Employer branding: Introduction.

Many candidates looking for a job and many students studying in business schools spend a lot of time thinking whether they are going to get the organization of their choice. An organization where they can grow as professionals and an organization where they can fit in. But sometimes the story is the same for the organizations as well. They too spend a lot of time and money getting the best people and the right people. After all it is the work force of an organization that gives them the sustainable competitive advantage over other organizations. Hence they too put in a lot of effort into coming across as an organization that a candidate would desire to work for. And herein comes in the concept of employer branding. Employer branding can prove to be a key weapon for any organization when it comes to recruitment and hiring.

An organization might forecast manpower requirement and might decide to go for recruitment for a particular post. But what if the organization doesn’t receive applications from quality candidates. It is often seen that companies struggle to get people into the organization and around the 1990s came the concept of employer branding when companies where trying to find ways of making themselves stand out. According to a study conducted by Randstad, public perception of a company becomes even more important when the economic conditions are not bright. During such times potential employees experience salary freeze, layoff and even unemployment which makes it difficult for them to trust a company. This is where employer branding makes a difference. It is a process of placing an image of being a great place to work at in the minds of the targeted employees. It conveys to the audience the message involving the company’s culture, system and employee relations. Creating a brand for a product is something that we have heard of but the concept of employer branding is equally important for an organization if it wants to get the best people, the right people into the organization. In the next article the focus will be on the ways of creating a strong employee brand and what companies did to stand out in the crowd.

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