What is Branding

All organizations need to understand what their employees,

stakeholders and customers think of them.

Marketers have developed techniques to help attract customers,

communicate with them effectively and maintain their loyalty to a
consumer brand.
 Employer Branding
• Employer branding involves applying a similar approach to people
management and describes how an organization markets what it has
to offer to potential and existing employees.
•
Employer branding suggests the following definition of an employer
brand: “a set of attributes and qualities, often intangible, that makes an
organization distinctive, promises a particular kind of employment
experience, and appeals to those people who will thrive and perform
best in its culture”.
• A strong employer brand should connect an organization’s values,
people strategy and HR policies and be linked to the company brand.
• Unilever Pakistan. Unilever is a consumer goods company, known for
their policies that specifically target women empowerment and
protection at the workplace, Unilever Pakistan strives to be diverse. ...
2. Pakistan Tobacco Company. ...
3. Meezan Bank. ...
4. Engro Corporation.
 Reasons to Invest in Employer Branding
1) Improved Quality of Candidates:
Less time in recruitment of qualified candidates, because candidates
come in already understanding what the company stands for as an
employer. 

They recognize something in a company’s culture that appeals to them

and makes them feel as if they would be a good fit for the company.  

2) More Passive Candidates: A clearly articulated employment brand

also helps attract candidates who are not actively looking to change
jobs but would consider a good opportunity if it comes to their way.

A global study conducted by CLC (Corporate Leadership Council)

found that effective employment
branding enables organizations to reach into a deeper pool of talent.
The study of more than 58,000 new hires and tenured employees from
90 organizations found that organizations with managed employment
brands are able to source from more than 60 percent of the labor
 Reasons to Invest in Employer Branding
3) Fewer Costs Associated with Turnover: Companies do damage
to their employment brand when they fail to deliver on the expectations
they set for their employees during the interview and hiring process –
leading, in turn, to higher turnover. 

In fact, a recent CareerBuilder survey found that 35 percent of workers

cited the company as the main reason they decided to voluntarily leave
a previous position, while only 28 percent cited the job itself.

4) Fewer Costs Associated with Recruitment: 

If you have a compelling and well-communicated employment brand
message, candidates are more likely to seek you out to inquire about
open positions.

You save yourself the time and trouble of sourcing candidates from
scratch because there’s less of a need to advertise open positions and
wait for applications to come in.
 Reasons to Invest in Employer Branding
5. Happy Employees (Productive Employees): 
When your company creates an environment where employees feel challenged, feel
that their contributions hold value  and are recognized for their efforts, employees
become more engaged in their work. 

This increased level of engagement leads to a higher quality of service or product,

and, ultimately, a
better bottom line.
6. Brand Advocates: Speaking of engaged employees. When people love their jobs,
they tend to be vocal about it. For this reason, employees can be your greatest asset
not only in driving your business forward, but also in filling your talent pool. 

Because they know what it takes to fit in and work for your company, employees are
the utmost authority on who else will make a good employee. They also know how to
sell your company to their peers because they know first-hand what job seekers want
in their ideal employer.

7. A Better Bottom Line: Research has shown a definitive link between a

company’s employment brand and its financial performance. 
 Key Steps To Build Your Brand

1) Assessing Your Employment Brand: 

Does your company have a reputation? Is the atmosphere casual or
formal? Do employees and target talent see it as a place where one
can grow and advance, or as a place to get some experience and
quickly move on? 

Before you can work to strengthen your employment brand, it is

critical that you first understand how your organization is perceived
as a place to work. (Do research)
 1) Assessing Your Employment Brand

The following methods provide a quick and easy way to gain some insight
into what others are saying about your current employment brand:
• Conduct an organic search for mentions of your company on a search
engine such as Google, Yahoo! or Bing.
• Go one step further and set up a Google alert to be e-mailed when your
company name shows up in news stories, blogs or other online media.
• Search for mentions of your company on social media sites including
blogs, Facebook, Twitter or LinkedIn.
• Go straight to the source: Conduct employee surveys on a quarterly or
annual basis to gain feedback as to identify your strengths as an employer
as well as areas for improvement.

• Utilize third-party reputation monitoring: The most useful, objective

answers to your questions about how others perceive your brand will come
through the help of an objective third party that specializes in aggregating
and analyzing social media to find out what is being said about your brand
online.
 2) Defining Your Message:
In order to attract and retain top talent, your company must make a
concerted effort to ensure you stand for something meaningful as an
employer, that potential job seekers and employees know what that
something” is, and that you communicate it through your employment
branding message.

What are your strengths as an employer? Your weaknesses?

How does top talent rate you against your competitors?
What do your competitors offer that you do not?
What do you offer that your competitors do not?
What do employees like about coming to work for you?
What do employees dislike about coming to work for you?
What drives job seekers to apply to your jobs?
What prevents job seekers from applying to your jobs?
Are you offering competitive pay?
How could you better position yourself as an employer of choice?
Where should you be advertising your jobs?
 Key Steps To Build Your Brand
3) Communicating Your Brand: 
The next step to building your brand is communicating your employment
brand message – both internally and externally. Utilize the following
resources to communicate your employment brand.

a) Your Company’s Intranet: Employees who give high ratings to internal

communications also tend to rate the company as a good place to work
and are likely to recommend it to others.
4 Key Steps to Building Your Brand

b) Job Advertisements: 
Job ads are often the first introduction job seekers have to your company,
so make them count. In addition to offering a clear description of the job
roles and responsibilities, take the opportunity to discuss the company, its
mission, values and goals. 
As well as any recognition your company has received for its employment
practices.
 Key Steps To Build Your Brand
c) Your Company’s Career Center: 

One of the most important outlets for disseminating your brand message,
your career site should be easily navigable and clearly communicate what
it’s like to work at the company. Be creative in how you illustrate your
company by utilizing employee testimonials, “day in the life” videos or key
highlights related to employees. 

d) Your Employees: 

Employee referral programs are another effective way to communicate

your company’s employment brand, while at the same time identifying job
candidates. Often, the best way to recruit qualified employees is through
word of mouth, and satisfied employees  are the best messengers.
Research demonstrates that word of mouth is perceived as at least twice
as credible as advertisements.
 Key Steps To Build Your Brand
e) Local or National Media: 

Sending out press releases or applying for “best place to work”

competitions can help your company gain recognition and publicity from
credible third -party organizations, further spreading your company’s brand
message. 

f) Social Media: 

One of the newest and most successful avenues for communicating your
brand, social media has become a critical component to today’s
recruitment strategy.
 Key Steps To Build Your Brand
4) Evaluating Your Brand Message’s Effectiveness

If you can’t demonstrate the return on investment of your  employment

branding efforts, they will fall to the bottom of the company’s priority list.
Below are metrics you need to track to test the effectiveness of your
employment brand:
Attraction:
Quality of job applicants.
Candidate acceptance rate.
Aided and unaided awareness response rate.
Cost per hire.
Length of time to fill job openings.

Retention:
Turnover of new hires.
Turnover of veteran employees.
Employee satisfaction and engagement.