Employer Branding

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An employer brand is a vital part of the employee value proposition. Employer branding can be defined as a process of managing and influencing an organization’s reputation as an employer among job seekers, employees, and key stakeholders.in other terms, it’s mean what others really think about the company (Builtin, 2019).

Why employer branding important?
  • 95% of applicants identify a company’s reputation as the main consideration when discovering new job opportunities (O'Donnell.J.T, 2017).
  • 66% of job seekers want to learn about an organization’s culture and values (Burgess.W, 2016)
  • A company that had an excellent corporate reputation if offer job opportunities, 92%, would consider leaving their current jobs to taking that new opportunity (3blassociation, 2016).

Employer Branding campaign
Following have some video of the world-famous organizations that have all run great Employer Branding campaigns.


 
The Heineken Company
Source: YouTube (theHEINEKENcompany, 2016)

Samuel Adams Boston Brewery
Source: YouTube (Kinney.G, 2015)

Google
Source: YouTube (The Internship, 2013)


Employer branding strategies of a few Sri Lankan companies.

Main Employer Branding strategy of Unilever Sri Lanka Ltd is providing overseas training and development opportunities for their employees to accelerate and enhance their professions. Apart from that, provides a chance for their executive and top-level employees to work with virtual teams in different countries through teleconferencing, videoconferencing, and online chats. From this Unilever has tried to provide international exposure to their potential employees while enhancing employer branding. Open-door policy, flexible working hours, online work facilities, home working facilities, provision of infrastructure like laptops and dongles, all of which are aimed at a work-life balance of employees while enhancing brand image.  (Weerakotuwa.S, 2013).    

casual, friendly, open, and transparent while being performance-oriented are some of social values which are used by Brandix to enhance their brand image. Apart from that development values such as On-the-job  training, participation  in local  and overseas programs, coaching and mentoring sessions,  carrying out performance improvement plans for low performers for  skills  enhancement,  peer  reviews  and  360  degree  feedback,  counseling  for  employee  development, recognition schemes to encourage development, and leadership training programs that foster the future leaders also used to enhance employer branding (Weerakotuwa.S, 2013).

Employer branding strategy action plane



Source:  b2b.kununu.com (Phan.L, 2019)

Competent the workforce is a competitive advantage of the company. Hence, it’s very important to recruit competent persons to the organization. Employer branding plays a vital role to attract competent persons to the organization and globally most companies have enjoyed this benefit. Branding strategy may variable from company to company and anyone can be used the above process for developing a unique employer branding strategy for their company.




Reference


3blassociation, 2016. 3blassociation. [Online]
Available at: https://www.3blassociation.com/insights/cr-survey-corporate-reputation-affects-talent-acquisition
[Accessed 27 4 2020].

Builtin, 2019. Builtin. [Online]
Available at: https://builtin.com/employer-branding
[Accessed 27 4 2020].

Burgess.W, 2016. fastcompany. [Online]
Available at: https://www.fastcompany.com/90467660/how-a-nonprofit-youve-never-heard-of-made-the-web-safer-for-everyone
[Accessed 27 4 2020].

Kinney.G, 2015. YouTube. [Online]
Available at: https://www.youtube.com/watch?time_continue=5&v=mU_ipDc79QM&feature=emb_logo
[Accessed 27 4 2020].

O'Donnell.J.T, 2017. glassdoor for employers. [Online]
Available at: https://www.glassdoor.com/employers/blog/the-brutal-truth-about-why-nobody-wants-to-work-for-your-company/
[Accessed 27 4 2020].

Phan.L, L., 2019. Kununu. [Online]
Available at: https://b2b.kununu.com/blog/employer-branding-strategy-action-plan
[Accessed 27 4 2020].

The Internship, 2013. YouTube. [Online]
Available at: https://www.youtube.com/watch?v=ehJFc1W0VKE&feature=emb_logo
[Accessed 27 4 2020].

theHEINEKENcompany, 2016. YouTube. [Online]
Available at: https://www.youtube.com/watch?v=UtoyMEFKb6o&feature=youtu.be
[Accessed 27 4 2020].

Weerakotuwa.S, A., 2013. EMPLOYER BRANDING STRATEGIES USED BY TOP SRI LANKAN COMPANIESIN ATTRACTING PROSPECTIVE EMPLOYEES. s.l.:s.n.


Comments

  1. NIPUNAMay 3, 2020 at 8:31 PM

    The writer has well explain the topic and given exmples are impressive. It has been made more understandable due to given videos.Very good article.

    ReplyDelete
  2. Razi JalaldeenMay 7, 2020 at 3:16 PM

    Good job Thilina.

    Please make sure not to include the initials in the citation.

    Wrong (Burgess.W, 2016), the correct way (Burgess, 2016).

    However, In the reference list the initials should be shown.

    You may use the following link to learn

    https://www.citethisforme.com/harvard-referencing

    ReplyDelete
  3. MBA_19June 14, 2020 at 12:44 PM

    The writer has explain the topic very well and given exmples are better. It has been made clear idea about the topic to given videos.Very good article.

    ReplyDelete
  4. Thejani JayasingheJune 20, 2020 at 4:11 PM

    Very informative article about employer branding and develop the idea by using importance , action plane and sri lankan organizational practices. Employer branding enables an organization to attract talented and retain employees and satisfaction of employees are high in organizations which practices employer branding. Good job!

    ReplyDelete
  5. Jayasrini BandaraJune 27, 2020 at 9:49 AM

    Building a powerful employer brand will make recruiting much easier, improve staff retention and boost your general brand as well.

    But unfortunately, it’s a lot easier to ruin an employer brand than it is to maintain one.
    Following things can ruin a employer branding,

    1. You’re not a good employer.
    2. You don’t respect your candidates.
    3. You’re trying to force it.
    4. There’s no consistency.

    ReplyDelete

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