December 5, 2018

The Power of Employer Branding

Written by Dr. Bernardo Entschev, Global VP AIMS International, Managing Partner AIMS USA

The set of strategies and actions your company can put into place to promote attraction and retention of talent is called Employer Branding. These are techniques that reinforce the positive aspects of working in the organization, creating and strengthening an image that allows feeding a network of internal and external engaged company advocates.

This is an increasingly frequent need in companies that wish to reduce recruitment costs due to high rates of absenteeism and turnover. To create an environment conducive to professional development and thereby gaining a reputation is something desired by all organizations.

Why Employer Branding is important;
Look at the market in which your company works. In today’s world, the values that make it possible to differentiate one company from the other are diminishing. The products and services offered are often so similar that the competitive differential occurs in fields such as customer care or qualification of professionals.

In order to differentiate your company from competitors, it is fundamental to prepare a team that helps to spread and emphasize the qualities of the brand. This has a positive impact on how the company is viewed by both consumers and professionals working in the same area. This creates a network of company advocates.

Some companies already invest in this field, however, often focusing on customers only. We must remember that the professionals who work with you are at the forefront of caring and dealing with people. If they are not fans of the brand, they will hardly convey that image to customers.

Employer branding also grows company productivity, after all, we are talking about a set of actions that values the well-being, the engagement and the retention of talent. These have a positive impact on their motivation. And motivated people are much more productive!

The company that strives to create a productive environment that promotes the well-being of people is seen in a different light by the team itself. These professionals become proud of the company they work for and seek to increase efforts to match the expectations of the organization.

Another aspect that we should highlight about the importance of employer branding is that it makes professionals more aware of their position in the company.

Improving the organization’s reputation in the market attracts more qualified people. Therefore, if it becomes a good place to work, all working positions will be more contested – which reinforces the need for continued growth and development.

What are the benefits of Employer Branding for the company?
  • Increased employee productivity
  • Reduction in recruitment costs
  • Creation of a network of company’s advocates
  • Decrease in the level of company absenteeism
  • Lower turnover rate
  • Improvement in company’s reputation
How to build your employer branding strategy?

In order to make your company more desirable to work, it is crucial to know the aspects behind building good reputation. Employer branding does not work from just a single action, but through a set of strategies and actions. Define, initially, what are the values that sustain the business.

Your branding strategy should be underpinned by the strategic pillars that form the organizational culture. Establish, therefore, all the values that will work for the recognition of the company in the market. Develop a plan that documents the steps that will be taken, the goals and even the resources available for the actions that should be taken.

Invest in professionals who are already aligned with the branding strategy. Bet on complementary benefits and improve employees’ quality of life. Create an environment that fosters the sharing of knowledge and the well-being of all. To do this, improve the way internal communication occurs.

Call on all company managers to explain the importance of employer branding and encourage them to lead by example. As they lead their teams, they must demonstrate the steps that need to be taken. They need to know how to give and receive feedback, value their team members, delegate tasks, and actively participate in processes.

Invest in social media platforms. Spread the word about the company’s values and what differentiates the company from the competition. Use and abuse different digital ways to communicate with internal and external targeted audience.

Finally, in order to invest in employer branding, your company must define a value proposition to the employee, that is, something that differentiates it from the others and that can make it coveted in the market. Having this kind of resource helps build a good reputation and reduces the chance of suffering from the shortage of labor.

Written by Dr. Bernardo Entschev, Global VP AIMS International, Managing Partner AIMS USA

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