HR3O4

EMPLOYER BRANDING STRATEGIES IN STRUGGLING COMPANIES
PLACE: KOLKATA
REPORTED BY SONIYA SHARMA

MBA,3RD SEMESTER
ROLL NO:17800921011
DATE:27TH AUGUST, 2022

INTRODUCTION
Employer Brand is defined as to describe the reputation of the company and popularity of
branding practices from potential human resources activities mainly recruiting and retention
describes the company values for consumer targeted marketing and branding efforts. Branding
effort is also called as brand image. Employer branding is mainly helping to find the right talent
and retain the existing employee to create loyalty of the organisation. One of the most critical
issues facing organisations is how to retain the employees that they want to keep. Employer
brand is an instrument for recruiting and retain the employee. It is not about enhancing
employee’s potential it involves individual and organisational development in a changing
environment of a supportive, people-oriented organisation culture. The organisation of every
type, “people process” are failing to keep pace with a changing business landscape. The role of
building a strong and effective organisational culture is to proactively focus on recruitment and
retention. Building and enhancing employee potential will not only benefit employees, it will
also support the organisation in meeting its goals and objectives. The new and unpredictable
sources of competition and o geographic and skills mismatch that finds many talented workers
far from the job openings they are best suited to fill. Employer brand and its influence on Talent
Management: Talent management comprises of a set of varied HR functions to build a strong
talent management in the organisation which include processes for recruitment, performance
management, competency mapping, career development, training and development and
compensation. Talent management mainly involves attracts, acquire, manage and measure the
talent needed to achieve a company’s business objectives.
Benefits of Employer Branding: Employer branding is helps to improve the company’s
external and internal reputations, organisational attractiveness and to retain the talented
employee. The benefits of employer branding are
1. Lower cost per hire 2. Faster time to hire 3. Lower Employee turnover 4. Savings on
salaries 5. Helps to attract qualified candidates 6. Improve company performance
Step 1: Define your Employer branding goals Some of the common Employer Branding
goals include: • Get more job applicants • Get more high-quality candidates • Increase
online engagement • Increase candidate engagement • Increase Employer Brand
awareness • Build trust with current candidates • Get more career site visitors • Get
more applicant from social media • Increase referral rates • Increase offer-acceptance
rate
Step 2: Identify your Candidate Person Defining your candidate persona is a crucial
step here. Without knowing who your perfect candidate is, you won't be able to send
targeted messages to the candidates that you want to attract.
Step 3: Define your Employee Value Proposition Do you know why your
current has chosen you? Do you know why do they stay? Do you know what
do they like most about you as an employer? These are all the questions you
need to answer in order to set up a successful Employer Branding strategy.
Answers to these questions best explain your Employee value proposition.
Your EVP is the message you will target your candidate persona with.
Step 4: Define the channels to promote your Employer Brand

There are around 10 touch points with candidates before they get
hires. Many of these touch points are also channels for promoting
your Employer Brand.
Step 5: Measure your Employer Branding success HR Analytics and

measuring the most important hiring metrics has become one of the
main 2018 goals for HR professionals. You should measure the
success of your Employer Branding strategy. Data-driven recruiting,
however, is impossible without the right recruiting tool ! Today,
there are many HR tech solutions that help HR professionals excel
their Employer Branding strategies.
STEP 6: CREATE TARGET CANDIDATE PERSONAS. It provides insight into the factors that
motivate candidates to seek out and accept — or deny — a new position. Candidate
personas require first-hand feedback from prospective employees, so you‘ll have to
conduct some interviews to get the information you need. Recent hires can also provide
valuable insight, so make sure to include them in your interview schedule. Here are few
criteria to consider: Demographics are important factors to consider and can be extremely
helpful when targeting candidates. However, be careful not to target too narrow thus
unintentionally excluding populations and reinforcing unconscious biases. Not only is it
unethical but it‘s illegal, so watch out.
STEP 7: DEVELOP A COMPELLING EMPLOYEE VALUE PROPOSITION. The employee

value proposition (EVP) clarifies the expectations of both the candidate and company
when a new hire is made. It will serve as the foundation for your communications
materials, influencing everything you say and do when recruiting talent.
STEP 8: EXAMINE YOUR APPLICATION PROCESS: In many ways, the application process
embodies your employer brand so make sure you understand what it‘s like from the applicant‘s
point of view. Doing so will provide your team with an outsider's perspective on the process to
determine areas for improvement.
STEP 9: DON’T FORGET ABOUT RETENTION : Each lost employee can

cost an organization anywhere from 30% to 400% of their annual salary,
depending on seniority level, which makes a recent study that found only
30% of businesses are using their employer brand to boost retention even
more surprising. Taking the time to account for employee retention when
creating your employer branding strategy can pay some very tangible
dividends:
STEP 10: DETERMINE YOUR DISTRIBUTION MIX: It‘s important to

determine which channels you‘ll use to communicate with candidates
before developing employer branding materials. Not every channel is
right for every business, so you‘ll want to identify where your ideal
candidates spend their time and take your message to them.
CONCLUSION
This framework suggests that the effectiveness of a brand signal to potential employees is
dependent on the consistency, clarity, credibility, and associated investments in the
employer brand. Furthermore, for an employer brand signal to have an effect on a potential
employee‘s decision making process the company has to be in the consideration set of the
potential employee, membership of which is often determined by the industry in which the
firm is embedded or location where the firm is based. Previous experience is found to
influence the credence that potential employees‘ place on the employer and customer
brands of the firm. Consequently employers should differentiate their marketing and HR
efforts according to the work experience of the potential recruits, focus their recruitment
investments on target markets that consider working in the relevant industry as well as
make sure to align the different brand messages that are sent out by different departments
of the company. Furthermore, word-of mouth through referrals appears to be the most
credible source of employer brand information and mangers should make use of this fact
and establish employee referral programs. First, the sample only included employees
seeking a new job or a career change in recruitment markets and the impact of employee-
based brand equity on the ability of the firm to attract scarce human resources, both
theory and our qualitative interviews highlight the relationship between employer branding
and employee retention.

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EMPLOYER BRANDING STRATEGIES IN STRUGGLING COMPANIES

REPORTED BY SONIYA SHARMA

DATE:27TH AUGUST, 2022

Step 4: Define the channels to promote your Employer Brand

Step 5: Measure your Employer Branding success HR Analytics and

STEP 7: DEVELOP A COMPELLING EMPLOYEE VALUE PROPOSITION. The employee

STEP 9: DON’T FORGET ABOUT RETENTION : Each lost employee can

STEP 10: DETERMINE YOUR DISTRIBUTION MIX: It‘s important to

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