The 13th chapter of the “HR Leadership Connect” series, a collaboration between SHRM India and Indeed, was successfully executed on April 18th, 2024 in Bengaluru, on the topic “Harnessing the Talent Market with Authentic Employer Branding at Scale and Fast!”.

Employer branding is a multifaceted strategy that impacts both the attraction and retention of top talent. It’s about creating a compelling narrative about what it’s like to work for the organization, fostering a positive employee experience, and continuously reinforcing the organization’s values and culture. In this candid conversation moderated by Rohan – Talent Strategy Advisor from Indeed, the speakers Vikas Maheshwary – Global HR Transformation, Biocon Biologics and Sunaina K Kaul – Director, Global Employee Relations & Labor Relations, India & APAC, Qualcomm shared their valuable insights on the role of authentic employer branding in today’s competitive talent landscape.

Moderator: Rohan Sylvester, Talent Strategy Advisor, Indeed.com

Speakers:
• Vikas Maheshwary, Global HR Transformation, Biocon Biologics
• Sunaina K Kaul, Director, Global Employee Relations & Labor Relations, India & APAC, Qualcomm

The Challenges:
Building a strong narrative that is exclusively targeted and yet globally consistent is imperative. The core lies in selecting the talent that aligns with the culture of the organization so that they act as the brand ambassadors. Branding that focusses on diversity and not inclusiveness can pose a huge risk to the organization. A generalized branding structure which is built on the foundation that one size fits all is no longer relevant. Creating a robust brand perception survey that provides valuable insights into how your brand is perceived and how you can enhance its positioning and reputation in the market is crucial.

Above all, the major challenge is how do we scale this up, get faster results and still be cost-effective.

The Art of Story-telling:
The art of storytelling in employer branding involves crafting compelling narratives that showcase the organization’s culture, values, and employee experiences to attract and engage top talent.

Authenticity is paramount in storytelling that highlights real experiences, successes, and challenges that reflect the genuine culture and environment of the company. Effective storytelling has the power to evoke emotions and create a connection with the potential candidates. Maintaining consistency in storytelling across various communication channels ensures brand’s credibility. Highlighting meaningful impact and incorporating the voices of employees in storytelling provides authentic perspectives and insights into the employee experience.

The Organizational Culture & Employer Branding:
Organizational culture and employer branding are interconnected elements that influence each other’s development. The core values, beliefs, and norms that define the organizational culture significantly influence the employer brand.

Authentic storytelling from employees reinforces the employer brand by highlighting cultural strengths and values. Candidates who resonate with the organization’s values and culture are more likely to apply for roles and become engaged employees.

Consistency between the actual culture experienced by employees and the portrayed culture in employer branding materials is very critical.

Employer branding for multigeneration involves creating strategies that resonates with employees across different age groups, from Baby Boomers to Generation Z. Offering inclusive policies and practices, flexible schedules, personalized programs, tailored R&R programs, technology platforms are key pillars for attracting and retaining Gen Zs.

Employees to Brand Ambassadors:
By empowering employees as brand ambassadors, organizations can amplify their employer branding efforts and create a positive brand image both internally and externally.

This is possible by fostering a culture of transparency, open communication, trust, opportunities, and empowerment where employees feel valued and motivated. By encouraging employees to share their experiences and insights about the organization on social media platforms, large talent pool can be tapped into. Purposeful innovations will help employees find a sense of purpose in what they do which further acts as a motivating factor.

Closing Remarks:
By authentically showcasing your organization’s values, culture, and opportunities, you not only attract top talent but also cultivate a positive employee experience that leads to higher engagement, retention, and advocacy. Here, authenticity is the key.

Ultimately, harnessing talent through authentic employer branding is a strategic investment that pays off in the form of a talented, engaged workforce that drives innovation, productivity, and long-term success for your organization.