Employer Branding

Employer Branding
Workforce planning, recruitment and selection, talent management are key element of employee resourcing. Employer branding is essential for better recruitment and selection of employees.

As the global economy picks up, there is growing concern about employer branding in order to achieve competitive advantage. In resource-based view it is necessary to acquire talents and keep the best talent to achieve organizational growth and ambitions. Therefore it’s time for leaders to focus on strengthening their organizations’ employer brands.

During 2004 – 2008, employer branding became popular as leading companies like Shell and P&G began to pay attention in employer branding as same place as their corporate and consumer branding (Mosley, 2015).Employer branding helps to recruit, retain and engage right people at right time to right job.

Employer brand is an intangible asset of an organisation that address competitive advantage by adopting resource base view. Therefore they have to develop strategies for recruit best people so that increase the number of applicant per advertised vacancy can facilitate more choice for qualified employees (Wilden, Gudergan, and Lings 2010)

For creation of employee branding it is required to review certain things which will be able to become the organisation a great place to work. According to Armstrong and Tylor (2014) organisations have to analyze following in order to develop an employee preposition or employer brand:

● its reputation as a business and as an employer;

● its working environment;

● its location;

● the career opportunities available;

● the scope that it provides for learning  new skills;

● the terms and conditions of employment  it offers.

Employer branding can be defined by what an organisation can value and what they have for attracting employers. Production of employer brand guidelines, which aimed to bring greater consistency to the company’s recruitment advertising. Employer branding was predominantly outward facing and advertising driven, and fell under resourcing and HR (Mosley, 2015). 

·       The way people  are treated,

·       The provision of a fair deal,

·       Opportunities for growth,

·       Work–life  balance,

·       Leadership,

·       The quality of management,

·       Involvement with colleagues 

·       How and why the organization is successful are the thing that should review (Armstrong, and Tylor 2014)

External marketing of the employer brand is designed primarily to attract the best possible people to recruit. Internal marketing or internal branding incorporate organizational culture and helps to retain recruits. It is committed to set of values and goals of the organisation. It allows the organisation to create workforce that hard to imitate and maintain distinctive, unique culture (Backhaus and Tikoo, 2004)



Responsibility for Talent Hunting :https://universumglobal.com/owns-employer-brand/



References



Armstrong, M and Tylor, S (2014) Armstrong’s Handbook of Human resource management practice.  14th edition .Kogan page limited: New Delhi.

Backhaus, K. and Tikoo, S. (2004) Conceptualizing and researching employer branding. Career development international, 9(5), pp.501-517.



Mosley, M. (2015) CEOs Need to Pay Attention to Employer Branding. Available at:https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding (Accessed: 24 March 2018)



Wilden, R., Gudergan, S., & Lings, I. (2010) Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1-2), 56-73. Available at: https://opus.lib.uts.edu.au/bitstream/10453/13977/1/2009003435.pdf (Accessed : 24 March 2018)


Location: Galle, Sri Lanka

Comments

  1. Heshanga AmarasiriJuly 14, 2018 at 10:04 AM

    Dear Shanali,

    Great work. but i think if i can Include more factors to your blog that is better..
    Organizations are working today to optimize talent. They recognize that the creation of an exceptional employer brand is essential for the "benefit of the people". Talent and marketing are the new aspects of a branded coin. It has become essential for companies to position themselves in an attractive way and to communicate convincingly their corporate identity and work culture. As well as The image of the employer is not an illusion. It is of utmost importance for organizations that value the best talent in the industry to drive innovation and strive to stay ahead of the competition. Let us understand its significance by looking at the initiatives taken by leading companies around the world to establish themselves as strong employer brands.

    ReplyDelete
  2. OCUSL.modelJuly 15, 2018 at 3:46 AM

    Thank you Heshanga for your valuable ideas

    ReplyDelete
  3. Neel BogahawaththaJuly 15, 2018 at 9:07 AM

    Employer brand helps for retention management. On the other hand this topic helps for developing marketing of organisation.

    ReplyDelete
  4. NohaniJuly 21, 2018 at 8:10 PM

    Employer branding, can also help in minimizing the factors which create unionism. As you have mentioned in order to brand the organization, employer need to practice on how to threat the employees well, giving chances for them to grow, Fair treatment and management skills etc. This way, employees who already exist (working) in the company will start to be loyal and this bond will never create unionism within the organization.

    ReplyDelete

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