Employer Branding’s influence on attracting potential talent has increased dramatically following the extreme economic downturn which has debilitated the world these past few years. “According to Randstad, public perception of a company brand is even more important now that the job market is in recovery phase” since potential employees “have seen years of salary freezes, temporary furloughs, layoffs, and even long periods of unemployment that make it difficult to trust a company”(). Candidates have turned weary of employers as a result of this and have learnt to demand insurances and securities in order to avoid any ‘bad surprises’ in the future.
For this reason Employer branding can provide a huge competitive advantage for companies, having the potential to “raise an organisation’s visibility in the job market” as well as helping it “stand out from the competition” (randstad.co.nz, 2013). Companies willing to take advantage of this will have to pay attention to 3 main factors that research shows to be the most important to candidates: “competitive salary/benefits, job security and a pleasant work atmosphere” (businessadministrationinformation, 2013). These conditions reflect the evolution of the employee mentality and the realization by the work force of how much leverage it can muster when it is truly valued and needed by its’ employers. Showing to potential employers that a company cares about their individual welfare and values them will go a long way in ensuring successfully recruiting and retaining valued talent. A recent study has concluded “that only about 51% of companies have a working employer brand strategy in place” a fact that can lead to many missed opportunities by some companies to recruit the best talent they can (Tolan, 2013). Emphasizing the employer brand aspect of a company’s corporate culture is a great way to set it apart from the competition by emphasizing its own unique personality and help establish a solid relationship with its employees.
When trying to determine which elements of a brand culture matter the most to employees, certain methods and tools are quickly becoming popular nowadays. One such tool that is slowly gaining importance for employers with regards to getting an insight into employee perspectives is social media. This medium has been around for a fairly long time, yet “the decision is no longer simply whether or not to be present on Facebook or Linkedin; it is more important to understand how to properly leverage the synergy from the different channels”(employerbrandingtoday,2013). Synchronising the employer branding image companies pass on through social media platforms helps increase their attractiveness towards their target candidates by catering to the latter would find most appealing. Another trend which will continue being popular is employers treating employees like customers, “that will make job seekers feel as though they are customers, so that even if they do not ‘buy’ anything this time, they might do so in the future”(employerbrandtoday,2013). This methodology indicates that employers are thinking ahead and developing a relationship with valuable employees thus making sure that if they aren’t recruited now, they can still be hired down the line.
Although it is often underestimated, the impact a good employer branding strategy can have for a company when recruiting valuable talent is something which is becoming crucial nowadays. Seizing the chance to develop a solid and functional employer brand offers numerous advantages to companies such as differentiating themselves from competition and truly connecting with the values of their target candidates. Ultimately, an attractive employer branding strategy is essential to any company looking to operate at its full potential and hiring the best talent to help it do so.