her own research thesis on Employer Branding and was kind enough to share and discuss her own findings, as part of this thesis. Her discussion centered around the fact that it is important for an organization to be perceived as ‘fair’ In terms of its practices and attitude towards its employees. She also shed light on some critical factors such as Work Environment, Job Security, Organization Policies, etc. and that these may not be same for all, as they are subject to change with a changing Target Audience.
Rupali Sharma – Head Talent Acquisition at RedBus – ibibo group gave valuable insights into how RedBus transformed its Employer Branding strategy and the changes which followed, by taking the example of their ‘Career Openings Page’. These changes were implemented keeping in mind some key factors such as low cost-high impact measures, cost optimization, brand activities with non-hiring objectives, etc. This transformation resulted into much higher figures for profile views, followers and international visibility of the brand, this becoming a successful effort.
Abhishek De – India Recruitment Leader at Alcon Laboratories discussed important conceptual frameworks of Employer Branding developed by him, and briefly gave the audience a flow of his approach to most branding projects. He also laid emphasis on the use of focused group discussions. He also advised fellow members to be cautious in choosing the appropriate vehicles of communication, as the nature of the vehicle and the work may not always complement each other. He summed up his talk by shedding some light on what role important stakeholders play in this process, and how it is ultimately important to stay true to the core values of the product as well as the organization.
Christopher Anand – Senior Manager – Talent Acquisition CoE & Branding at Mindtree, started off with an activity where he encouraged the audience members to acknowledge which side of the brain they actually think with. His talk was based on the optimization of Employer Branding strategy which was supported by a case study in the form of the ‘Mindtree Alumni Hiring Charter’. He shared with the audience the successful results of this case study and also discussed certain ‘best practices’ of Employer Branding, such as telling stories, reinforcing them, calling out the ROI, keeping the TG engaged and lastly, sharing the success.
All our panellists also answered the queries and questions put up by the audience members, which comprised of HR executives from eminent companies such as Titan, Brillio, Godrej, Cyient, Kronos, Toyota Industries and TCS.
The event concluded with the presentation of mementos to all the panellists and a lunch session towards the end.
See you next time in another city!