Employer branding – fashion or an effective tool?
The concept of employer branding appeared on the Polish market relatively late in relation to the rest of the world, because only in 2001. In times of increased competition for employees, however, it quickly gains significance in the policy of Polish companies. The employer’s brand speaks about the company’s image on the outside as well as the internal sphere – that is, the company’s employees. Employer branding is addressed to all people who, having contact with the company, have a chance to form an opinion on it, but primarily to build the company’s image as an attractive workplace.
Employer branding, or the employer’s brand
A brand is a symbol, image or the name of a company or product that allows us to instantly identify with who or what we are dealing with. In an ideal marketing world, contact with the brand should awaken a series of positive associations in us (emotions, memories, inspirations), which in turn should lead to choosing a product or services of this brand. The Employer brand has exactly the same goal – when you hear the name of a given company, we should immediately remember everything we know about it. Here, too, employers face a huge challenge – what should be done to make sure that what people associate with a given company is positive? How to act so that the potential candidate would like to respond to the job offer we will submit to him?
The employer’s brand in practice
A company that shows itself at a job fair, actively promotes its activities in social media and is distinguished in competitions and rankings for caring for employees, will always be an interesting place for potential employees. Today, they are looking not only for permanent employment and standards guaranteed by the labor law, but also a positive and friendly atmosphere, flexibility on the part of the Employer, support in development and satisfaction, and so fashionable work-life balance.
The company’s goal should be to ensure that the created image is consistent with reality. That everything that was said would have its confirmation in the organization’s activities and would take on a wider and wider dimension. Employer branding should not be confused with advertising, and what we present must be a real reflection of what we provide to employees in the recruitment process, during cooperation, and also later – after the individual is separated from the company.
Employer branding speaks about the company, not about the position
The slogan “employee market” has become very popular. It may be an exaggeration, but finding valuable, committed and loyal employees today is more difficult than a decade or two ago. That is why websites are filled with advertisements that take into account not only the requirements for the candidate or basic parameters of the job offer, but also all other information that will characterize the company as a good employer and distinguish it from hundreds of others, offering jobs in similar positions. A well-thought-out recruitment announcement is a good start – it is well known that the first impression is crucial!
What should we pay attention to in the next step? Certainly, for an orderly recruitment process, which will be clear to potential employees, and full communication with the candidates. It is worth planning a trip around the office with the candidate – the opportunity to see the company from the inside will be a bargaining chip for those organizations that care about the ergonomics of the workplace, comfort of employees or entertainment in the office. It is not the same to write about it in the announcement and to show live and authenticate the company in the eyes of a potential employee.
The best employers know that they must give more
The requirements of employees are increasing, but at the same time there is growing awareness of employers, that apart from completely basic tools, it is worth offering more to employees and taking care of them in various circumstances. Thanks to this, employees get more involved in the work, attach to people and places, want to develop within the organization and remain loyal to it. The first symptom resulting from such an approach was a huge boom in Poland for integration events and team building – companies massively organized trips, workshops and classes aimed at getting colleagues to know each other better, improving relationships and cooperation, and broadly understood integration.
Another interesting proposal of employers are non-standard arrangements of offices, the possibility of remote work and flexible working time, or consent to come to work with the pet. All this has no direct impact on the way the tasks are performed, but it affects the comfort of employees. Similarly, to the non-payroll benefits provided by the employer – cinema tickets or life insurance do not help us in performing our daily duties, but they are of great importance for our perception of the organization for which we work. It is important to adjust the benefits program to the employee and the individual needs. Being able to choose the bonuses you want will be the best proof of trust and respect for the employee.
An honest image of the employer
There is nothing more frustrating than promises without coverage. And although all contractors – clients, partners – have a big impact on shaping opinions about the company in different circles, the most important ambassadors of the organization will always be its employees. They verify how everything the company says about itself is real. It is them who check in practice and on their own skin whether the values mentioned by the company on the website and in advertising brochures are really respected and valid for everyone, from a private employee to the management.
That is why it is very important to create the employer’s brand in accordance with its organizational culture, with the mission and vision, but also with the conviction that what we do is good and right. Observers will catch every false note and attempt to cheat. Sometimes it is better to remain silent or admit that we are not going to or cannot do something more than to declare actions that we really do not plan to implement.
What can ambassadors of your company say about it?