EMPLOYER brand is defined as the perception of an organisation by its current and potential employees.
It is important in recruiting, retention, employee engagement, morale, and company culture. Employer brand is built by developing a clear mission statement and creating an authentic employer brand by focusing on the organisation’s culture.
Struggling employer brands face numerous problems.
Chief among them is the inability to attract and retain staff.
These organisations are often characterised by high staff turnover and offer letter rejection rates from potential employees. Research shows that such organisations have perennially low employee engagement levels.
Employers with good employer brands find it easy and cheaper to hire staff. They do not pay a premium when hiring new employees because employees are already attracted to such brands.
For organisations with unattractive employer brands, potential employees put a premium on their salary demands before joining you.
More importantly, bad employer brands spend enormous resources replacing departed employees.
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Any chief executive, who ignores the importance of the employer brand in building a successful organisation is daydreaming. A bad employer brand constrains the business from reaching its full potential.
Challenges of building
Building a positive employer brand can be challenging for organisations. One challenge is that building a strong employer brand can take time.
Organisations must be patient and consistent in their efforts to create a positive employer brand. Additionally, organisations must know how their employees and potential employees perceive their actions.
If the organisation is not living up to its mission statement or values, it will not be easy to build a positive employer brand. Finally, organisations must be mindful of how they use social media when building their employer brand, as it can easily backfire if not done properly.
Measuring the success of employer brand
Organisations can measure the success of their employer brand by tracking employee engagement and retention rates as well as customer feedback.
Surprisingly, some organisations have not done an employee engagement survey in a long time, hoping that employee problems will disappear.
Employee engagement and retention rates are important indicators of how successful an organisation’s employer brand is. They show how satisfied employees are with their job and how likely they are to stay with the organisation.
Strategies for building a positive employer brand
Organisations should create a clear and concise mission statement that outlines their values and goals.
This mission statement should be communicated to potential employees and customers. This will help create an authentic employer brand consistent with the organisation’s values and goals.
Organisations should strive to create an authentic employer brand that reflects their values and goals.
This can be done by ensuring that all of the organisation’s messaging is consistent with its mission statement and values and by engaging with employees and potential employees through social media and other channels.
Additionally, organisations should ensure that their actions are consistent with their employer brand.
You can use social media as a powerful tool to build your employer brand.
Organisations should use social media to engage with employees, potential employees, and customers to build relationships and create a positive employer brand.
Additionally, organisations should use social media to showcase their culture and values to attract potential employees.
Organisations should invest in employee development to create a positive employer brand. Investing in employee development shows that the organisation is willing to commit resources to support its employees and is committed to helping them grow professionally.
This can help create a positive employer brand as it shows potential employees that the organisation is committed to providing them with opportunities for growth and development.
Conclusion
Employer brand is important in recruiting, retention, employee engagement, morale, and company culture. Organisations must be patient and consistent in their efforts to create a positive employer brand while also being mindful of how their actions are perceived by their employees and potential employees.
Additionally, organisations can measure the success of their employer brand by tracking employee engagement and retention rates as well as customer feedback.
Nguwi is an occupational psychologist, data scientist, speaker and managing consultant at Industrial Psychology Consultants (Pvt) Ltd, a management and HR consulting firm. https://www.linkedin.com/in/memorynguwi/ Phone +263 24 248 1 946-48/ 2290 0276, cell number +263 772 356 361 or e-mail: mnguwi@ipcconsultants.com or visit ipcconsultants.com.
