In today’s ambitious world, competition does not only occur within job seekers but also among employers. Companies must compete in acquiring prospective superior workers, and by implementing employer branding, this can be achieved. Employer branding is a process to promote companies in recruiting prospective skillful talents and retaining existing workers. It is responsible for the company’s image as a place to work and maintain the value of existing employees.
It is beyond dispute that companies need talented and skilled employees to maintain the pace of their business. Furthermore, the image of a company becomes very important in attracting and maintaining potential workers to work in the company. We had the opportunity to discuss more employer branding with Glints – a renowned career development company in Indonesia. On the online webinar entitled CoLearn Online: Building Strong Employer Branding, we invited speakers and a moderator from respective backgrounds including Samuel Ray, HRD practitioner at DBS Bank, Renita Hadipraja, employer of unicorn startup Tokopedia, and Safira as Glints Project Manager. Continue reading to learn the ways of implementing employer branding within your enterprise.
Bring together ideas with essential teams
Human resources or manpower are the main strengths in designing employer branding companies. To create an employer branding plan, the company needs some inputs from various divisions, including human resources (HR), marketing, sales, and corporate communication division. According to Samuel, the first thing that needs to be done is a cross-division discussion. It is important to put together an employer branding strategy and for all stakeholders to have the same understanding before activating employer branding plans.
Determine the company’s target
After putting ideas together with various divisions, companies need to determine the desired target for the year. The target can be defined from the number of employees, divisions that require additional workers, and the company’s overall goal. In determining the target, HR needs to formulate it in advance by seeing the company’s growth rate in more detail. With the right analysis results, the employer branding team can determine the target of prospective workers more clearly and structured.
In addition to analyzing the company’s employability target, technical concepts and budget also need to be carefully prepared. According to Samuel, the most effective platform in conducting employer branding nowadays is through digital mediums. Apart from the relatively affordable cost, a company can form an attractive first impression on prospective workers.
Be consistent with the company’s vision and mission
Even though the company’s image in digital media can attract prospective workers, the company still has to hold on to its vision and mission. The most effective factor in building successful employer branding is to root its values on the company’s vision and mission. Samuel stressed that putting too much emphasis on the company’s advantage may cause a boomerang effect in terms of communication as the company may be presumed as less trustworthy. However, by using a structured communication strategy, the company’s messages can be well received and become more attractive to job seekers.