While the war of talent continues to govern the world of recruitment, the dynamics have changed considerably. These days’ job seeking candidates hold the cards and are in a position to pick in which company do they work.
Therefore, it is no surprise that organizations need to focus on becoming the employer of choice by implementing concrete employer branding strategies. In trying times such as these, a strong employer branding is essential not only to attract new candidates but also to retain them.
What is employer branding?
According to Universum, an online Employer Branding Academy, “Employer branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain. The process facilitates the company’s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the company’s business plan”.
Why employer branding is a necessity?
Employers cannot afford to fade into oblivion if they really want to attract and retain talent. Companies are now realizing how important it is to differentiate themselves from others in the market, with the help of a strong employer brand.
Employer branding strategy of an organization is a long-term effort that permeates every aspect of the employee lifecycle, including recruitment, onboarding, retention and engagement. The most important guiding principle is that companies must deliver what they promise.
Employer Branding Strategies: Predictions for 2017
The paragraphs below highlight five predictions in employer branding strategy for 2017.
#1. Employee branding and employee happiness go hand in hand
As mentioned earlier, that companies must deliver what they promise, organizations consider that having a place where one wants to work is one of the prerequisites for developing a strong employer branding strategy. So, it makes sense that every 9 out of 10 professionals felt that employee happiness and employer branding closely connected. It is suggested that before investing into improving your outer image as an employer of choice, try and focus on the internal domain. The factors comprising employee happiness, (culture, benefits, career growth, work-life balance), all contribute towards the development of a strong employer branding strategy.
#2. Employer branding will continue to rise as a business function
It might come as a surprise, but many organizations had ad-hoc employer branding strategies for years. However, the rules of the game are set to change in 2017. Employer branding is all set to become a proper business function and companies will be investing more in the development of employer branding strategies. On the whole, 2017 will witness the rise of employer branding as a discipline and organizations will be seen giving more importance to evolving employer branding strategies.
#3. Creating an employer branding content would be a challenge
In a survey conducted, it was revealed that one of the most challenging aspect of employer branding would be the content part. Most employers feel that creating employer branding content is a challenging task that definitely needs to be addressed in 2017. This makes sense because creating compelling content is not an easy feat.
Despite all these, a positive sign that looms large is that, most employers accepted that content marketing is an effective tool for their effective employer branding strategy. Needless to say that, 2017 would be a year for content in an organization’s employer branding policies.
#4. Candidate experience would be of significance in employer branding
From sourcing through applying, interviewing, making offers and finally onboarding – there are several aspects of candidate experience. One black spot on any of the above, can have an impact on an organization’s employer branding. 95% of professionals feel that candidate experience influences their brand value to a considerable extent. This trend would continue to remain steady in the coming year of 2017.
#5. Analytics would be vital for ROI in employer branding
Analytics is expected to be used for ROI in employer branding in 2017. Employers are of the opinion that employer branding analytics would be in demand in 2017 that would help in ROI on employer branding. Most employers are of the opinion that; you cannot improve what you don’t measure. Implementation of data can ensure proper decisions, and even fast-track performance when it’s effectively measured and analyzed.
In 2017, employer branding is all set to reinvent itself with employers all set to implement unique strategies.
Author Bio: A digital media strategist and a content marketer, Sampurna is passionate about writing and blogging. Working as a full-time professional writer for more than five years now, she has been lending her expertise to the online world by penning articles and blog posts on jobs and careers, HR tips and the recruitment industry. She also enjoys reading and travelling.