Employment Branding
Posted 08-19-2009 at 07:29 AM by priyad
The Concept….
“A brand name is more than a word. It is the beginning of a conversation.”- Lexicon
Ofen we hear statements like “I want to work in Infosys/ HCL”. This is the result of conscious or unconcious employment branding by organisations.
Employment branding is the systematic process of positioning a company as an attractive choice for prospective and current employees by using a well-crafted messaging strategy backed by consequential and relevant employee-oriented initiatives.
In today’s rapidly changing business arena and highly volatile market, the corporate world is turning progressively to employment branding as a differentiator to lure the best employees.
It is the process of creating the image “Great Place to Work” in the minds of targeted candidate pool. It’s a concept that has been borrowed from the business side of the enterprise.
Product branding is designed to develop a lasting image in the minds’ of the consumers, so that they start to automatically associate quality with any product or service offered by the owner of the brand. An employment brand does the same by creating an image that makes people want for the firm because it is well-managed and workers continuously learn and grow. Once the image is set, it generally results in a steady flow of applicants. The firm now can select The Best candidates, leading to a highly skilled and efficient workforce.
The Need….
People of the organization convert all the resources into utilities and drive the organization towards its success. It is therefore essential to have the most skilled, and qualified people working in the organization. They are the investors. Candidates and employees are investing their time, talents and the lost opportunity of working at another company, and they're looking to get a return on that investment. Most workers seek recognition and valuation of their ideas and talent; reward for their contributions. People want to work where they are cared about and where the care is genuine.
It is definitely more economical to hire the "Best-Fit" in one step rather than, hiring whoever possible and later realising the mistake, and hiring someone else again. The process becomes too repetitive and a wastage in terms of time, effort and money. Employee branding on the other hand, will make the best-fit candidates will be eager to join the organisation, making hiring a one-time process and cost reducer.
A magnetic employment brand not just allures and retains the top talent, but also those who are the Finest Fit with the organization’s strategy, goals and culture, thereby ensuring a competitive edge in the turbulent market place.
The Importance….
For the organization, implementation of this concept will provide a competitive advantage in the market place and ensure bottom-line productivity. It is also a powerful device to lure, hire and retain the “Best Fit”
For the employees, this concept ensures clear rewards and accountability, excellence in recruitment and retention, friendly and flexible integrity and integrity of communication.
The Finale….
A major chunk of the best companies to work in the "Great Places to Work" list are relatively new, but their significance grows every year. The reason for their popularity is apparent. Building an employment brand as a “Great Place to Work” has one of the highest pay offs more than anything else. It is a formidable task because success requires an effective brand manager and a structured process. Nevertheless the results are exceptional.
Once an employment brand is created, the organization is on the conduit to becoming an Employer of Choice with the ability to recruit and retain "High Value" talent,-a viable advantage in the marketplace. An enduring assurance of long-term survival for most organizations will be the ability to deliver a distinct message to the marketplace through the conduct and commitment of the employees. It is therefore imperative to recruit and retain the “Best Fit” employees to ensure a competitive edge in the turbulent market place.
“A brand name is more than a word. It is the beginning of a conversation.”- Lexicon
Ofen we hear statements like “I want to work in Infosys/ HCL”. This is the result of conscious or unconcious employment branding by organisations.
Employment branding is the systematic process of positioning a company as an attractive choice for prospective and current employees by using a well-crafted messaging strategy backed by consequential and relevant employee-oriented initiatives.
In today’s rapidly changing business arena and highly volatile market, the corporate world is turning progressively to employment branding as a differentiator to lure the best employees.
It is the process of creating the image “Great Place to Work” in the minds of targeted candidate pool. It’s a concept that has been borrowed from the business side of the enterprise.
Product branding is designed to develop a lasting image in the minds’ of the consumers, so that they start to automatically associate quality with any product or service offered by the owner of the brand. An employment brand does the same by creating an image that makes people want for the firm because it is well-managed and workers continuously learn and grow. Once the image is set, it generally results in a steady flow of applicants. The firm now can select The Best candidates, leading to a highly skilled and efficient workforce.
The Need….
People of the organization convert all the resources into utilities and drive the organization towards its success. It is therefore essential to have the most skilled, and qualified people working in the organization. They are the investors. Candidates and employees are investing their time, talents and the lost opportunity of working at another company, and they're looking to get a return on that investment. Most workers seek recognition and valuation of their ideas and talent; reward for their contributions. People want to work where they are cared about and where the care is genuine.
It is definitely more economical to hire the "Best-Fit" in one step rather than, hiring whoever possible and later realising the mistake, and hiring someone else again. The process becomes too repetitive and a wastage in terms of time, effort and money. Employee branding on the other hand, will make the best-fit candidates will be eager to join the organisation, making hiring a one-time process and cost reducer.
A magnetic employment brand not just allures and retains the top talent, but also those who are the Finest Fit with the organization’s strategy, goals and culture, thereby ensuring a competitive edge in the turbulent market place.
The Importance….
For the organization, implementation of this concept will provide a competitive advantage in the market place and ensure bottom-line productivity. It is also a powerful device to lure, hire and retain the “Best Fit”
For the employees, this concept ensures clear rewards and accountability, excellence in recruitment and retention, friendly and flexible integrity and integrity of communication.
The Finale….
A major chunk of the best companies to work in the "Great Places to Work" list are relatively new, but their significance grows every year. The reason for their popularity is apparent. Building an employment brand as a “Great Place to Work” has one of the highest pay offs more than anything else. It is a formidable task because success requires an effective brand manager and a structured process. Nevertheless the results are exceptional.
Once an employment brand is created, the organization is on the conduit to becoming an Employer of Choice with the ability to recruit and retain "High Value" talent,-a viable advantage in the marketplace. An enduring assurance of long-term survival for most organizations will be the ability to deliver a distinct message to the marketplace through the conduct and commitment of the employees. It is therefore imperative to recruit and retain the “Best Fit” employees to ensure a competitive edge in the turbulent market place.
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