Throughout the past decades it was observed that the concept of employee engagement has been given a high amount of thought. Organisations tend to identify new ways of increasing employee engagement and satisfaction in order to retain their employees. With the integration of HR and marketing the emergence of ‘Employer Branding’ has made a massive impact on the functioning of organisations across the world.
According to a Betterteam blog 2017, “50% of candidates say they wouldn’t work for a company with a bad reputation even for a pay increase.”
Unemployment is a major crisis faced worldwide. It is obvious that companies would never have a shortage of applicants for a vacancy. Unfortunately, the key to recruitment is to obtain the best of talent available in the market. Initially offering a high salary and incentives was used as an effective tool to attract talent but throughout the past few years things have taken a slight turn. It is evident that even though companies pay high salaries, they are still unable to recruit employees with the expected level of talent and tend to lose the best of talent available. The key reason behind this would be Employer Branding.
Employer branding simply means attracting the best of employees by promoting the organisational work environment. Making your company the ideal place to work. Companies need to start this concept by recognizing where they stand with their current employees, company culture, management and value proposition. Developing on these factors help towards effective employer branding that is capable to achieve organisational goals and objectives as employees are recognised as key resources of any company.
Companies do many activities to promote employer branding, mainly changing infrastructure to be more appealing, promoting a fun work environment through social media, having innovative discussions and workshops with universities, casual exit interviews, rewards and recognition and most of all focusing on employee development and empowerment. This enables companies to reduce cost per hire and time per hire, reduction in employee turnover, retain a better talent pool as organisations focus on developing their employees and create a set of suitable candidates who are awaiting to join. Such activities can make the functioning of HR much easier and convenient not only for the management but for employees as well.
Many might wonder as to how employer branding interacts with marketing of an organisation. From recent, many companies and clients prefer to engage in business with organisations that have a good employer branding and is known for a reputation as a modern thinking and growing entity. These help clients to feel confident enough regarding a good product or service to be obtained and at the same time look impressive from their side as well. At the end of the day who doesn’t want to have a relationship with a leading and trending organisation.
At the same time it is an accepted fact that employees are one of the key resources of any organisation. They influence the output and productivity of any company. By recruiting and retaining an excellent talent pool and organisation markets its products and services by its self as the final result is of high quality and standard.
Hence when scrutinising the concept of employee branding and its overall effects it can be identified that it goes hand in hand with HR and marketing, making it the perfect marriage between the two.