What is Employment Branding?

Employment branding is the process of creating market perception of an organization as an employee’s choice in the labor market.  Employment branding is essential to analyze so that employers can understand what motivates individuals to work for and continue working for them.  Some employers such as Google, Apple, and Sony have created images that are universal icons which remain competitive in the labor market.

What Strategies Should You Use For Employment Branding?

Employment strategies cover several components which often influence retention. Some strategies include:

• Creating positive, compelling images of the organization that convey social responsibility and industry impact.
• Providing clear and consistent messages about what it is like to work at the organization through phrases such as “commitment to innovation”,” teamwork”, etc.
• Encouraging the best potential candidates to apply for jobs with advertisements using media.
• Decreasing the time-to-fill and cost-per-hire ratios.
• Lowering turnover by offering competitive packages and enjoyable work environment.
• Linking the employment brand with the company’s product brands by reinforcing the public’s image of the organization.
• Giving employees a sense of pride in their company by knowing they are working for an employer that has a competitive edge and/or positive contribution to society.

To help build and/or improve on a brand, it is vital to consider the channels used for marketing to potential employees.  Some popular channels are the company’s website, media ads (television, radio, and print), brochures, appearances at job fairs, campuses, or other types of events.

The goal is to make sure employees are feel valued, ensuring business goals are met, while being competitive and unique to one’s own core values.

This post is provided by the HR Pros at the HR Support Center.  When you need essential information on human resources issues, from benefits, hiring and management, to culture, technology and regulations, HR Support Center is a resource on which you can rely.