The Symbiotic Alliance: HR and Employer Branding

Organizations have recently realized that a strong employer brand is essential to attracting and retaining top talent in today's ultra-competitive market.

‘’Employer Branding (EB) refers to the reputation of an organization as an employer. It combines various factors such as company culture, work environment, employee benefits, and opportunities for development.’’

However, what is the secret behind a compelling employer brand?

If we look closely, we'll understand that employer branding and HR have a complex relationship that is reshaping the corporate landscape as we know it.

HR experts must be well-versed in creating an engaging workplace culture, which is the first step towards developing a strong employer brand.

• By creating an atmosphere that encourages innovation and employee empowerment, HR sets the stage for a workplace that naturally magnetizes top-tier talent.

Although, HR's role doesn't end with the initial culture building.

HR experts should also craft a captivating recruitment strategy.

By collaborating with the marketing team, HR can bring creative job ads to life and strategically utilize social media to entice and connect with potential candidates.

HR should also oversee the candidate experience, ensuring a positive impression of the company throughout the whole recruitment journey.

HR must ensure transparency by providing: 

1. Crystal clear job description
2. Honest interview feedback
3. Realistic expectations about potential growth
4. Transparent annual salary and bonus structure

Recruitment can also provide valuable insights to refine and further improve the EB.

By gathering feedback from candidates about their experiences and impressions of the brand, recruitment can identify areas for improvement and make necessary adjustments to further strengthen the brand's identity.

But the relationship between HR and Employer Branding goes beyond just attraction.

• HR should be responsible for fostering internal communication and employee engagement initiatives.

• Should ensure that employees understand the organization's values, and strategic goals, thereby aligning their actions and behaviors accordingly.

By promoting a ‘’happy’’ work environment and implementing effective employee recognition programs, HR can build up the employer brand from within, leading to increased employee satisfaction and loyalty.

Companies like Novartis and J&J are well known for their focus on employee health and well-being and have high employee retention rates due to their strong employer image.

Another important piece of a successful employer brand is the employee testimonials.

Real-life stories and testimonials from current employees can provide strong evidence of a thriving company culture.

These testimonials should communicate the experiences, successes, and growth opportunities that employees have had within the organization.

HR should also prioritize the employee value proposition.

HR experts should dive deep into the hearts and minds of employees, curating a proposition that speaks to their unique needs and desires.

They should use EB to define and communicate the special value and benefits that employees can expect from working within the organization's culture (work-life balance, remote working, opportunities for professional growth etc.)

''The culture of each organization is shaped by the worst behavior that the leaders are willing to tolerate.''

By focusing on employer branding, HR can position the company as an employer of choice, differentiate it from competitors and create a ''multi-level'' employee experience.

This, in turn, enhances retention rates, and ultimately contributes to the overall success and growth of the organization.

So, let’s try to forget the traditional norms of HR working alone.

Let’s embrace this symbiotic alliance, where HR and Employer Branding try to achieve their ultimate goal of creating a unique employer brand.