Employer
branding is a tool which is used by every organisation be it small, midsized or
a transnational organisation. The organisations need to market themselves as
the best place to work for if they want to get the right talent in this competitive
market. Employer Branding is like Sales where you have to sell your practices,
culture and your USP to the prospective candidates. You have to differentiate
yourself form what the competitors are already offering.
The
process of creating your brand in the talent market starts right from how you
do the onboarding, what are your practices and procedures in the organisation till
the employee exits from the organisation. The employer brand is not created in
a single day or through a single advertisement. It’s a long process that is
built step by step. Organisations often believe that by simply having the best
entrance and stringent recruitment processes they will create their brand in
the market. However, the employer brand is built on the basis of what you are
going to offer him/her on a daily work day and through his/her career path.
Trust
and Transparency in the organisation plays a vital role in creating a strong
employer brand as the rewards and recognition does. The Gen Y specifically
believes in this theory where they want that the organisation should have a total
trust in them and in their work, a place where there is transparency in the
system and processes. If the organisations can place themselves a transparent organisation
Gen Y employees will flock that place.
Many
organisations design catchy slogans and advertisements to attract the right
talent. But they forget that every organisation is doing the same in some other
way. They have to search within themselves and analyse their own respective
strengths and weaknesses. They have to identify their own distinguishing
feature that separates them from the rest of the crowd. Based on that USP they
can sell their brand to the prospective candidates.
Organisations
have to constantly sell their brand to the candidates as it takes time to build
brand as an employer. When the time comes for recruitment an organisation
cannot build its brand in a week or two, they have to constantly keep on building
it even though there have been instances where they have to give pink slips.
The
best way to build the employer brand in today’s scenario is the social media
where the organisations can post the testimonials from the employees on how
their every day of work is which will help the candidates to understand better
about the organisational culture and would make them a better fit.
By
making a flashy recruitment process and showing candidates descriptive JD’s
where there is every possible task to be performed for that role will not build
the company’s brand. They can get the candidates for that opening but very soon
such candidates after coming inside the organisation will start sending the
resumes again !!!
