The Hidden Benefits of Employer Branding
分类:海外  发布日期:2015-03-06  浏览 :16853次  推荐给QQMSN好友 

Recent upticks in the economy and the labor market in particular have changed the balance of power between employers and job applicants, bringing the concept of employer branding to the forefront.

HR professionals with a strong understanding of the connection between effective employer branding and talent acquisition may still be surprised to learn that investing in building and marketing your company’s brand can have positive impacts on internal metrics such as employee engagement and turnover.

If your company has made branding a priority for 2015, you should begin by assessing the current strength of your brand. Neil Costa, founder and CEO of HireClix, a boutique digital recruiting firm, emphasized that your employer brand is not simply a company logo or career page. Instead, it is “the emotional reaction people have to the idea of working for your company.”

Once you’ve identified the central elements of your brand, it’s time to choose a communication medium that resonates with both job candidates and current employees. The use of logos, career pages and social media are all common ways to do this.

Don MacPherson, president of human capital consulting firm Modern Survey, asserts that social media is the perfect place to tout your brand and reach both audiences. He pointed out that “the relationship between level of engagement and social media activity is significant. About 80 percent of disengaged employees do not follow their company on social media, compared to 44 percent of fully engaged employees.”

Shannon Smedstad, employment brand director at corporate advisory firm CEB, said that sharing brand messages “can even offer recognition to existing employees by telling their stories, which helps to highlight and amplify the employment brand.”

When measuring the return on investment from a branding initiative, Dmitry Kucherov, Ph.D., senior lecturer at the Graduate School of Management at Saint Petersburg State University in Russia, explained, “You should clearly realize why you want to implement branding … Depending on your goals, you can specify which key performance indicators branding could affect.”

In other words, branding should follow the same assess, design, implement and measure methodology as any other kind of HR initiative. For example, if your branding program is focused on improving talent acquisition, you might choose to measure the impact of branding on employee referrals. Experts tend to agree that a high referral rate indicates a healthy employment brand. As Costa put it, “You want employees to feel strongly and positively enough about working for your company that they want to invite others to work for you.” If referrals are high, it is a strong endorsement of your brand from those who know it best.

Candidates that come via referral are also less expensive than those who are reached by advertising campaigns, and are often higher quality. Moreover, employee referrals tend to indicate that the workforce is highly engaged. MacPherson defined several tenets of employee engagement:

A willingness to refer the organization.

  • Pride in the organization.
  • Having a sense of future.
  • Intent to stay.
  • The extent to which an employee is inspired to give extra effort.

“Employment branding influences employees’ willingness to refer the organization and their sense of pride, both of which have huge benefits,” he said.

However, according to Modern Survey’s research, there is a huge opportunity for improvement in many companies, given that only about half of the U.S. workforce say they would recommend their employer.

Another area where employment branding can positively impact outcomes is candidate experience. Research conducted by CEB in 2010 concluded that 49 percent of job applicants leave with a negative impression after an unsuccessful application. More alarming is the fact that one in five of those applicants stop using or buying from the company as a result. This is of greater consequence for a company selling directly to consumers, but the implication is clear: How you treat candidates and how they perceive your employment brand can affect your consumer brand and reputation in the marketplace.

Smedstad summed up the importance of a talent acquisition professional’s job: “If recruiters are not successful brand ambassadors, it can affect the organization overall.” Because of the connection between employment and consumer brand, Smedstad also encouraged HR practitioners to work cross-functionally with colleagues in marketing and communications. The benefits of pooled resources and brain power cannot be overstated.

As HR professionals prepare for a more competitive labor market and draft the business case for increased spending on employer branding, it is important to remember that your employment brand has an impact far beyond talent sourcing. When undertaking a new branding initiative, make sure that you consider and measure all of the potential benefits.


  • 前一篇: How A Great Company Culture Improves Customer Loyalty
  • 下一篇: 优秀的企业需要允许员工进行自我管理

    · 2017HRSalon Awards 中国人力资源...
    · 2017年节假日放假安排出炉-中秋国...
    · 【年会宝典】企业年会策划全套流...
    · 优面宝:从面试管理入手,想要提...
    · 一场活动至少节省4个小时,“签到...
    · 85后中高端人才偏爱互联网 85前中...
    · 2016中国人力资源CEO硅谷创新参访...
    · 优面宝:从面试管理入手,想要提...
    · 2016年SHRM第68届全球大会将于6月...
    · 2016年中国人力资源沙龙论坛展会...
    · 感恩节温暖回馈:2015第二届中国首...
    · 2015第二届中国首席学习官论坛在...
    · [12/08] 上海:12.8上海《全面解析年...
    · [11/24] 深圳:11.24-11.25深圳《企业...
    · [11/16] 深圳:(11.16-11.17深圳)数...
    · [11/03] 上海:11.3上海《战略人力规...
    · [10/20] 深圳:公开课《打造事业合伙...
    · [09/22] 上海:9.22-9.23上海《企业关...

    关于沙龙 顾问委员 广告推广 友情连接 隐私安全 站点地图 会员风采 联系我们 招贤纳士 申请VIP会员 支付方式

    沪ICP备08005049号  Copyright 2003-2017



    行业动态 行业动态 业内活动 沙龙精粹      
    沙龙活动 推荐活动 沙龙活动 精彩回顾      
    热点专题 热点专题 每日头条 沙龙祝福      
    社区论坛 谷逸网络学院 特别讨论版块 资料下载 城市板块 信息交流 休闲版块
    HR网址 网址导航 提交网站        
    公司库 推荐公司 提交公司        
    谷逸博文 博文头条 优秀博文 HR微博      
    管理新知 创新创业 电子刊物 HR团购      
    VIP会员 个人VIP 企业VIP 机构VIP HRTech中国    
    关于沙龙 沙龙简介 顾问委员 会员风采 广告推广 招贤纳士 网站地图
      隐私安全 友情链接 联系我们 支付方式    
    我们的爱- HR沙龙公益