Employer branding can help the human resources department in three key processes – in recruiting, retaining and motivating employees. In the 90s, recruitment was done mainly through advertisements, but today’s technologies and electronic media enabled two-way communication, which means that external parites can share their opinion about the company and services and influence their reputation. Recruitment process is easier for organizations with a positive business image. It is possible to choose better staff, increase employee retention, and even offer lower salaries compared to their competitors. A good and reputable business rating encourages employees to increase the level of organizational commitment, satisfaction, engagement, productivity and efficiency, and employees are confident when work for an organization with a positive reputation. Such an employer has credibility, which is important for reducing employee turnover, and employees are loyal and identify with the companies’ values. An additional strength of being an attractive employer is that your organizations’ influence is increased among the competition.
Why invest in employer branding?
The human resources department must understand the company’s business, but the management must also be familiar with HR processes. Recruiting new employees requires investment in advertising, investment of time and manpower in the selection process itself, as well as the resources necessary to introduce the new employee into the system. If your company does not have a good reputation it will often be necessary to pay new employees above market value in order form them to work for you. An employer’s brand is established in real time and requires maintenance and constant attention, even when things are working well. Organizations need a targeted, long-term strategy to attract quality employees. Employer branding can help create and maintain a culture of success and productivity in the company, and for the company to be well positioned, a systematic approach and involvement of employees in all positions is required. Investing in employer branding pays off many times over and should be a priority of management in all companies that want to be leaders in their industries.