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View All NewsWorld – Employer branding critical in the recruitment process
Companies need to differentiate between their consumer and employer brands, and implement an effective employer brand strategy if they want to attract the right candidates and engage existing employees, according to a new report from Hudson RPO.
‘How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands’, defines a strong employer brand as: “The perception of the organisation as a great place to work, by both current and potential employees”.
According to the report, leading organisations devote significant resources to building an employer brand, with a strong focus on creating an employer brand strategy, and a defined employee value proposition (EVP).
The report shows that compared to other brands, top employer brands dedicate an average budget of +70% more in support of employer brand initiatives. Twice as many top brands have a defined and documented strategy, compared with other brands.
The global report, conducted by Hudson RPO in conjunction with HRO Today, a magazine for the HR community, also found that buy-in from senior company executives, multi-channel communication of a brand, and internal promotion are all important components of building a successful employer brand.
Suzanne Chadwick, Head of Employer Branding, Digital & Sourcing Innovation for Hudson RPO, said businesses cannot rely on a strong consumer brand to recruit and engage employees: “While a strong consumer brand can help companies attract top talent to their organisation, a clearly defined employer brand will help ensure that those they hire will not only have the right skills, but also be a solid fit with the company’s culture and work environment – resulting in greater employee productivity, increased levels of engagement and higher rates of retention.”
When it comes to building a successful employer brand, the report noted that certain building blocks are essential for success; these include authenticity, consistency with company practices, and consistency with the consumer brand. The report also recommends developing a brand that is clear, believable, compelling, and relevant.
According to Ms Chadwick it is often unclear as to who ultimately owns an employer brand strategy in many companies: “Is it HR? Is it marketing? Unclear ownership of an employer brand results in ineffective collaboration and can even cause branding to become a ‘political’ issue. Clear ownership of an employer brand and collaboration from all corners of a business is essential.”
“Employer branding is complex. If an organization lacks an experienced strategist who can align teams to craft an effective brand, engaging an external expert can help bring your brand to life and communicate your EVP to the market,” she added.
To access the full report, click here.