This presentation discusses employee branding and its integration with HR marketing. Employee branding refers to employees internalizing the desired brand image and projecting it to customers. The objectives of employee branding are to empower employees, improve loyalty and reputation, and increase motivation. This can be achieved through selective hiring, targeted training, clear communication of goals, and compensation systems that reflect the brand. Growing employer brands is important to attract and retain employees, leading to business gains. Successful employer branding requires core brand definition, senior management involvement, alignment with strategy, and ongoing measurement. The presentation provides examples of industry practices in employee branding.
2. Employee Branding
Employee branding is defined as “the
process by which employees internalize the
desired brand image and are motivated to
project the image to customers and other
organizational constituents”
(Miles & Mangold)
3. Employee branding is an indirect branding
effect in which communication of company
employees serves to characterize their
company’s Employer brand.
4. In Simple Terms
Employee Branding means what a
employee projects about himself and the
organization culture. He/she should be able
to serve as a brand ambassador for his/her
Organization. A strong sense of affiliation is
seen of the employee towards his/her
organization.
5. Defining Employer
Minchington (2005) defines employer brand as
the “image” of your organization as a great place
to work in the mind of current and potential
employees
Attraction, engagement and retention initiatives
targeted at enhancing a company’s employer
brand.
6. Objectives of employee branding:
Expansion of employee empowerment .
Improvement of employee loyalty.
Improvement in reputation of company in
the market.
Increase in the motivation levels.
7. How This Can Be Achieved ??
By selective hiring/ selective recruitment.
Provide targeted training/ certifications for
employees.
Effectively communicating the Organization
goals and what is expected, Role clarity.
The compensation system should incorporate
messages that consistently and frequently reflect
the brand and organizational image.
8. Advertising and public relations systems should
communicate messages that consistently and
frequently reflect the brand and organizational
image.
Accurate and specific job previews should be
given to new employees so that realistic
expectations are incorporated into their
psychological contracts
9. Growing Importance
“An unsatisfied customer tells ten people
about his experience while an unsatisfied
employee tells a hundred.”
D K Srivastava,
VP HR at HCL Comnet
10. Growing Importance
Employer branding to “attract employees”
It helps in retaining current employees,
increasing employee satisfaction, attracting job
candidates, and motivating employees in their
work, which leads to excellent business gains.
Initiatives taken by organizations to make the
work place more employer-friendly and
implement development
11. Pre-requisites for Successful
Employer Branding
Core Brand Definition
Senior Management Involvement
Alignment with Corporate Strategy
Empowerment of the Workers
Ongoing Measurement and Recognition
12. Building an Employer Brand
Unique benefits / policies
Employee referral programs
Awards programs
Parties
Sponsoring events
Recruitment website
13. EMPLOYER BRANDING
Identify your strengths
Be socially responsible
Offering career progression through growth
Using the web wisely
Market yourself to the young
Use employees to spread the word
What gets measured gets managed
14. Industry Practices
SATYAM:“Every Satyamite is a Leader”
CTS:“Celebration at Work”
ACCENTURE:“Best Place for Women to Work”
LG:“Best Employee Bonus”
MARUTI:“Collective Vacation Scheme”
