Employer Branding: Definition, Process, Strategy, Measurement, and Resources

Employer branding is highly important in the present industrial competition. Nowadays, it attracts talent but also creates an environment in which employees are valued, motivated, and connected to the values of the company. Employer branding is more important in countries like India as the growth rate of businesses, such as those in IT, healthcare, and retail, is considered exceptionally fast.

This article digs deeper into what employer branding is, how companies can build it, and how to effectively measure its impacts. We will also go through the resources that help businesses in India develop a sustainable employer branding strategy.

What is Employer Branding?

Employer branding is concerned with how you define and market what makes your company a great place to work. It thus encompasses everything, from how you treat employees to how people see your organization. Simply put, it is the reputation of your company as an employer, inside and out.

In India, employer-branding will no longer be “I pay you more” or “I offer fancy perks.” Today’s workforce is looking for something more – a sense of purpose, professional growth, work-life balance, and a culture that aligns with their values.

For instance, Infosys and Tata Consultancy Services in India are companies with a vast scale in the business of technology but have established excellent employer brands, which speak to innovation, employee growth, and social responsibility. Such qualities attract the most skilled employees, and in this aspect, the companies become not only an employer but also a destination for careers.

The Employer Branding Process

Employer branding will not occur overnight. Creating an in-depth understanding of your workforce in tandem with a clear and defined strategy takes persistent work. Let us explore how to create a good employer brand.

1. Audit Your Current Employer Brand

Building an employer brand first requires an understanding of where you stand. How are your employees perceived in their workplace? What does a candidate perceive when they come across your job postings or visit your website? An employer brand audit helps discover the difference between what you wish to see and what is there.

Surveys, focus groups, and exit interviews are great ways to tap into existing employees’ perceptions of the company. For an understanding of how the company is seen from the outside, speak with outside job candidates or, if you have them in your location, use Glassdoor or similar platforms.

2. Develop Your EVP

Your Employer Value Proposition is what distinguishes your company from the rest as an employer; it is the set of benefits, values, and opportunities you offer in exchange for employees’ skills and talents.

In contrast, a company like Zoho in India produces its EVP, emphasizing work-life balance, opportunities for learning, and a collaborative environment at the workplace. In crafting your EVP, remember to consider what matters most to your employees, whether it is growth, flexibility, or commitment to social responsibility. Offer a clear view to your colleagues about what your EVP stands for that resonates with your current and desired employee population.

3. Link Employer Brand to Company Values

As a consequence of that, your employment brand should resonate with the core values and culture of your organization. If innovation is something your organization is proud of, align that through the empowerment of employees to think creatively and take calculated risks. Show that inclusiveness is a priority through hiring practices, benefits for employees, and everyday practices.

For example, HCL Technologies subscribes to the philosophy “Employees First, Customers Second,” which is very much in line with the belief that empowering employees directly influences the customer’s satisfaction factor.

4. Communication Strategy

You have your employer brand and EVP defined. Next comes the communication of the same. It is only when you speak in the language of real people that your message sounds authentic. Here are a few ways of doing that:

Social Media: Use LinkedIn, Twitter, and Instagram to share behind-the-scenes images and videos, employee stories of success, as well as videos to serve as a window into your company’s culture into the eyes of potential candidates.

Careers Page: Ensure your company’s careers page is as presentable as possible, talking about your values, EVP, and stories of employee successes. It’s not enough that job seekers will see the open positions; they should get a feel of life at your company.

Internal Communication: Involve your current employees via newsletters, town halls, and employee recognition programs to make them feel valued as well as connect with your employer brand.

5. Continuous Engagement

A strong employer brand is something that does not just appear overnight; it is really a continuous engagement with your current employees and future candidates. Regular engagement surveys, team-building activities, and recognition programs all help to reinforce your brand inside. You can participate in industry conferences, hold webinars, or offer internships to reach out to future talent outside.

