‘Why is Employer Branding Important?’
Companies have to adapt to every change in order to survive in today's tough competitive environment. Employer branding has strategic importance for companies in this context. Competing for the intellectual workforce, that is, qualified human resources, which is the most valuable resource of businesses, and becoming an employer brand has become a necessity for the success of businesses today.
Attracting the intellectual workforce to the business, providing an advantage in the recruitment process, making a difference in the short and long term, offering appropriate incentives to increase employee motivation and performance, and becoming an employer brand to strengthen employee loyalty are important factors. All these reasons not only create positive perceptions in employees, but also give them an advantage over rival businesses.
What is Employer Branding?
Employer branding means distinguishing itself from competing businesses in order to be the company preferred and desired by employees. The main goal of employer branding is to find, recruit and retain qualified employees faster and more effectively than competitors, thereby increasing the profitability and growth of the business; because qualified employees in the business are one of the most important elements of the success of the business.
Creating a brand image is very important not only for customers but also for employers. Employer branding is a concept that is not only about employees or potential employees, but also about customers, stakeholders and society. Employer branding differentiates a business from other businesses as an employer and sometimes appeals to different groups within itself.
The employer uses marketing tools in the branding process. Image-creating marketing activities carried out for customers are also applied to the employer brand image in accordance with human resources functions. In addition, the value given to qualified workforce as an employer brand is also a marketing strategy; It should not be forgotten that employees, as well as customers, are the most valuable assets of a business.
Why is it important to have an employer brand in today's business world?
One of the basic qualities that companies must have is image and reputation. The factors that affect image and reputation are product, service, employees, company history, successes, crises, and the perception of the company in society. The company's image should not be limited only to services and products.
Employer brand is also an element of how the company and brand are perceived in society and what their reputation is. Employer brand focuses on qualified employees; In employer branding processes, strategies are developed to attract potential candidates who will add value to the business and ensure the profitability and continuity of the business.
Businesses gain many benefits with employer branding. The profitability of the business increases, its competitiveness increases, and the business is ensured to be in a leading position. As the recognition of the brand and employer brand increases, talented and high potential candidates can be reached more easily.
Things to Consider for Employer Branding
Finding suitable and qualified employees for the business, hiring the best candidates and long-term employment processes of the hired employees in the business are meticulous tasks.
Some points that will create an image as an employer brand are stated as follows;
- Advertising, promotional activities,
- Working environment, physical characteristics,
- Geographic location,
- Awareness,
- Employee satisfaction and customer satisfaction,
- Sector, product image,
- Working styles (office, home office),
- Working hours,
- Wage and fringe benefits,
- Career management,
- Training and development, academy,
- Business employee profiles,
- Business organizational structure, roles and areas of responsibility.
From a human resources management perspective, businesses should develop strategies to find, attract and retain qualified candidates with a human resource advantage. The employer should increase the competencies of qualified candidates by hiring them and gain an advantage over their competitors with the contributions they will provide to the business, and the competitive advantage thus created should strengthen the employer brand.
What to Do to Become a Successful Employer Brand
To create a successful employer brand, some priorities need to be taken into account. It is a very important factor that the company values, mission and vision are conveyed and maintained appropriately to the employees.
Conducting accurate and effective work in areas such as job analysis, wage policies, performance evaluations and competency management is necessary to increase employees' commitment and satisfaction to the company. It is necessary to determine what employees expect from the business, what the general and temporary problems the business is experiencing, and to produce solutions accordingly.
Analyzing the strengths of competitors in detail and developing strategies in areas where the company is lacking or needs to be improved are useful solutions.