Human capital is the most basic and yet the most critical building block of a company. Hiring the right team members and then retaining the best among them is a constant challenge. As competition for getting people with the right skillset intensifies given the entry of a new breed of startups loaded with venture money, in addition to the legacy businesses across sectors, it makes for a constant struggle for a human resource department.
Indeed, attrition in the new economy space has climbed to record highs over the last two years. As workers tasted the importance of a work-life balance during the pandemic in line with the work-from-home practice, there was a rush for new employers who understood their needs and emotional quotient.
Also read: Building a Strong Employer Brand Isn’t The Job Of Just One Team; EY GDS’ Syeda Meher Taj Reveals Why
HR managers of all companies try to showcase their attractiveness, be it in terms of remuneration, best-in-class working environment, or fun at the workplace.
The problem that each of them faces, however, is that all of their peers have the same aspirations and are putting in similar efforts to achieve the organisation’s goals. Unlike the old days, where by default a large company was deemed a better job opportunity, with the flow of information given through social media, as well as dedicated employee review portals such as AmbitionBox and Glassdoor, the organisation’s reputation, is out on display.
Unlike the old days, where by default a large company was deemed a better job opportunity, with the flow of information given through social media, as well as dedicated employee review portals such as AmbitionBox and Glassdoor, the organisation’s reputation, is out on display.
One way to deal with the evolving market for talent is to put your best foot forward or manage the branding of the organisation as an employer.
This would help a company identify the right fit for the organisation’s ethos and culture while also building bonhomie within teams.
Basics of employer branding
Devising an employer branding strategy is nothing but a plan of action to showcase an organisation’s values, approaches and persona to the target audience, both for prospective hires as well as those already within the firm to feel good and stay longer.
For example, there is a horde of aspirants to join the officers’ rank of the Indian Army every year. But the organisation still pursues an even stronger aspirational connection with the prospective hires by showcasing how it allows a candidate to pursue a different path in life. These include several under-the-radar non-monetary benefits and perks, besides a chance to lead a team early on in the job and so on.
These days a job seeker goes about researching actively about would-be employers before sending in their applications. Reviews on AmbitionBox, Glassdoor and Indeed are some basic modes of looking at how existing and past employees view the company and its culture.
So, an effective employer branding would not just take into account traditional modes of mass media to showcase a workplace but also incorporate ways and means to push its message on social media and specialised sites, thereby correcting any shortcomings
