The Employer Brand

 




Effect of Employer Brand in Recruitment and Selection


1.1. Introduction:

McKinsey’s ‘war for talent’ describes the difficulty of recruiting competent candidates for an organization. Treating the valuable employees with great care and coherence just as own customers has become the organization strategy in current business world. This strategy had changed the concept of ‘war for talents into ‘talent won’ concept. (Barrow and Mosley, 2005) The recruiting researchers had found that organizational image can influence candidate’s attraction to work there. (Belt and Paolillo 1982, Gatewood et al. 1993).The global talent pool had become a crusade and most of organizations were uncertain about the talent attraction and retention decisions. The researchers found the relationship between employer brand and attraction and retention of employees.(Cheese, Thomas and Craig,2007; Crous, 2007; Minchington, 2010;Willock, 2005 cited in Botha , Bussin, and De Swardt, (2011)

  Since  the  talent demand and supply market is volatile and competitive it is unable to ignore the significance  about recruiting and retention the right people. As the results Employer Branding strategy has become very prominent and   business organizations started to expend more resources on Branding Employer campaigns.

1.2 Employer Branding and Employees




 'Employer Branding’ goes beyond the organizational image. In simply  It is how the organization make efforts to promote how they are different and desirable as an employer compared to industry competitors among the its current and potential workers. 

According to CIPD (2021), the Employer brand is a "set of attributes and qualities ,often intangible, that makes an organization distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture".

  It is a long- term strategy to manage awareness and recognition by current and potential employees and stake holders about the business organization. The Employer Brand convey the message ‘this is a good place to work’.(Sullivan,2004) There are special attributes associated with the employees to define this good place (Collins, and Kanar, 2013) The most recognized  and durable attributes are functional, symbolic and experiential attributes. In the recruitment world, functional and symbolic attributes get more attention.(Keller, 1993)

A strong employer brand  helps to compete for best talent and establish credibility. It carries the guarantee of perform as promised. Although ‘Brand’ is intangible, it represent tangible functions. The most crucial thing in Employer Branding is the what is perceived by its employees as reality. 
As an example, employer brand carries performance guarantee about salaries, safe working environment, careers developing opportunities, roles and responsibilities. Because most functions are copied within the short time period. Brand should emphasize how different and better they are when perform. (Barrow and Mosley, 2005) The positive employer brand can win over the top talent in the market and retain them for a long period of time.
The strong brand name of a product or service is unable to convince the employees to retain with the organization. It depends on the company’s leadership, value and culture.  Being an employer of choice, enhance recruitment, retention and employee engagement. These benefits can bring down company’s cost as well as increase the customer satisfaction.

 The researchers had found that The Nationwide Building Society Which came the top brand name of the industry(2005)  in United Kingdom has  turnover  rate of 9% compared to the industry average rate of 16%.This is an one of practical example in the world to prove that  strong Employer Brand enjoy the high level of employee satisfaction and retention. Replacing process with a new candidate is more costly than retaining existing talented employees with the organization.
In contradictory, if the employee’s are unsatisfied with the employer they can be the huge burden of the organization. Sickness absentees is a sign of dissatisfied employees.  The employee who are on sickness leave constantly, reveal their disappointment with their working place. It can be a direct and indirect cost to the company. Losing production and opportunities, disruption and low productivity can be indirect cost involved with sickness leave. (Barrow and Mosley,2005) Employer brand can improve employee engagement can cut off these unnecessary costs from the business entity. By analyzing these factors it is obvious the link between strength of the employee brand, high level of employee engagement and financial performance.


1.3.Effective Employer Branding



                                                   (Hinge, 2019)

To Establish effective Employer Brand which can attract the  potential talent and retain talent , understanding the needs and aspirations of employees are not enough. Employer should lengthen  the understanding of implicit needs of employees, context of labour market and organizational culture.(Barrow and Mosley, 2005) 
The companies who are ineffective in developing and maintaining their employer brand can loss talent attraction and retention.(Cheese et al.,2007;Minchington,2006 cited in  Botha, A. , Bussin, M. and De Sward, L. , 2011).To make the employer brand is as a powerful tool in the business world researchers had introduced a model to  develop and maintain organizational brand correctly.  Botha, A., Bussin, M. and De Swardt, L.(2011), had introduced employer brand predictive model to the world with six main factors which influences Employer Brand. 

