Building a Competitive Employment Brand Proposition
Like any consumer brand, an employment brand communicates to potential employees what it is like to work for your company and why employees are retained. An employment brand communicates a company’s culture, values and beliefs. In short, it defines what makes your company unique and what it stands for. A strong employment brand is also an important element in a company’s decision to become an Employer of Choice. This citation can help differentiate your company in the marketplace and is an advantage in your ability to attract (and retain) the best candidates. When used successfully, a strong employment brand should lower employee turnover and reduce hiring costs. It should also, by association, increase productivity. Developing an employment brand involves making an all year round commitment throughout all facets of your company. It needs to be viewed as an integral component of how business is carried out.
Current thinking suggests that rather than focus on developing an employment brand, company’s needs to think about developing an Employee Value Proposition (EVP). EVP is an accurate way of describing the perception of an organisation as an employer. For most companies EVP = Employer Brand; only in a few instances where the public perception of a company as an employer is different to your brand will the two not equate. For example, some FMCG’s where branding tends to be around products not the company.
The real value of employment branding can be realised through employee engagement. This is about getting employees who buy into delivering your brand promise engaged. Realistically we don’t want everyone to want to work for us, we just want those who really believe in what we want to achieve. They’re the ones who delight customers, who go the extra mile, who are walking the talk.
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