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Five Key Challenges Facing Employer Branding

By HR Tech Outlook | Wednesday, September 30, 2020

Most employers do not know the basics of branding and find it challenging to start initiatives. And this is an issue if employers do not actively listen to employees and take their problems into account.

FREMONT, CA: Employer branding represents an organization's effort to support a clear view of what makes it desirable as an employer. It is about advertising the workplace's culture, values, and goals to attract potential candidates and retain existing employees. Therefore, employer branding is a vital factor for the image of a firm as a workplace.

Here are five branding challenges that organizations face:

Communication Inconsistency

Candidates want to know what the company stands for; therefore, consistency in messaging and communication is crucial in employer branding. Without any consistency, there will be confusion among candidates, which will result in losing potential and current employees.

Good Brand Image

A good brand image will help attract a qualified workforce at the right time. Employees need to use their creativity to help a business sustain and grow. To find such talents, organizations need to create the impression that they have the best workplace to work.

No Collaboration

One problem that companies face when it comes to employer branding is the lack of collaboration across departments and teams, which results in duplication of efforts. This can make it hard to execute the strategic approach and restrict the impact of branding campaigns.

Not Knowing where to begin

Most employers do not know the basics of branding and find it challenging to start initiatives. This is an issue if employers do not actively listen to employees and take their problems into account. They also may not know the right channels to communicate the brand values.

To initiate branding activities, it is crucial to start from the basics. Employers should put themselves in the applicants' situation and understand their opinion of the company. They should interview processes and communicate before and after hiring.

Lack of Capacity

If an organization's marketing department is not well-equipped to create a strong employer brand, team up with a recruitment consultant who can help the company execute the employer branding plan.

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