The Evolution Of Employer Branding

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Employer branding is important because organizations are now increasingly realizing that employees should understand the employee value proposition. 

While managers have to do a significant amount to manage the security, stability, and safety concerns of their employees, they need to make more of an effort to retain their best talent. 

Previously, employer branding attempted to showcase the physical attributes of working in an organization i.e. people, environment, and location. Today, with a majority of employees working remotely, the physical connection they feel to the workplace is rapidly being reshaped and employer branding needs to evolve to reflect the “new normal.” 

Moving beyond the traditional website

Generally, employer branding focuses on recruitment advertisements to create attractive content for online advertising, as well as print and social media advertising. Various companies have gone beyond corporate websites to embrace newer platforms like TikTok, Pinterest, YouTube, Snapchat, and Instagram. This is done to encourage tech-savvy employees and showcase the organizational culture and social conscience. 

In a post-pandemic world, employees and potential candidates are looking for more meaningful workplace culture.

Actions speak louder than words

According to the most recent annual Employer Branding research from Randstad, good pay and benefits rank high on the list of employee motivators worldwide. 

However, employees are now much more concerned about work-life balance and job security, two factors that rank second and third respectively. 

Many candidates still do their research to verify if a company’s promises to their workforce are a reality. Prospective candidates increasingly want to know what it is like to work for an organization from an employee perspective. They do not hesitate to ask more difficult questions in hiring interviews about the capability of managers. 

HR focus must shift to engagement 

It has become imperative now, for employers to make a switch from recruitment to engagement. Good talent is hard to find and recent reports suggest that a significant number of employees are looking to move into new roles in the coming year. A TechRepublic article cited that surveys show that between 26 percent and 40 percent of employees were considering leaving their current jobs. 

Flexible work is a priority

After the pandemic struck, flexibility at work that was previously considered a rare benefit is now mainstream. Flexibility at work for employees has now become a major factor in prospective candidates considering employment with an organization. 

The new focus of employer branding 

If employer branding is focused largely on physical experiences which can no longer be experienced today, then it loses relevance. 

Organizations are now refocusing employer branding efforts to highlight stability and job security while also encouraging employees to challenge themselves at work, thereby giving them a new purpose. 

The new focus of employer branding is now identifying the factors that motivate top talent in an organization. 

Building an employee value proposition

Today, organizations are focusing more on building a strong value proposition. The leadership is now realizing that a strong EVP is critical to retaining talent at a company. 

Employee experience is rapidly becoming a driving factor in the success of an organization. It plays a strong role in defining the messaging of a company. Equally important to the organization’s leadership is the perceptions of the organization as an employer in the corporate market. 

Closing thoughts

The trends in employment are constantly evolving, driving organizations to actively reassess their recruitment and employee retention strategies.

Also read: How Employees Can Understand Company Culture While Working Remotely

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