Blog Post

Employer Branding – The Need of the Hour

As we’ve noticed the recruitment scenario has taken an almost 360° turn over the past decade. The employer-centric market has gradually given way to an employee-centric one. This shift has obviously led employers to rethink and rework on their strategies to attract new talent.

Creating Employer Brand

With the growing need to attract the right talent pool and retain them employers are being compelled to create a strong employer brand.

What is employer brand?

Well, the best way to describe employer brand is the trust level an employer can win over and influence employees with their working environment, culture and values.

“Your brand is what people say about you when you are not in the room”.

It is the employer brand that can set aside a company from its competitors.

It has become crucial for every company to leverage the benefits of its brand image. As such, they need to grab every opportunity to make their employer brand stronger.

With information flooding from all quarters, employees have become more and more vigilant. This calls for every employer brand to be more transparent and genuine.

When can a company actually stand up to the questions of the well- informed world around it?

Definitely, when it is honest and has nothing to hide. Such companies are the ones who allow their employees to speak for them.  Their employees themselves turn out to be their brand ambassadors.

“You attract people by the qualities you display. You keep them by the qualities you possess”.

Authentic Stories is the Solution

Employers who have sensed the changing pulse of the talent pool have tapped this as an opportunity. Instead of trying to attract them through lengthy write-ups about their company or trying to share the statistics of their success, such employers have turned to story-telling – sharing real stories about real people.

So, “Tell them your story”.

With social media capturing center- stage it has become all the more easy to share interesting and true employee stories with people.

Of course, you have to invest time and energy in picking up employee stories consistently and publishing them. But in the long run, this can result in attracting the kind of employees you look forward to hiring.

Each company needs to figure out a possible way of capturing these stories. It can be mobile apps where employees can share their stories or photographs or certain competitions on social media, among employees, can be organized so that they can hashtag and share their stories and photos.

These stories and photos can be easily used during recruitment drives to give people a real picture of the workplace.

Employee stories have proven to be effective in all kinds of industries. It is, definitely, going to have a stronger impact in the coming years in building a strong employer brand.

“People do not buy goods and services. They buy relations, stories and magic”.

Sarla Sharma

Pioneer Management Consultant Pvt Ltd