Employer Branding

.docx

School

ESCP Europe Turin Campus**We aren't endorsed by this school

Course

MANA HM01

Subject

Management

Date

Dec 16, 2024

Pages

Uploaded by BailiffMusicChinchilla41

Employer Branding1.Employer Value Proposition (EVP):This refers to the unique set of attributesand qualities that make an organization distinctive. It's what sets an organizationapart from others and attracts talented individuals.2.Employer Branding:This is the process of promoting and communicating anorganization's EVP to its desired target audience. The goal is to become an"employer of choice" and attract the best talent available.Two key benefits of effective employer branding:Reputation as an Employer:A strong employer brand enhances an organization'sreputation as a desirable place to work.Value Proposition for Employees:It clearly communicates the value andbenefits that employees can expect from working at the organization.The importance of employer branding in today's competitive job market.There's a global need for talent, making it crucial for organizations to attract andretain top employees.Companies with positive employer brands receive twice asmany applications.Investing in employer branding can save significant costs per new hire comparedto those who don't. (more or less 4723€)A strong employer brand is essential for attracting and retaining top talent, leading to costsavings and a competitive advantage.To find the information about the brand of a company it is commonly used glassfoor,facebook, linkedin or Twitter.Employer branding not only impacts potential employees but also has a significant influenceon current employees.Managing the Psychological Contract:Employer branding helps manage theimplicit expectations and understandings between the organization and its employees(the psychological contract).Signaling Organizational Values and Prestige:It communicates the organization'svalues and prestige, which can boost employee pride and motivation.Creating a Sense of Common Identity:A strong employer brand can foster a senseof belonging and shared identity among employees, enhancing collaboration andteamworkPsychological Contract from Organization and ManagementThe Signalling Theory in Employer Brandingshows how front-line managers can useHRM practices to send signals to employees, who then interpret these signals and react withcertain attitudes and behaviors. The signalling environment also plays a role in shaping theinterpretation of these signals.Employer Brand is made up of two key components: (WHO I AM)

1. Identity:This represents the organization's self-perception. It's about who the organizationbelieves it is, its values, mission, and culture.2. Image:This is how the organization is perceived by others, including potential employees,current employees, customers, and the general public.Employer Brandingis about aligning these two elements. It's about ensuring that theorganization's self-perception aligns with how it's perceived by others.In an organization we can distinguish the product brand, corporate brand, and employer brandthat are all linked and are influenced by each other.Product Brand:This is the brand that people buy. It's associated with the unique sellingproposition of the product or service.Corporate Brand:This represents the overall vision, mission, and values of theorganization. It encompasses the organization's reputation, culture, and social responsibility.Employer Brand:This is the brand for which people work. It's about the organization'sreputation as an employer, its employee value proposition, and the overall employeeexperience.Who are my customers?two-step approach to understanding what attracts and retains employees:1. Ask Employees:This involves gathering insights from current employees through surveys,interviews, or focus groups. This helps identify what factors motivate and satisfy employees,as well as what might be causing dissatisfaction or turnover.2. Survey Objective Population:This step involves surveying a broader population ofpotential employees, such as job seekers or alumni. This helps understand what factors attractpeople to the organization and what might deter them from applying.What is an EVP?The Venn diagram illustrates the key factors that emerged fromthese surveys. The overlapping section represents factors that bothattract and retain employees, while the non-overlapping sectionsrepresent factors that are specific to either attraction or retention.Key Takeaways:Attraction:Compensation, good work-life balance, jobsecurity, a pleasant work atmosphere, and flexibility arekey factors that attract potential employees.Retention:Low compensation, lack of careeropportunities, poor work-life balance, lack of recognition,and lack of interest in the job are key factors that lead toemployee attrition.By understanding these factors, organizations can developstrategies to attract top talent and create a work environment thatfosters employee satisfaction and retention.

It's a set of attributes that the labor market and employees perceive as the valuethey gain through employment in the organization. It's about defining what makes your organization a unique and desirable place towork.What do I offer?This section focuses on the current offerings of your organization.What should I offer?This section helps you identify potential areas for improvement andadditional benefits that could make your organization more attractive to employees.Here's a breakdown of the key factors mentioned:What do I offer?Compensation:Salary, bonuses, and other financial benefits.Respect:Treating employees with dignity and fairness.Work-life balance:Opportunities for employees to balance their work andpersonal lives.Location:The physical location of the workplace and its proximity to amenities.Career opportunities:Opportunities for growth and advancement within theorganization.Learning and development opportunities:Training and development programsto help employees improve their skills.Innovative environment:A culture that encourages creativity and innovation.What should I offer?Stability:Job security and a sense of permanence.Recognition:Acknowledging and rewarding employees' contributions.Challenging jobs:Opportunities for employees to take on challenging andstimulating work.Engaging work atmosphere:A positive and collaborative work environment.Highly qualified colleagues:Opportunities to work with talented andexperienced colleagues.The final step in creating a strong employer brand: creating a unique brand and communicating it effectively.Key points:Strong brands connect powerfully with our rational and emotional needs:Thismeans that your employer brand should resonate with both the logical and emotionalaspects of potential employees.Strong brands are clear about what they offer:Your employer brand should clearlycommunicate the unique value proposition that your organization offers to employees.Strong brands are cut-through:Your employer brand should stand out from thecompetition and be memorable.Strong brands deliver against their promises:Your employer brand should bebacked up by actions and consistently deliver on its promises.

Examples of strong employer brands:Google:Known for its innovative culture and focus on employee well-being.Facebook:Emphasizes its mission of connecting the world and its commitment tosocial impact.BMW Group:Known for its focus on innovation, sustainability, and employeedevelopment.GE:Highlights its commitment to making the world a better place and its focuson employee growth.How to communicate it: Through different channels such as Jobsites, universitites, massmedia and social networks.The importance of evaluating the impact of employer brand investments.1. Establishing Specific Metrics:It's crucial to define clear metrics to measure the effectiveness of your employerbranding efforts.These metrics will help you track progress and make data-driven decisions.2. Contributing to Future Objectives:Evaluating the impact of your employer brand helps you set future goals andadjust your strategy accordingly.You can refine your messaging, select the most effective communication channels,and make other necessary adjustments based on the insights gained from yourevaluation.3. Common KPIs for Employer Brand Management:Common KPIs often fall into three categories: Volume and Exposure:This includes metrics like website traffic, socialmedia engagement, and media mentions.Baseline Measures:This includes metrics like employee satisfaction,turnover rates, and time to fill positions.Engagement:This includes metrics like employee net promoter score(eNPS) and employee advocacyAnother way to evaluate impact involves external recognition. Different consultingorganizations create rankings and offer awards that are used by brands to legitimze theiremployee value propositions.