Reinventing your employer brand in the digital age

Haresh Awatramani is an innovator and pioneer in the field of human resource management with over 20 years of experience in the technology and communications industry. Guided by strong core values ​​like professionalism, technical proficiency and authenticity, Haresh offers its clients revolutionary and one-of-a-kind products that are exemplary in the HR world. As CEO of Beehive, Haresh is an extraordinary leader under whose leadership is built cutting-edge personalized HR software which is a fully cloud-based one-stop-shop HR solution for businesses, driven by technology to become a key driver of employee well-being.

Most companies use corporate branding to promote their products and services, but fewer understand the value of promoting their employer brand. As the hiring market becomes more competitive, your employer brand’s ability to attract and retain top talent becomes increasingly important. If your company’s reputation as a great place to work isn’t particularly strong or well-publicized, it will be much harder to attract the talent you need to grow and thrive. Employing employees as spokespersons is integral to a company’s brand value as an employer. Here are several approaches CEOs/HROs should take to this accountability:

Make HR and marketing work together: To align your branding and business strategies, the marriage of marketing and human resources is the most crucial partnership to implement an employer branding strategy. Employer branding, in particular, shouldn’t be driven solely by marketing. Since HR’s main audience are company employees, if your organization delivers on its promises to potential hires, it can be instrumental in creating a brand-driven culture in which employees are the evangelists. of the company’s employer brand. HR and marketing can work together to develop internal and external communications that facilitate recruitment, primarily through social media.

Leverage the power of social media: Once you have defined your employer brand, the set of characteristics and qualities that distinguish and attract your organization, it is essential to communicate this brand consistently across as many digital channels as possible. Among these channels are your company website, social media channels, and the growing number of companies dedicated to providing employers with a platform to showcase their job brand, such as Glassdoor, Linkedin, and others. Companies can create a reliable, authentic and accessible employer brand by communicating with their existing and potential talent pools via social networks.

Flexible work model: Flexible working is now firmly on the agenda. Businesses have realized that remote working is doable and can be a highly productive model. Many employers have said they will continue to offer remote work options to employees who want them, as well as a hybrid plan. In this new hybrid model, an employer brand needs to be more creative if it wants to create a sense of camaraderie regardless of physical location. Organizations are also realizing the benefits of allowing employees to structure their days around their needs, focus on production rather than hours worked, and allow them to work around other obligations. Candidates seeking employment in industries that support this will now expect flexibility to be built into workforce policies.

A support system for employees: The mental health of employees is essential. Recognizing this, companies have gone above and beyond to help their employees. Employers who prioritize employee well-being and happiness have a much better chance of attracting the best workers to join their ranks, whether by modifying existing health plans to include mental health support, adding COVID relief or even expanding access to mental and physical health support. to the workforce.

In addition to the above, employers who commit to diversity, equity and inclusiveness are more attractive to candidates than those who do not. Employers today need to be aware of their reputation and the sentiment in the minds of their employees. Companies need to be mindful of their reputation as the workforce and workplaces are redefined and talent changes jobs frequently. A strong employer branding strategy is key to attracting and retaining top talent.

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