Organizations often build their employer brand similar to the corporate brand, which can fail to bring desirable results. The issue with this is that the corporate brand is designed for consumers, not candidates.
FREMONT, CA: Attracting and retaining top talents is necessary to stay ahead in the competitive market. A strong employer brand can help achieve that goal. Employer brand is mainly the perception of employees about their companies. If a company has a bad reputation in the market, it will affect its brand. As a result, the company may encounter high turnover rates as well as face difficulty in attracting talents.
Let us look at the factors that affect employer branding:
Corporate Brand is Different
Organizations often build their employer brand similar to the corporate brand, which can fail to bring desirable results. The issue with this is that the corporate brand is designed for consumers, not candidates. The requirements of consumers and candidates are completely different. Hence, language and tonality should be different. In the matter of candidates, companies are not selling products or services. Instead, they are selling the idea of devoting time and effort to a company that matches candidates' values.
HR Pros Lacking Enough Marketing Support
HR is the front face of a company. The first one to confront a potential hire is a human resource professional. They are responsible for creating a good impression of the company on candidates. In most cases, human resources professionals struggle with understanding the aspects of marketing. So, they turn to the marketing team for help. Unfortunately, the marketing team is busy selling things and do not often have the time to train HR on the best way to create an employer brand.
Employee experience is one of the key factors that influence employee branding. If employees choose to leave the organization, they may carry with them some strong emotions about their experience. There are multiple online platforms where employees can voice their experiences and share their views about the companies they worked for. It is needless to say that bad employee experience can jeopardize the employer brand.
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