                

    Figure 1.3.1.Factors influences to Employer Brand
                            (Author Developed)


The strong employer brand should be connected with organization's values, people strategy and policies. Most of global organizations follow employer branding today as competitive advantage in the market. Google,2GE, Salesforce, Zappos, Cisco, Starbucks, Microsoft, Samuel Adams, Heineken and Netflix can be identified as globally recognized top Employer Brands.(Targorzs, 2022).It is obvious that to be the 'best'  branding organization's products and services as well as how the employer brand perceived by various stake holders are very important. 




REFERENCE


    Backhuas, K. and Tikoo, S. (2004) ‘Conceptualizing and researching employer branding’, Career development international, 9 (5), pp.501-517 available at http://doi.org/10.1108/13620430410550754 accessed on 08th April 2022

Barrow, S. and Mosley, R. (2005) The employer brand. Available at:http://www.ereader.perlego.com accessed on 06th April 2022


        Botha, A. , Bussin, M. and De Swardt, L. (2011), An employer brand predictive model for talent attraction and retention, SA journal of Human Resource Management,9 (1), pp 1-12 available at http://doi:10.4102/sajhrm.v9i1.388 accesses on 12th April 2022

CIPD (2021), Employer brand, available at cipd.co.uk accessed on 13th April 2022

Hinge, (2019) The 6 steps employer branding process. [online videos] available at https://www.youtube.com/watch?v=DirBe7d01jU [Accessed on 12th April 2022]


        Lievens, F. and Slaughter, J.E. (2016), The annual review of organizational psychology and organizational behavior. Employer image and employer branding .  Available at http://www.biblio.urgent .be Accessed on 06th April 2022

Targosz, A. (2022), Top 10 employer branding examples and how to use them in your event strategy. 6Connex available at http://info.6connex.com/blog/employer branding-examples-strategy accessed on 13th April 2022








Comments

  1. P.Janaka Chaminda PereraApril 26, 2022 at 8:47 AM

    An employer brand is a tool that can help employers carry on especially the various human resource processes involved in External organizational environment Interaction. Several EB benefits. Employers can brand Help to increase the productivity of the organization, Profitability, employee retention and employer attractiveness as well as reduce recruitment costs and timelines from hiring a new specialist until you get real value from his work. (Stariņeca, 2015).

    Reference
    Stariņeca, O., 2015. Employer Brand Role in HR Recruitment and Selection. Economics & Business, 27

    ReplyDelete
  2. P.Janaka Chaminda PereraApril 26, 2022 at 8:48 AM

    This comment has been removed by the author.

    ReplyDelete
  3. Geethal PereraApril 29, 2022 at 6:19 PM

    this is a good idea. Employee branding is one of the most important factors as an employer brand strategy allows you to control and positively change the conversation around your company to ensure the acquisition and retention of high skills. At its core, employer branding is how you market your company to job seekers and what employees say about your company as a workplace.(Forcey,C.2020)

    ReplyDelete
  4. Rohitha SamarathungeMay 3, 2022 at 11:34 AM

    Persons who establish the brand in the talent market need to fully understand the meaning of an enterprise’s brand image in the consumer market in order to ensure a human resource plan to match business needs. To build a compelling employer brand, enter enterprises must strictly check all aspects of the organization and ask for suggestions and advice representing different employees, such as management, public, sales, and marketing and ask them to give disadvantageous factors to affect the building of employer brand. Enterprises should give special attention to the involvement of front-line staff because they have the direct experiences about whether employers have discharged the contents promised in the employer's brand

    ReplyDelete
  5. Ishari WeerasingheMay 6, 2022 at 9:53 AM

    Kotler, Philip and Gary Armstrong (1996) see relationship marketing as reflecting the goal to deliver long-term value to customers, and the key measure of success as long-term customer satisfaction. The importance of supplier/customer relationships increases as a function of profit margins and the number of customers. A myriad of buyers in a low margin business such as a supermarket would not make for partnership in the sense that McKinsey has with its clients. The Employer Brand concept as having most application in high valued added, service businesses: the higher the salaries and the fewer the number of employees, the more each employee relationship with the employer matters.

    ReplyDelete

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