When it comes to the success of a business, there are plenty of contributing factors. One of the most significant ones, though, is the company’s reputation.
In the age of social media, news about companies can spread very quickly, whether it’s good or bad. With this in mind, businesses have to continuously work to maintain their reputations.
It will always be a work in progress, and the way in which companies address events or issues involving them will also impact their reputation.
Beyond providing quality products or services, the way in which a company is perceived has a direct impact on their success. This doesn’t just refer to public or third-party perception, employee perception is equally as important.
Having a strong brand as an employer doesn’t only promote employee retention, it attracts new talent too. A business who has built a name for themselves within their industries will immediately appeal to skilled workers who want to be a part of the success.
Moreover, those workers are more likely to commit to the company for the long-term.
Companies that offer human resources software solutions in the UK include:
What Should A Strong Employer Brand Do?
An employer brand is made up of two intrinsic components: company perception from current employees and from potential candidates who have yet to join the organisation.
When a company has a robust employer brand, it will retain existing employees while attracting top-quality candidates. This forms the basis of a positive corporate culture, which then fosters company growth and success.
It becomes a cycle where favourable working environments promote engaged employees and in turn, the working culture continues to be a strong one.
Does HR Play A Role In A Company’s Brand?
Before we explore how HR contributes to employer branding, it’s necessary to understand what that means in the context of HR. It is the process of creating an ideal work environment that employees want to be a part of.
This encompasses the way in which the company’s values are upheld from day-to-day, employee working conditions and how management runs the daily operations.
The brand of the business will reflect the internal attitude and activities within the company. Given HR’s responsibility of managing these aspects, their role in building and strengthening an employer’s brand is a significant one.
Essentially, HR becomes the bridge between internal values and reputation. When they build a supportive work environment that align with company core principles, this reflects as a solid company with a strong reputation.
How HR Can Build A Strong Employer Brand
HR is the driving force behind employer branding, due to the department’s involvement in recruiting candidates, managing employee performance and overseeing the company’s culture as a whole.
All of these factors will contribute to how the company is perceived, so let’s take a look at a few of the ways in which HR can assist with building a strong employer brand.
Drive A Positive Corporate Culture
A good company culture functions as the ‘heart’ of the organisation. When the work environment is healthy, the company can run smoothly when all of the ‘parts’ such as employees and management work together.
It is HR’s responsibility to nurture the corporate culture by making employees feel heard, communicating company values during the onboarding process and keeping the lines of communication open across all levels.
To achieve this, HR can offer incentives or reward programs to acknowledge employee achievements and provide training sessions to employees who want to grow in their roles.
Consider Employee Feedback
Employees are a company’s greatest asset, which makes their feedback greatly valuable to have.
HR should regularly gather feedback whether through one-on-ones or anonymous surveys to understand how the company is perceived at that current time and, more importantly, where there could be improvement.
It’s also incredibly useful for HR members to speak to leaving employees to understand their decisions to exit in order to build retention strategies from that, as well as speaking to long-term employees to see why they are motivated to stay with the company.
Define Your Employer Value Proposition
An Employer Value Proposition (EVP) is a list presented to candidates regarding the benefits they can receive by working at the company. In other words, it’s the answer to the candidate’s question of “why should I work here?”
For some, career growth opportunities and competitive compensation may be enticing, while others may look for a flexible work environment.
During the interview stage, HR will usually present the company’s EVP to potential candidates. It’s a necessary tool to showcase the company and its benefits to outside parties, further strengthening its employer brand.
Align The Recruitment Process With The Brand
The first contact between a company and candidates is during the recruitment process. Consequently, the process should reflect the values of the brand.
The job description posting should already convey the company’s culture and values to attract the right candidates from the start. Once recruited, the onboarding process should be seamless for integrating new employees into the company which will create a positive perception of the brand.
