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Employer branding, a term that refers to building the brand image of an organization, has several myths revolving around the term. While there are firms that believe in the idea of creating a reputation for a great workplace to build their employer brand, there are others that do not find themselves in the race. In other words, they think that the mere idea of employer branding is way out of their league and that their organization would never be able to compete with the well-established firms.
Let us delve deeper into this subject and bust the major myths associated with the term “employer branding”.
A common perception that persists in the minds of many makes them believe that employer branding has to be built from scratch. Contrary to this popular assumption, a company starts building its employer brand once it starts recruiting candidates. So, there is no magic potion that needs to be drunk in order to spread the word about your organisation. All you really need to do is create a strategy that will help you proactively work on building your brand value and image.
For building a customer brand, you will be required to spend money. But because you have a workforce in your organisation, the foundations of employer branding are already laid. And thus, it stands free of cost. Make use of your current employees to talk about your brand. Keep in mind that the employees will only talk about the organisation if it values them and abides by employee-friendly policies. So, while you aren’t required to spend money to build your brand, you will be required to tweak things a bit to ensure the happiness of your employees.
Employers believe that only organisations that have a huge workforce will be able to build their employer brand. That means that companies that are well-established already have a brand image in the eyes of potential candidates and so their work gets easier. But when it comes to smaller organisations, it gets difficult to compete with such corporate giants that offer huge paychecks to their employees.
Isn’t this exactly why you should focus on building your employer brand? Talk about the benefits your company offers, the amazing work culture that sets you apart from other firms. You can also share employee testimonials to let people know about your organization and the values it abides by.
You need to understand that it is absolutely possible to measure employer branding campaigns, even if you have just started. Studying the analytics of the website of your company is the key. Analyze the areas of your website where there is more traffic than the others, the number of visitors that land on your career page every month and the number of applications received via your website.
In addition, you can also analyse the number of people who interacted via social media and showed an interest in your organisation. You can avail all of this for free. So, set your goals and start measuring the performance of your campaigns!
While many believe this to be true, the reality holds a different picture. Every department of the organisation is responsible for building its employer brand. And this responsibility does not entirely fall in the hands of merely one department. To deliver your message to potential candidates, it is crucial for every member to participate in building the employer brand of the organisation. So, even though there can be one spokesperson in an organisation, every employee of the firm is responsible for successfully building its brand image.
If you have numerous candidates lined up outside your door, waiting for you to hire them, you might want to say this. But if that’s not the case, you must re-evaluate and scrutinize the steps taken by candidates during the recruitment process. Figure out the places where you have been lacking and the ways in which you can improve. For this to take place efficiently, it is vital to plan an employer branding strategy and work accordingly.
The list of myths associated with employer branding can go on and on. To not fall in this trap, look-out for ways in which you can convey your beliefs about the company. The more actively you work on the brand of the company, the better will be the responses you receive over time. So, as you set your foot in another financial year, remember to create a full-proof employer branding strategy. It, definitely, will bear fruits in future.
Let us delve deeper into this subject and bust the major myths associated with the term “employer branding”.
1. The employer brand should be built from rock-bottom
A common perception that persists in the minds of many makes them believe that employer branding has to be built from scratch. Contrary to this popular assumption, a company starts building its employer brand once it starts recruiting candidates. So, there is no magic potion that needs to be drunk in order to spread the word about your organisation. All you really need to do is create a strategy that will help you proactively work on building your brand value and image.
2. Building an employer brand is an expensive affair
For building a customer brand, you will be required to spend money. But because you have a workforce in your organisation, the foundations of employer branding are already laid. And thus, it stands free of cost. Make use of your current employees to talk about your brand. Keep in mind that the employees will only talk about the organisation if it values them and abides by employee-friendly policies. So, while you aren’t required to spend money to build your brand, you will be required to tweak things a bit to ensure the happiness of your employees.
3. Only large organisations need to build their employer brand
Employers believe that only organisations that have a huge workforce will be able to build their employer brand. That means that companies that are well-established already have a brand image in the eyes of potential candidates and so their work gets easier. But when it comes to smaller organisations, it gets difficult to compete with such corporate giants that offer huge paychecks to their employees.
Isn’t this exactly why you should focus on building your employer brand? Talk about the benefits your company offers, the amazing work culture that sets you apart from other firms. You can also share employee testimonials to let people know about your organization and the values it abides by.
4. Measuring employer branding campaigns is not possible
You need to understand that it is absolutely possible to measure employer branding campaigns, even if you have just started. Studying the analytics of the website of your company is the key. Analyze the areas of your website where there is more traffic than the others, the number of visitors that land on your career page every month and the number of applications received via your website.
In addition, you can also analyse the number of people who interacted via social media and showed an interest in your organisation. You can avail all of this for free. So, set your goals and start measuring the performance of your campaigns!
5. Only HR is responsible for building the employer brand
While many believe this to be true, the reality holds a different picture. Every department of the organisation is responsible for building its employer brand. And this responsibility does not entirely fall in the hands of merely one department. To deliver your message to potential candidates, it is crucial for every member to participate in building the employer brand of the organisation. So, even though there can be one spokesperson in an organisation, every employee of the firm is responsible for successfully building its brand image.
6. My company does not need to work on building its employer brand
If you have numerous candidates lined up outside your door, waiting for you to hire them, you might want to say this. But if that’s not the case, you must re-evaluate and scrutinize the steps taken by candidates during the recruitment process. Figure out the places where you have been lacking and the ways in which you can improve. For this to take place efficiently, it is vital to plan an employer branding strategy and work accordingly.
The list of myths associated with employer branding can go on and on. To not fall in this trap, look-out for ways in which you can convey your beliefs about the company. The more actively you work on the brand of the company, the better will be the responses you receive over time. So, as you set your foot in another financial year, remember to create a full-proof employer branding strategy. It, definitely, will bear fruits in future.
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