Five reasons why employer branding is important:
1. Shortage of skilled labour. Companies or organisations that are perceived to be attractive employers will have an easier time to recruit top talent.
2. More with less: a mantra coined during this economic downturn, there is high pressure to cut costs and increase productivity, which has made the need to get the right people in the right jobs even more crucial.
3. Growth & profitability: hiring and retaining top performers is essential for growth and to maintain a competitive edge.
4. Popularity: research on the talent market reveals that graduates and professionals want to work for companies with great reputations; they often turn to family members, friends or colleagues for advice and approval when making a decision about which employers to consider.
5. Strength: being an attractive employer provides a company or organisation more bargaining power, as employees will want to work for them more than anyone else, even those that have rare or most in demand skills—irrespective of salary levels.
Employer Branding – a five step process:
1. Research: to understand where an employer is positioned in the employment market and to determine the appropriate action plan is fundamental.
2. Employer Value Proposition (EVP): the company or organisation needs a unique employer offer.
3. Communication strategy: the development of a communication strategy is always based on research findings and a well-defined EVP.
4. Communication Solutions: the aim at this step is to express the employer value proposition (EVP) by using the right words and images, so it becomes consistent with the corporate identity and branding efforts.
5. Action: implementing all the steps and monitoring closely what works and needs to be adjusted along the way is the final stage. It is of great importance at this point that the organisation sets targets on what they want to achieve with the planned activities in a clear and measurable way.