Current State of Employer Branding
February 12, 2025
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Communication is one of the most essential factors influencing employee’s behaviour. Employee’s perception towards the organization and their team manager determines their behaviour. Communication enables employees to understand what their organization wants them to do? Communication helps in changing an individual’s attitude and thought process. Managers need to know whether their team members are facing […]
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Staffing and Recruiting during the Boom Years One of the key areas that the HRM unit works with is the staffing function. Hiring and on boarding of employees’ remains a critical activity that many HR managers are yet to master. This is mainly because of the unevenness of the demand and supply in the market […]
Ours is a knowledge-based economy. Competition in the business world actually takes place around one key aspect – the talent of those who have built and are running a business successfully.
Previously, many factors were considered when it came to measuring the competitive edge of one company over the others. Not that these factors, such as financial assets, technologies, machinery, raw materials, and licenses and patents, aren’t important. But over the last few years, they have become secondary and talent has become the primary driver for competition.
Since talent is of prime importance, companies are increasingly realizing that their employer branding strategy must aim to deliver a total, an absolute experience to their workforce. Recruiting the right talent is not going to take them any further.
Moreover, employees needs and aspirations keep changing with time. The branding strategy must draw the complete picture, carefully crafting the ways to impact employee experience across all touch points, on an ongoing basis. An abrupt or short-sighted strategy will fail to optimize the output.
Effectively auditing and managing employee lifecycle can help organizations create a total employment experience for their workforce. However, this exercise must be conducted for everyone, including trainees, pre-hires, just-hires, active candidates, passive candidates, re-hires and the rejected candidates.
Most organizations will need to modify their hiring process and bring a change in their culture to make this happen. They are in habit of not maintaining contacts with candidates who got rejected in the hiring process and treating resources with due respect once they are onboard.
It must be noted that the new breed of professionals place ‘respect’ much higher than other motivators.
There are two types of candidates – one, who are actively seeking new opportunities; two, who aren’t active job searchers but if something interesting comes their way, they’ll grab it.
The former are active candidates and the latter are passive candidates. While your approach towards active and passive candidates will be different but you are expected to deliver an absolute experience to both of them.
Send out communications to passive candidates through relationship marketing or social media in a way that they associate you some trait, which they find meaningful.
When you invite applications, you must carefully design job description. How you structure it sends a message to potential employees about how serious or casual employer you are.
Once applications start pouring in, analyze them and put them in the right stack. Decide which ones to send further. This is a stage where most employers behave typical. They don’t understand the importance of communication at this stage. Here we are talking about:
If there applications are rejected, inform them why they couldn’t make it to the interview list and that you would consider their candidature for a more suitable opening in future. Inform the ones whose applications are sent further.
What you say, how you say, what you focus on has a great impact on potential candidates. Be clear in your communication and make them understand how valuable your employees are and how you help them grow on both personal and professional levels.
Each candidate at least deserves a letter from you appreciating their interest in working for the organization. It’s important to inform them why they weren’t selected.
When people join your company, they are either too excited or too nervous. Both are extreme conditions, which you need to handle well. Let’s see what all touch points you need to handle at this stage.
What you communicate and how you communicate is going to lay a stronger impact on the new hires or disappoint them. It’s when they have a real and firsthand experience. It’s when they discover if they have joined the right organization. The gap between what was promised and what is delivered can divert their attention.
New employees shouldn’t be overloaded with too much information and responsibilities. Let them settle in.
Some employees exit on their own while some are asked to. The focus here is to make it as decent and pleasant as possible. Maintain your dignity and respect the outgoing to ensure they leave as brand advocates.
Optimizing experience at all these touch points will help you strengthen your employer brand. You may make mistakes. You may suffer from pitfalls. But this shouldn’t discourage you.
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