Professional Documents
Culture Documents
Think Google, Infosys or Tata Sons. Great brands. Great places to work. And it’s
largely word-of-mouth publicity by employees themselves that make these
organisations highly coveted by job seekers across the country. That’s called
employment branding (e-branding)-- positioning a company as a ‘great place to
work for’ by using a well-crafted messaging strategy backed by consequential
and relevant employee-oriented initiatives.
In an era where organisations are falling over each other to recruit the best
talent and employees hop jobs for just a few thousands rupees, employers need
to stand out in the crowd. That’s why e-branding is increasingly seen as the
single-most important factor influencing the selection of an employer by a
potential employee. “What employment branding helps in doing is increasing the
perception of a company as a potential employer of choice thereby not only
reducing attrition but also increasing the pool of available talent. Also, most
importantly, it makes the shift from people joining an organisation because of
money to joining a company because of what it is,” explains Vipul Prakash,
partner, Elixir Web Solutions, which helps companies build employment brands.
Initiated by BPO firms, today, not only the entire IT industry, but also companies
in banking, financial services, retail and hospitality swear by e-branding. And, as
retaining employees in today’s competitive market becomes an even bigger HR
challenge, delivering on the brand promise becomes all the more critical. Agrees
Mandeep Singh, head-HR, BMR & Associates: “I perceive employment branding
as the communication medium for the organisation through which the ultimate
objective of attracting talent and retaining it can be achieved.”
internally. The best way to start is through dialogue with current employees.
Open houses and employee events help companies reach out to them. Events
ensure not only fun and bonding, but also provide a forum for recognising good
performance. Events are also an important way for management to interact
across levels, and create a sense of identity, according to industry experts.
The impact of such exercises has begun to be felt. Explains Priyasha Banerjee,
assistant vice-president, HR, Elixir Web Solutions, “Ever since we introduced the
employee engagement programmes, the feeling of belongingness has increased.
In case of prospective employees, many a time, we have come across candidates
who are keen to join Eixir as they have heard about the company’s goodwill, and
the way we work. Mostly, they learnt about us from articles in the media and
through word-of-mouth.”
internally. The best way to start is through dialogue with current employees.
Open houses and employee events help companies reach out to them. Events
ensure not only fun and bonding, but also provide a forum for recognising good
performance. Events are also an important way for management to interact
across levels, and create a sense of identity, according to industry experts.
The impact of such exercises has begun to be felt. Explains Priyasha Banerjee,
assistant vice-president, HR, Elixir Web Solutions, “Ever since we introduced the
employee engagement programmes, the feeling of belongingness has increased.
In case of prospective employees, many a time, we have come across candidates
who are keen to join Eixir as they have heard about the company’s goodwill, and
the way we work. Mostly, they learnt about us from articles in the media and
through word-of-mouth.”
Amjad Alam