Elements of the Employer Branding

Importance of Employer Branding

Due to rapid economic development, Vietnam has a great demand for labor. According to Vietnam News Network, in today’s technology-driven, rapidly changing business environment, one of the most difficult organizational challenges is meeting the growing demand for highly skilled talent. Businesses need to recruit the right talent, but it's equally important that existing employees are interested in working for these companies in the long term. Managers are now using employer branding methods to retain and recruit current and potential employees. Since competition to retain employees in the IT industry is fierce, every company must have branding practices to retain employees.

Eg : Microsoft is an example of implementing new branding practices. Microsoft said that a hybrid work environment is unavoidable and the company is primarily focused on employee flexibility to have optimal productivity. As long as employees are able to work wherever they are, companies will support their choices by developing new habits. Sullivan ( 2004)

Elements of the employer Branding & HR Practices 

1. Work Life Balance 

Along with salary and employer brand name, one of the most critical factors affecting employer brand is work-life balance. Work-life balance is defined as "a situation in which employees attempt to divide their time and energy between completing work and completing family responsibilities". 

The goal is to have a good balance between work and home life without sacrificing anything. It is widely acknowledged that maintaining a social life while meeting professional commitments is difficult for some people. Therefore, companies must help employees achieve work-life balance so that they feel motivated and happy. This will lead to more productive people and ultimately more profits. If employees understand and know how to maintain a good work-life balance, they will be motivated to take the necessary actions.

Implementing work-life balance practices will attract more capable candidates and minimize work-life conflict among existing employees, thereby improving organizational performance and retaining talent. A strong work-life balance culture is one of the most commonly desired qualities at top companies. Employer branding will benefit greatly if a company can demonstrate that employees have a good work-life balance.

2. Cooperate Social Responsibility 

Corporate social responsibility (CSR) is a company's responsibility for shared values ​​in society and the environment, and public pressure is increasingly used to hold companies accountable for their social impact.

Corporate social responsibility can improve your employer brand by showing your positive impact on the world, walking the talk, and creating a sense of purpose and pride among your employees. For example, if you support a social cause that resonates with your target audience, you can demonstrate your authenticity and relevance and inspire potential candidates to join your team.

Eg: If the organization offer the volunteering programs, mentoring schemes or green initiatives those can empower the employers to difference to grow personally and professionally and by building meaningful relationships

Example for current context of the CSR 

- John Keells Group has their own Foundation for CSR activities which called as John Keells foundation  (Source https://www.johnkeellsfoundation.com/ 

Source: Online https://www.johnkeellsfoundation.com/

3. Work Environment 

Employer branding emphasizes a company's culture and workplace, the work environment is an important factor in defining a successful employer brand. Workplace culture is now on full display for the public to witness. This greatly affects a company’s employer brand.

Employer brand and work environment should be aligned because when the company story told to employees is authentic, it inspires and motivates existing employees. An employer brand story that inspires, motivates and encourages existing employees is a key component of any brand marketing strategy. To help retain employees, companies should always communicate and deliver the culture they are trying to build.

This might be possible to communicate the messages about the company profile to convey outside of  the through the several channel

Example : Word of Mount  / Interviews / Internship/ training Program and marketing positions

4.Training & Development 

Firms are now using a variety of employee development programs and online training programs to help their staff grow and progress. In addition, seminars and conferences are held regularly to provide ongoing education for the workforce. Employees are happy with training and development programs, which leads to better levels of work satisfaction. Because of this employers should provide their employees with a wide range of training and development opportunities. There should be a clear assessment and support for workers' training and career development requirements. Many of today's most desired employees, such as Gen Z and millennials as well as those in the IT industry, are more likely to quit a firm when there aren't enough professional growth options. Development programs foster self-confidence, and employees are supported in their career progression plans.

References 

Adams, B. ( 2022) Make Your Employer Brand Stand Out in the Talent Marketplace (blog entry ) 08 February. Harward Business Review. Available from  https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace (Accessed 11 April 2024).

Inceptra Solutions LLC (2023) Building a Strong Employer Brand: Key Elements for Successful Recruitment. (blog entry ) 16 June. Available from https://www.linkedin.com/pulse/building-strong-employer-brand-key-elements-successfula (Accessed 11 April 2024).

Judd, R.( 2019) Four Key Components Of Employer Branding (blog entry ) 13 February. Available from   https://it-iq.com/tech-news/four-key-components-employer-branding/  (Accessed  08 April 2024).

NALSengineering (2023)  The Definition and Elements of Employer Branding. (blog entry ) 23 April. Available from https://medium.com/@NALSengineering/the-definition-and-elements-of-employer-branding-9e1f302e5f6b (Accessed 10 April 2024).

Sullivan, J. ( 2004) The 8 Elements of a Successful Employment Brand (blog entry ) 22 February. Available from  https://www.ere.net/articles/the-8-elements-of-a-successful-employment-brand (Accessed 11 April 2024).

Tallman, R.( Undated) Key Elements to Support Ongoing Employer Branding Efforts (blog entry ) Undated. Available from https://www.itagroup.com/insights/employee-experience/key-elements-support-ongoing-employer-branding-efforts   (Accessed  09 April 2024).