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2020 outlook: The future of employer branding

Employer branding is a continuous and ever-evolving ballgame with no
fixed rules. An organization, especially HR professionals have to be on their
toes with out-of-the-box thinking.

With the war for talent going employer branding over the next 9. Clear company values
strong, organizations have to two years, globally, compared with 10. Company location
work harder than ever to attract 25% who have no such intention,
the attention of their desired reflecting a clear space for a lot to Employers
candidates, and this is where happen in employer branding space. 1. Good working environment
employer branding strategy can Employer Brand Concept 2. Clear company values
play a key role. But what does Effective employer branding 3. Good relationship between
Employer Brand Concepts & elevates an organization from employees and managers
Elements mean, to what extent being just one among many similar 4. Work-life balance
does it affect the behavior of Future employers to being an employer 5. Career opportunities and
Potential employees Vs Current of choice. Awareness, recognition planning
Talent Employees? and positive differentiation 6. Smooth recruitment process
The definition of successful results in attractiveness in the job 7. Training and development plans
organization no longer limits itself market, paving the way for the 8. Organization’s financial stability
to only Financial blue print i.e. right job seekers to approach your 9. Location
profitability or fixed assets but organization. 10. High visibility on recruitment
Talent, that has emerged as the In an increasingly competitive channels
newly added element which is climate, organisations must focus In general, although there’s a slight
weighed and viewed as important their efforts on developing their difference in ranking, the weightage
pillar to the Organization growth employer brand if they are to be of the various elements is quite
story i.e. Attract & Retain. more effective than those around similar.
Therefore, the best organizations them at attracting, engaging and Employers should take account
today need to think on two retaining talent. of these slight differences and
aspects, first, how connected an Employer Brand Elements: consider tuning or adapting their
organization is in its approach, As per Stepstone Employer employer branding to reflect the
and second, the reality of how Branding Survey elements that really count for
brands actually play out inside Employees employees.
organisations. 1. Good working environment Build up an employer brand in
A company should look at 2. Career opportunities and three phases
employer branding from two planning It is best to follow a plan when
perspectives – Business Credentials 3. Good relationship between building up an employer brand. We
and People Practices which employees and managers distinguish between three phases:
can only happen as a concerted 4. Financial stability of the Phase I: What does your
effort of HR, Marketing and company organization have to offer as an
Communications for the relative 5. Training and development plans employer at the moment?
speed in creating unified approach 6. Work-life balance Look carefully at your current
for employer branding. As survey 7. Attractive compensation and situation:
by Robert Half suggests, only benefits • What are your strengths as an
30% of companies intend to adopt 8. Smooth recruitment process employer, how do you stand out

38 December 2019