This has marked implications for HR professionals, who should be constantly monitoring their employer brand image to ensure they remain competitive in recruiting top talent and maintaining a favorable reputation with the company’s stakeholders.
Steps that HR leaders can take to build or enhance their company brand include:
- Partnering with the marketing department to align HR’s internal employee brand with the company’s external brand, as viewed by the public.
- Creating a corporate culture that’s distinctive from competitors, and fostering loyalty among workers. A focus on innovation and rewarding unconventional thinking is helpful in making an organisation stand apart from rivals.
- Offering cutting-edge benefits such as flexible work options or health care for part-time workers, which will encourage employees to spread positive messages about the company in their free time.
- Communicating business goals with employees, so they feel connected to company values.
- Embracing new technology to showcase commitment to younger workers and the next generation of innovators.
“It is clear that with the increasing talent shortages around the world, we will begin to see many more follow the lead of companies such as Google
, Marriott, 3M, and EY
in recruiting leaders to leverage the value an employer brand strategy has on profitability and sustainability,” said Brett Minchington, chairman/CEO of Employer Brand International.
Between the years 2009 and 13, indeed.com saw a 300% rise in job postings for the position of brand manager, evidence of an increasing emphasis on the role within organisations worldwide.