Employers!! - Winning does Matters, Isn't It ?

Employer Branding is the concept that businesses now will have no option but to keep an eye on. Though I was always interested in Employer Branding, I recently learnt a great deal about it during a MeetUp (#SAMeetUpBLR) conducted by Sourcing Adda. Have heard senior folks like HR Director, Marketing Head, Recruiting Professionals and it made me think - Would I be wrong if I say this is such an important topic that it questions the survival of an organization?

Employer Branding - Make them want you -

Isn’t it a part of our daily routine, deciding which brand to buy starting from tooth brush, soft drinks to automobiles? Now imagine, we will be spending most of our waking moment at work place, more than half of our life is spent at work place working and earning, don’t you think a person would want to be at the best place possible? So how much a person should deliberate, negotiate, discuss before selecting the place to work?

In this age of huge competition, it is a reciprocal call for both job seeker and the employer - more than how much a job seeker needs that job to make a career, companies need that right person to get on to their bus in the journey to reach the common goal! And how can you attract that right person to do your job, how can you make him/her join your company instead of 100’s of companies out there with similar or higher compensation package. That’s where an Employer Brand makes a difference. Employer branding is projecting a company’s reputation and culture in the society and strives to be the 'employer of choice'. Simply put – making talent want you. As Rakesh Singh, Marketing Head at Aditi Staffing, in the meetup said, his work is to make people fall in love with the brand Aditi Staffing!

How do we go about creating the Employer Brand? It starts right from the workforce planning, there is this need for people to know about which company we are talking about. It needs a collaborated effort between HR and Marketing functions to back the employer branding efforts. As we know there is a broader picture to it, lets first start with only talking about employees and how they perceive the employer branding and how it is important to employer as well as employees.

Employer Branding - Attract and RECRUIT

As we know it by heart, an organization is not its bricks or walls - its people and their purpose to work and the common goal they work towards. And how can we attract-recruit and retain the right talent and the culture fit? What the job seekers are looking for? Do People now only care about money making or Work ? I think it’s a part of what they are, what they want in life and mostly own identity. Its not about pay always, they need a purpose, they want to know why they have to work in that particular company, what the company really stands for. Coz it is their identity in the society, with their spouses, friends, competitors. So they should feel that connection with the company they are working for.

And one more big challenge for the companies - Life and work are becoming inseparably intertwined, when someone is looking for a job, more than 60% think how well the company culture fits to her/his personal life. As both are related, they wont be taking a hit on their personal lives for the sake of company, would they? So, now it’s a challenge to the companies as how you project your culture as a best fit to a job seeker's professional/personal life.

How can we start projecting the culture we have - First develop a culture, an unique culture in connection with the company vision/goals. Companies are doing it but none are distinctive: without a key differentiation, all employers sound alike. What is it about your organization that differentiates you from your competitors? Once you have a clear understanding of that start projecting it.

That unique point should make a person decide ‘’This is where I want to be and make my career!”

Employer Branding - RETAINING:

Now the bigger challenge is in front of you – whatever the culture you have projected, advertised, are you the one who walks your talk ? Make sure you practice what you preach. Once the employee is with us we have to make sure that he sticks with us and has this in mind "yes - I am at the right place". As one of the managers (Satya Reddy, Moutusi Kumar, Yusuf Pathan) in the meet up (SAmeetup) said “walk your talk” do not just advertise, say what you do, follow that culture and that itself is enough, post on social media what you do in office, how you enjoy all your activities, people will connect.

First let the employees know that you care, flexible n friendly environment, a place where you are noticed for your work, respected for your contribution and looked up to for creative ideas .And also believe me when I say this, if you want people to stick to your company or if you want your former employees to talk good about your company, give them the space, good infrastructure, my personal experience is that infrastructure means a lot. When you expect your employees to give their best and to stretch after work, does that happen if they do not have a spacious desk, a comfortable chair and a reasonable pantry. Do they feel comfortable and obligated to work for you! I doubt it.

It’s important to repeat the fact: unhappy employees spread bad news about you ; unhappy employees spread bad PR about your company’ services; unhappy employees perform poorly and badmouth you as an employer scaring off potential hires or top talents. If you hear something bad about a person – would you choose to be associated with them? Probably not! You will avoid that person altogether. The same applies to employers that have bad reputations – Imagine if that happens, how big a hit it can be to a company.?

Needless to say, employees are seen as a more trustworthy source of information about the company. And what If your employees communicate a different story than yours, you are “in effect” throwing away your money. Thus, it couldn't be simpler – start with your primary asset: your employees. Ensure that you have happy employees which will result in positive brand ambassadors; ones that believe in your company; people who feel excited about going to work and performing their best; employees who will try to encourage their friends to join them; i.e. brilliant people know other brilliant people :-)

Now as a conclusion – Don’t we know the fact that economy is tough and every penny counts. Employer branding is a way to get the best ROI from your hires. And it works both the ways for employees and employers, here both the parties have to work for each other, its like mutual benefit. Employees strive for their identity in the society and within the competition, their passions and interests to be taken care of, they should feel proud of the place they work for. For that, company should live up to the employee expectation, employees well being- in turn - employees - as a face of the company they will live up to the values of the company. And when people know that your employee Loves you,the Q will start lining up to join you.

In Short - Give Employees the identity, The purpose, The sense of pride, being associated with the best, Culture which fits professional and personal life.

And also start projecting and communicating the same – word of mouth or social medial whatever media you use – your employees will do all the talking - now tell me what could go wrong. And Winning Does Matters not just Running the race. We are not here for the consolation prize.