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Employer Branding, whenever we hear this, we think of a cleverly crafted message to attract talent, fancy videos showing happy employees and happy workplace, career/social media pages on which is in line with the employer brand message, etc.
Employer branding means to be an employer of choice first, to create a great employee experience and later communicating it in a compelling manner via different mediums. Companies who get this right are extremely successful in drawing the best talent towards them and thus creating exponential growth.
There is nothing wrong with the marketing your employer brand, but this activity should be done after /in parallel with building a solid foundation for employee experience. Great branding with a poor foundation is a recipe for failure.
“Strong Foundation = Strong Brand “
In this article, I will highlight the 5 pillars of building a foundation for a strong and long-lasting employee experience/employer brand.
- Solid HR Systems & Processes: Employee experience starts with a candidate who decides to apply for a job with your company. A systematic process designed keeping in mind employee experience, without losing the sight of the company’s vision is very important. Strong HR systems and processes right from hiring, onboarding, performance management system, etc is the first pillar for a strong employer brand.
- Meaningful Employee Engagement: This involves meaningful involvement with peers and seniors to foster a culture of innovation. Top employers like Toyota, Google, etc have a system of discussing and documenting innovative ideas right from senior management, middle level to Front liners. They have a system to document, implement, and appreciate the innovative ideas of front liners. Of course, not all companies have a budget to support innovation on that scale, however meaningful employee engagement activities, where they get a sense that they are contributing to the larger vision of the company, increases employee satisfaction index to a great extent. Meaningful employee engagement which leads to growth and learning of both employee and employer is the second pillar.
- Transparency in Communication: A Company is an ecosystem, with a variety of employees coming from different backgrounds. Every employee has something unique to offer to the company based on their education, background, experience, culture, etc. Open door policy where an employee can voice their ideas and concerns without the fear of being judged is the third important pillar.
- Creating awareness about the vision of the organization: Clarity of company vision to the entire team up to the frontline staff. When the employees are aware of how they are contributing to the greater vision of the organization, there is a sense of belonging to the organization and greater satisfaction. Thus leading to achieve the company’s vision and mission.
- Team bonding & Appreciation: This is little more than team building activities like learning together, playing together, etc. and employee awards. It is about developing a culture that encourages appreciation/ empathy/teamwork instead of blame/gossips/denial. This is a two-way thing; management cannot develop a culture of gratification without support from the team. Do not underestimate the power of a sincere Thank you from a colleague, boss, or family member. It instantaneously elevates your satisfaction and happiness. So a company where people are frugal in blaming/gossiping/denial and generous on appreciation/empathy is undoubtedly the best place to work.
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