|
The author clarifies the key concepts behind employer branding and the role of HR in creating and managing the brand, both as an organizational development activity and a weapon in the talent war. She argues that many HR professionals take no responsibility for their employer brand and that they need to understand and use marketing techniques to ensure a strong, positive employer brand and reputation.
The benefits of a strong employer brand are numerous and tangible and the good news is that you do not have to be a large multinational to have a strong brand. There are many examples of small and medium-sized companies that punch above their weight as employer brands; for example the technology consultancy Risk Management Solutions Inc. (RMSI), with fewer than 1,000 employees, recently won an award as the top company to work for in India, ahead of global giants such as Infosys, which has over 46,600 employees.
Employers with a strong and positive brand can expect to find it easier to attract and retain the best employees, wooing them away from competitors and reducing both turnover and recruitment costs.
Employees, who believe in the organization and its future are more loyal. They act and function in unison when faced with change.
These benefits apply whether the workforce is highly skilled or not; low turnover and a loyal workforce is a benefit in any sector. |
