Employer branding is an ongoing exercise. The most admired and attractive employers do a great job of continuously monitoring and building on their brand momentum. They also know it takes significant investments in time and resources to be an employer of choice.
What's your strategy to secure and grow the resources you have today?
here are 4 tips to keep growing and enhancing your employer brand.
1. reinforce the value of investing in your employer brand.
Your employer brand requires ongoing nurturing and attention, so continue to educate internally. Whether it’s hiring managers who help deliver training or marketing teams asked to help monitor social media, keep your stakeholders close to the progress and outcomes of their efforts.
2. don’t stop assessing.
Auditing your candidate experience and other components of your brand shouldn’t be a one-time exercise. A broken link on your career portal or a frustrating application process can detract from your brand so make sure to regularly evaluate touchpoints that you have full control over.
3. have a digital strategy.
By the time candidates reach your job application page, they have already performed research on your company. According to Glassdoor, 70% of candidates use employer reviews in their decision-making, and most will refer to as many as six different sources in their research. In this digital and
social age, HR must collaborate with Marketing and IT to champion a great candidate and employee experience.
4. revisit the business case.
Your initial investment may not be sufficient to address all of the gaps in your employer brand. You may have to lobby for additional budget to remedy shortcomings in your brand strategy.
about the randstad employer brand research.
The Randstad Employer Brand Research is an independent study conducted by Kantar TNS capturing the opinions of 4,295 Hongkongers aged between 18 and 65. The online survey measures the attractiveness of Hong Kong SAR’s 75 largest employers (as determined by Hong Kong SAR workforce size) and a number of additional companies selected by Randstad.
To determine “name awareness” of the employer brand, respondents were asked to identify companies they recognized. To determine “name attractiveness” of the employer brand, they were asked if they would like to work for those companies. They were then prompted to evaluate each of the companies they would like to work for on ten factors that determine an employee value proposition, such as salary & benefits, job security, work atmosphere and work life balance.
Awards are not open for nomination and the results are based solely on the perception of the respondents – making it the only award that is truly representing ‘the people’s choice’. The research provides year-on-year analysis of jobseeker motivations and sentiments related to turnover and retention. It allows us to pinpoint gaps between expectations and reality, and identify opportunities to help companies develop their employer brand and talent strategies.
The Randstad Employer Brand Research is an essential first step to unlocking drivers of employee motivation and understanding external perception of your brand. Randstad offers a complimentary report for all companies surveyed. We also provide a macro view of various sectors as well as global insights to help shape your talent management and attraction strategies.