Understanding Employer Branding and Employee Value Proposition in Talent Management

Employer brand is a concept that refers to the reputation and perception of an organization as an employer. It encompasses how the company is viewed by current employees, potential candidates, and the general public in terms of its work environment, values, culture, and treatment of employees.

I hope viewers will answer this question.

Is it not the reputation of the company in the industry/field? When linked to employment and Human Resources, I believe that an employer with good industrial relations gains 'brand'. Let us wait for more inputs.

Regards, Madhu.T.K

Dear Saloni,

Although you have asked a very simple question, "What is an Employer Brand?"

In my opinion, you can't determine the "employer brand" solely based on the reputation of the organization in the market. It can only be truly assessed when you are working within the organization. The perception of the employer brand depends on the standards and systems the company has in place. As Mr. Madhu rightly pointed out, it is also influenced by "Industrial Relations."

Thank you.

Employer's brand is not just the image of his brand. The reputation of the company in the industry is crucial. The most important part of employer branding is linked with the employees of that company. That is, the image of the company in the minds of existing employees and external potential individuals.

Employer branding shows a very strong link between marketing and HR. Here, two professionals work together to make the company truly successful not only in terms of good marketing, advertising, and selling but also in demonstrating the company's values, beliefs, culture, and approach to recruitment and employee care.

So, in simple terms, the definition of employer branding can be:

Employer branding is the development and communication of an organization's culture as an employer in the marketplace. It conveys your "value proposition" - the totality of your culture, systems, attitudes, and employee relationships, while encouraging your people to embrace and share goals for success, productivity, and satisfaction on both personal and professional levels.

I do agree that employer branding should be measured by understanding the Company's image in the macro as well as micro environment. This image is directly related to the vision and mission of the Company. Keeping in mind this vision and mission, all departments have to work closely.

Manasvi

If I have to answer this in a nutshell, I would say, how do your key stakeholders view your employer brand, specifically current and prospective employees, and what can be done to promote your business as a great place to work?

Challenges in Talent Management

Attracting, hiring, and retaining people are the biggest challenges for talent management today. For this to happen, it is equally important to develop value propositions for jobs to attract talent sufficiently.

Understanding Employee Value Proposition

Employee value proposition means creating a balance of rewards and recognition in return for an employee’s performance at the workplace. This sits on top of your employer brand (branding exercise). It is a people-centered approach that is directed to existing employees and integrated manpower planning strategies because it comes from existing employees themselves. It must be original, unique, compelling, and strategically directed to a talent pool.

Regards

Employer branding has played an increasingly important role in attracting and retaining talent. A strong employer brand means that the organization is a desirable place to work in the perceptions of current and potential employees. A recent research by Business Insider showed that about 51% of companies have a working employer brand strategy in place. According to LinkedIn Global Recruiting Trend 2016, 59% of talent leaders are investing more in their employer brand compared to last year.

Why Does Employer Branding Matter?

[IMG]http://vnmanpower.com/upload_images/images/Blog/employer-branding.jpg[/IMG]

More than attracting talent, a strong employer brand brings a lot of benefits to your organization:

- Makes your company stand out in the global talent war
- Boosts current employees' engagement
- Retains top performers and reduces the cost of employee turnover
- Increases satisfaction of customers, shareholders, and other partners

Employer branding is becoming a competitive advantage to differentiate companies. Google, Microsoft, and American Express are 3 out of the 10 best multinational workplaces for 2015 ranked by Great Place to Work. Google also won the No.1 position on Fortune's 100 Best Companies to Work for in 2015.

Who Should Be in Charge of the Employer Branding Strategy?

A successful employer branding strategy needs the key involvement of C-level executives, human resources, and marketing. Of course, it never works without the proactive involvement of current employees. From every perspective, an employer brand must align with the organization's culture and core values. To get started, it requires the orientation of top-level managers in the organization's hierarchy. The core values are translated into the company's policies, strategies, and daily activities of employees, who are the most effective brand ambassadors of each organization. Put simply, employee experience is the key to employer branding. The direct participation of human resources in every single stage of the employee lifecycle is the reason why HR plays a crucial role in employer branding.

Read more at http://vnmanpower.com/en/employer-br...-hr-bl228.html

Regards

Beautiful insights by most of the contributing members, as expected from our learned friend Madhu at the outset! Since the question seems to be more academic, and some of the useful answers are very elaborate, let me try to present my understanding of the concept of "Employer Branding" in simple terms.

Understanding Employer Branding

If employer branding is a process involving several cyclical steps, the employer brand is the identity of an organization as an employer of choice. It is similar to a "product brand." Just as the sustained brand value of a product determines its continued success, the value of an employer brand determines its "people advantage" by both retaining internal talents and acquiring new talents from outside. This is only possible when the organization, as an employer, establishes an identity or image that is true, credible, relevant, distinctive, and aspirational.

Through talent acquisition and retention, the ultimate goal of employer branding is to stimulate business growth and achieve strategic business goals. This is how new titles and positions like "Chief Talent Officer" have emerged. Attracting and retaining the right talent has become a key organizational capability, shifting the industry focus from short-term recruitment to long-term employer branding.

Employer Value Proposition (EVP)

The unique identity created by the organization, aligning the needs and expectations of top talents with organizational goals, is collectively known as its Employer Value Proposition (EVP). In practice, a successful employer branding project will meet important criteria such as spearheading the initiative by senior leadership, maintaining a collaborative relationship between HR, marketing, and corporate communications, and ensuring effective employee participation in every part of the process through internal activation. After all, people are the best ambassadors of any brand!