Strategy for Developing Humanized Employer Brand

Your employer branding should cover humanized employer branding so that you connect emotionally with the employees and candidates. Current worker and candidate want to feel more than just a cog in the machine; it wants to hear the voices of value and connection to the mission.

1. Real Employee Stories

Nothing is more relatable than the experiences of real employees: Share about their journey inside the company; How did they overcome challenges? and personal as well as professional growth. Such stories of people humanize your brand, giving a peek into the work environment for potential hires. For instance, it’s a fantastic story that can depict the journey of a person from being an intern to reaching the position of senior manager with growth opportunities.

2. Diversity and Inclusion

In India, diversity and inclusion have become critically important employer branding strategies. Having a strong message about building a diverse workforce is a great attractor in the market. Communicate your inclusive policies, employee resource groups, and flexible work options to demonstrate the inclusivity of your organization.

3. Flexibility and Work-Life Balance

Post-pandemic India is highly desperate for flexible work arrangements, whether it is a work-from- home or hybrid model. Flexibility with the offerings and in promoting these would surely get your company labelled an employee-centric brand. Their self-satisfaction and productivity level is tied directly to the autonomy of balancing personal and professional responsibilities.

Success Measurement of Employer Branding

Measuring the success of your efforts as an employer brander ensures that your strategy is working. Here are several very important metrics to track for this objective:

1. Quality of Hires

A good employer brand will attract a high calibre of candidate. By tracking your quality of hire over time, you’ll be better able to measure the effectiveness of your employer brand. Are new hires meeting or exceeding performance expectations? Are they a good fit for the company culture?

2. Retention Rate

Retention is among the most critical metrics of an employer brand, for it stands to show if you have been able to align your employees with the values and culture of the organization. More likely than not, such employees are less likely to leave the organization. Compare retention rates with that of the industry to measure success while tracking retention rates.

3. Cost Per Hire

A robust employer brand can minimize cost of hire by bringing applicants in organically. If you spend less on recruitment advertising or external agencies, that is a sign of success through your employer brand.

4. Employee Engagement Scores

Having regular employee engagement surveys can provide you with insights into how your employees are feeling more connected and motivated. In cases where the scores on employee engagement are high, then it means your employer brand is getting great traction within the organization.

5. Social Media Engagement

Follow the engagement level of your content on LinkedIn, Instagram, and Twitter. Any shares, likes, and comments are always great metrics in judging how well your employer brand message is resonating with your audience.

Resources to Create an Employer Branding in India

The success of an employer brand is anchored on resources. Read on to find out how you may create a resourceful employer brand. Here is a list of some useful platforms and strategies:

1. LinkedIn

Your employer branding is excellent through LinkedIn; posting content about your company culture, sharing success stories of your employees, and connecting potential candidates through LinkedIn groups and other industry discussions should be regular activities.

2. Glassdoor

Your company should be frequently checked on Glassdoor for whatever people are saying about your company. Your employees should be encouraged to give their honest feedback; you should also take your time to respond constructively to the good and the bad reviews. This will show that your company really cares about improving the work experience.

3. Employee Referral Programs

An employer has the best ambassadors in his current employees. By having an employee referral program, an employer taps into the world around them to recruit who would likely fit his company culture.

4. CSR

CSR initiatives by the employer brand are important in India. Employees, more so millennials, want to work for organizations that care about giving back to society. Highlight your CSR activities, showing that your organization cares to make a difference.

Conclusion

In today’s competitive job market, especially in India, treating employer branding as a mere concept is no longer viable. Distinguishing yourself is key to building a strong brand, attracting top talent, and retaining employees who are aligned with your company’s mission and values. These elements are crucial for creating an employer brand that resonates with both current and future talent.

At Origami Creative Concept Bangalore, serving clients in Dubai & India, we specialize in employer branding. We understand that it’s not just about recruitment but about creating an environment where people feel valued, engaged, and excited about their work. With our expertise, we can help you build a compelling brand that attracts and retains top talent for the long term.