The Importance of Employer Branding

For most companies out there, recruitment is considered by many of HR Department people as a one-way selection process, where it’s all about a potential employer who will choose to hire a potential employee, and not vice versa.

But when HR Department people meet with highly qualified passive candidates, the selection process has suddenly changed and it’s rather becoming a two-way selection process, where a potential employee will also make a key decision whether he wanted to join this potential employer or stay at his current employer.

This is where employer branding becomes an important part of a recruitment process, especially to attract highly qualified passive candidates who might not be looking for a new job, but will probably interested to work at your company because of its strong employer branding message.

Employer branding itself is defined as the image of your organization as a promising place to work from other people’s perspectives (it could be your customers, clients, vendors, or potential employees). It is mainly applied not only to attract external talents, but also to engage and retain existing talents within the company.

In my personal opinion, the basic foundation of an engaging employer branding is one of the main responsibilities of the organization’s founder or its top management people, and it actually started with a very simple question, “In one single word, what would you like your company to be perceived by other people?”

The answer to the above question would give a very good starting point to develop your employer branding objectives based on these criteria:

  • It must be aligned with the company’s vision and mission
  • It must be aligned with the company’s work culture
  • It must reflect the main positive attitude of the existing employees
  • It must be communicated effectively, both internally and externally
  • It must be implemented properly and consistently

How to communicate your employer branding message is very important, because at the end of the day what matter most about employer branding is how your company would be able to attract qualified passive candidates and retain existing talents with minimum investments.

Last but not least, don’t forget to ensure your company is able to fulfill all your promises to the hired candidates. Nothing else could devastatingly ruin your employer branding than empty or broken promises.


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