Every organisation has its own reputation that’s known to its audience. This reputation could be based on the thoughts and views expressed by the organisation’s top leadership, employees, its products and services, history, and more. This reputation speaks to the people in what we call a brand. The brand identity of a company or organisation has a long impact on its profit and growth. It can also go beyond to inspire a specific perception — emotional, instinctive, and intellectual — in the minds of people who see your brand.
As advertisers and marketers, we know that your brand can be a powerful, and synergistic force of influence — far more than just what you sell or office. Going beyond brand- the term ‘employer brand’ has been doing rounds in the ad and marketing world recently. What is employer branding all about? Read on to know in detail.
What is an employer brand?
An employer brand is similar to a corporate brand and includes the market’s perception of your organisation as an employer. Employer branding is simply how an organisation markets itself to desired job seekers. It describes your employee value proposition to employees.
An employer brand resonates with the essence of a company, about what it stands for, and aligns this with those with similar aspirations.
How employer branding impacts an organisation?
Employer branding can help an organisation start apart from the rest, by making it more appealing to job seekers. A strong employer brand fosters a sense of loyalty and commitment among the employees and helps in their retention.
Companies with positive employer brands and a favourable reputation as an employer in the marketplace are likely to get up to twice as many applications as companies with an unfavourable reputation. Among other factors, this makes a huge difference in the organisation’s efficient working and success.
This is especially beneficial for startups and other organisations trying to find a strong foothold in the market, by helping them save money and resources that would otherwise be spent on recruiting and training new team members.
How do advertisers help employer brand identity?
The social presence of an organisation is today crucial to any employer branding exercise. Social media posts, testimonials and job reviews, network conversations, and referrals, all can impact your company’s reputation.
Having a strong social media presence helps to showcase the culture and values of your organisation. Platforms like Facebook, Instagram, and LinkedIn provide an opportunity for organisations and employers to share their stories and connect with their audience in a more personal and authentic way.
Digital content including photos and videos of employees working together, glimpses of team-building activities, CSR activities and more can help to humanise an organisation and build a favourable image in the minds of stakeholders and audiences.
Creating engaging content, hosting Q&A sessions, responding to comments and messages, and even encouraging employees to share their own experiences of working at the company help to build a sense of community and make your audience feel like they are a part of your family. Simultaneously, it gives prospective employees an insight into the values and mission an organisation supports and thus helps to attract job seekers who are passionate about the same causes.
People, co-businesses and employees, all want to do business with companies that have a positive reputation. A company with a strong employer reputation is therefore more likely to attract customers, partners, and investors.
Undoubtedly, it’s not just the product or service that sells and makes a difference, but the people behind it. India is currently home to one of the largest number of startups and other big organisations. The competition for talent today amongst employers is no doubt fierce. A strong employer brand is a key differentiator for organisations to attract, retain and engage top talent and drive business success.
At 3 Dots Design, we stand strong backed by a team of experts who have mastered the art of building brands and reputations. To kickstart a journey of effective employer branding and corporate branding in this upcoming financial year, contact us at contact@3dotsdesign.in or visit us on www.3dotsdesign.in