Introduction to Employer Branding
Branding is the crucial part of any business. It’s the reputation of the company that is viewed by the customers in what kind of business they are.
But there is another kind that has been around for a while and used by many to succeed, employer branding. Employer branding is the description of the employer and their reputation to show the company and their products in how they work. Companies use this technique to bring the employer and the product together to show what the business offers in how this employer works with its employees and the product that they deliver. While it works for customers, the main focus is to bring talent into the company and show potential employees what kind of place they are likely to work at and who they are working for.
For any company today, employer branding is vital and necessary to show they are credible and efficient which can be done using employer branding to build their identity. Employees are not only looking at the company or the service they provide, but they are also looking at the place of work itself and how operations are run and whether they will benefit from working there. Using an employer as branding bring you the best talent as it shows the human aspect of that a business should provide. Websites like Reed and Indeed look at employer branding for future employees to see what kind of reputation the company has.
If done right, this brilliant tactic gives you the best people and business plan you could ever want.
History of Employer Branding
The earliest discussion of employer branding starting in the 1990s. It has developed and exploded within the late twentieth century. The main effect of this boom in employer branding with more and more ways being made to promote your employer brand is thanks to social media. Methods using videos, social media posts, advertising to show off how the employer can benefit the talent it wants have been used by companies big and small.
Let’s look at some examples of employer branding at Google. Google has shown the benefits of what working for them can provide, with pictures of their offices. an account that shows life at Google headquarters through posts. This tactic that Google has used displayed their environment and the people that work there to entice more talented employees to work for them.
Over the years, the image of the employer matters more every day because of how people perceive you. This is mainly because of low employment which has led to many companies fighting over talent with the winner that gives the impression of what the candidate is looking to work at that establishment.
Social media has made this easier with Facebook and Twitter providing a more human nature for candidates to look at how their employer branding can be seen as personal.
Employer branding vs Product branding
Employer branding and product branding are two vastly different ways in order to showcase what kind of company the employer works for and how businesses can benefit what makes employer branding different the normal product branding. Product branding relies solely on the product the company makes itself in not just the end product but the manufacturing, the logo and the design of it. These features provide customer loyalty to what they know about the business. For talent, it gives them the attributes they want to make for the company so to speak. But this can be flawed when compared to employer branding because of expectations.
This is because the end product is what talent expects to make out of working for the business and what they can provide, but if they are not met or the initial product is a failure, the employees will not look for places that cannot deliver what is promised in the label and logo. This benefits employer branding in that employees and customers are looking at what the employer is for that company.
The employer brand only looks at what kind of work and how they would treat employees is like. Another difference with product branding and employer branding is the target audiences. Product branding looks at a wider audience in where they can sell it and how can I be represented. Employer branding is different in that it looks at the same talent pool as other employers do so the target audience they look at is how businesses must be seen on employee websites and work adverts.
Critique of Employer Branding
There are ways in which companies can still get employer branding wrong and damage their business in the way they do it. The main critique that comes with employer branding is quantity over quality of talent. Many companies will focus their employer branding on having as many candidates as possible applying for them when they should be focusing on the best employees to search out for. This provides a difficult challenge in that businesses need to focus their employer branding on looking at the best-qualified people for the job and at the same time, discourage anyone who is not qualified to not take it. The other challenge is making sure the expectations of what the employer shows to candidates is truthful. Employer branding can sometimes overreach in what kind of message they want and can lead to many that turn away because the way their branding is currently is not going to get them any talent.
At the end of the day, employer branding can and has been beneficial to companies. This is done by knowing what kind of talent they are looking for and knowing the competition they face with other businesses. But with all the benefits and critiques, employer branding is something every business today looks at for talent.