What Is Employer Branding?

The Employer Brand is an emotional relationship that is widely spread between employers and employees to other stakeholders, the wider social group, and potential employees. It shows that the company is the most desirable and respected in various ways. Employer.

Employer Brand

The Employer Brand is an emotional relationship that is widely spread between employers and employees to other stakeholders, the wider social group, and potential employees. It shows that the company is the most desirable and respected in various ways. Employer.

It is based on the employer as the main body and the core employees as the carrier. It is based on providing employees with high-quality and special services.

Chinese name

Employer Brand

Foreign name

The Employer Brand

Subject object

Employer as the main body

Purpose

Establishing an employer image of employees to potential employees and former employees

The employer brand integrates the employee's experience and experience in the enterprise with the company's goals and values. This common brand experience benefits the company both internally and externally. Therefore, the establishment of an employer brand is a relationship that promotes a good working environment for employees,

Employer brands include: brand awareness, brand connection, and perceived quality. These three aspects are layer-by-layer relationships that represent the three layers of employer brand building. From the possibility of recalling the brand name under different environmental conditions, to combining the brand name with the corporate impression, and finally forming an overall impression and evaluation of the corporate image. The establishment of an employer brand needs to be developed step by step in combination with these three aspects.

Corporate branding is a broader concept that includes product brands and employer brands. But these three brands target different target groups. The product brand is aimed at the target consumer group, the employer brand is aimed at the target talents of the enterprise, and the enterprise brand is aimed at a wide audience including consumers, employees, shareholders and the public.

strictly speaking,

China Good Employer is an employer brand selection campaign initiated by Taihe Consultant, the largest domestic human resources consulting company in China. Why take employees as the most satisfied company as the starting point, because the employer brand is not only the image of the company, but also the positive feelings of employees, not only internal employees, but also external talents. Industry competitors, college students, are more likely to be part of a business because of good employer brands.

The most prominent feature of China's good employers is the study by industry. Different companies are invited to participate in the research in the same industry. The company compares and communicates with companies familiar with the industry to find its advantages and disadvantages more clearly. More broadly, this is also promoting

A good employer image, like a good product brand, can also bring good financial returns to the business. Watson Wyatt s Global Excellent Employer Survey found that in the year of the booming Internet economy, the three-year overall shareholder return of a superior employer was 108%, while the average employer s return was 66%, close to the average employer s By the time of the global economic downturn in 2002, the number of outstanding employers was 24%, while ordinary employers were 8%, and the financial returns of excellent employers were three times that of ordinary employers! This shows that the more the employer brand becomes more powerful in times of economic depression.

1. The cornerstone of competitive advantage. The quality, incentive level and

As with product brands, developing and promoting employer branding strategies is equally important. Based on Watson Wyatt's consulting experience, it is recommended to adopt a new "4P" strategy to develop and strengthen the employer brand, namely: People, Product, Position and Promotion, to study the characteristics of the target talent, identify the key factors driving the target talent, and refine the employer The key demands of the brand, and internal and external communication, to meet the unique needs of target talents.

First: Identify the core talent requirements and drivers of the strategy (People)

The promotion of any project or activity in the organization must be combined with the company's strategy to assist in the achievement of business goals, and the development of employer brands is no exception. The first thing to be clear is that the company's future vision, short and long

A key part of the successful implementation of employer branding is that different departments work closely together to play their respective roles, thus jointly promoting brand building:

· Senior staff: responsible for setting strategy, company values and mission, setting an example and actively playing the role of brand ambassador;

Human Resources Department: Responsible for identifying the driving factors of core talents and building human resources processes, systems, structures and incentive systems that can promote employer brands;

Marketing and communication department: harmonize employer brand and product brand value, and communicate brand value to internal and external;

Business units: responsible for ensuring that business goals, directions, and behaviors of subordinate employees are consistent with company values and employer brands;

· Employees: Understand, implement and promote brand meaning to potential employees at work;

Regardless of theoretical research and practical operation, the employer brand is a brand new content for most Chinese enterprises. This is a challenge for companies and a great opportunity to shape a unique competitive advantage. The biggest challenge in building an employer brand is not training

How to introduce employer brand into corporate culture construction?

I. The company's top management releases brand information. In Chinese corporate culture, subordinates obtain approval from their superiors for appropriate behavior. The image of the top management is important for the establishment of an employer's brand.

2. Create a sense of purpose within the company, preach the company's vision, mission and core values, and generate a broad and unified perception.

3. Form a unique culture that is different from the industry, and thus attract talents.

4. Care about the working atmosphere of employees. This environment should make every employee feel fair to even the employees with poor performance.

Fifth, to help employees grow, so that employees have opportunities for learning and development.

Clear organizational positioning and strategic goals

Any project in an enterprise must start from the enterprise positioning and strategic goals, and the establishment of an employer brand is no exception.

What are the company's future vision, long-term and short-term development goals and competitive advantages?

· What are the core competencies and talent requirements needed for future development?

How to segment the talent market and determine the target talent market?

How to analyze the value orientation of existing and potential employees?

How to position and design competitive treatment?

How to manage and promote employer brands?

Persistent commitment

The employer brand is a kind of commitment made by the company to employees and potential employees. It is not only the relationship established between the company and employees, but it also reflects the work experience provided by the company for existing and potential employees. For example, if you want to establish a "high-performance-oriented corporate culture" employer brand, you must fully integrate performance with a variety of quantitative performance and behavior evaluation methods, and supporting measures such as promotion, compensation, and incentives.

Active and effective communication

As with product brands, the formulation of communication and marketing strategies is very important. The 4P principles of marketing can also be applied to employer brand building.

· What are the criteria for companies to recruit employees?

What are the characteristics and needs of employees?

How to attract and motivate this type of staff?

Employer branding is a brand building for potential employees, making them willing to work in the company. For internal employees, they are building a brand, inviting employees to participate in the development process of the employer brand, and making employees become the employer's brand spokesperson.

Enrich and enhance corporate culture

Employer brands need to be deeply rooted in the corporate culture for employees to appreciate their influence. And corporate culture needs to achieve long-term and comprehensive construction through the cultivation of beliefs and values. Only those actions, experiences, beliefs and values that complement the corporate brand image can be accepted and recognized by employees.

Employer brand strategy is a functional department strategy formulated by the enterprise in the field of human resources in order to implement, implement and support the overall strategy and business unit strategy. Employer brand strategy creates a strong affinity between talents and enterprises, enables enterprises to continuously gain popularity and reputation in the employee market, ensures higher employee satisfaction, lower turnover rates within the enterprise, and attracts a constant influx of outstanding talent So that the human resources of the enterprise can be effectively guaranteed.