The 14th chapter of the ” HR Leadership Connect” series, a collaboration between SHRM India and Indeed, convened on April 25th, 2024 in Mumbai, focusing on the theme “Decoding the Anatomy of Brand for Hiring”

In today’s competitive job market, the concept of employer branding has evolved from a mere buzzword to a strategic imperative for organizations seeking to attract, engage, and retain top talent. But what truly constitutes the anatomy of a strong employer brand, and how can organizations leverage it effectively to enhance their hiring efforts? To delve deeper into this critical topic, Rohan Sylvester, Talent Strategy expert at Indeed, led a captivating discussion with esteemed industry experts Snehal Shah, Associate Dean, Academics & Research, SP Jain Institute of Management & Research (SPJIMR), Joy Banerjee, Group Head Human Resources, IL&FS Group and Nirmala Venkateswaran, Vice President & Head – Human Resources, Howden Insurance Brokers India Pvt. Ltd. Their insights illuminated the nuances of employer branding and its impact on talent acquisition strategies.

Moderator Rohan Sylvester, Talent Strategy Advisor, Indeed.com

Speakers
Snehal Shah, Associate Dean, Academics & Research SPJIMR (SP Jain Institute of Management & Research
Joy Banerjee, Group Head Human Resources IL&FS Group
Nirmala Venkateswaran, Exe. Vice President & Head – Human Resources Howden Insurance Brokers India Pvt. Ltd.

Product vs. Company: The Heart of Employer Branding
Employer branding goes beyond mere promotion; it’s about crafting and sharing the authentic story of your organization and its employee experience. As the adage goes, “Employer branding is not the product; your company is the product.” No amount of promotion can compensate for a poor employee experience. Organizations must ensure alignment between their brand promises and the reality of the employee experience to build a strong employer brand.

The Disconnect: Managing Expectations Despite organizations’ efforts to promote their employer brand, research shows that a significant percentage of employees seek new job opportunities within six months of joining a company. This disconnect often stems from expectations that have not been met, highlighting the importance of authenticity and transparency in employer branding efforts.

Key Components of Employer Branding At the heart of effective employer branding lies authentic storytelling, amplifying the voices of employees, and securing leadership buy-in. Organizations must articulate their employer value proposition (EVP) and align it with their values and organizational goals to create a unique narrative that resonates with candidates and employees alike.

A valuable method for gauging your organization’s current standing among employees is by examining its ratings and reviews on platforms like Indeed or Glassdoor. When analyzing data, if you observe a significant increase in employee ratings, which may have been influenced by a mishandled appraisal cycle, it highlights the imperative for organizations to prioritize transparency and authenticity in their employer branding endeavours.

Another key source of insights into how companies are perceived by external candidates is the question posed to candidates during the application process: “What attracts you to our company?” The responses to this query offer a diverse array of perspectives, providing organizations with a rich understanding of their brand image from an external viewpoint. This feedback can be instrumental in refining employer branding strategies and aligning them more closely with the expectations and perceptions of potential candidates. Pulse surveys, while valuable, may not always provide the complete picture, emphasizing the importance of truly listening to employees’ voices to drive meaningful change.

Uniqueness, Customization, and Human-Centric Approach The industry experts during the panel emphasized the importance of customizing EVPs to cater to the diverse needs of employees. Hyper-localization of EVPs and a human-centric approach were identified as winning strategies for building a unique employer brand. Additionally, organizations were urged to prioritize Humility, Uniqueness, Motivation, Agility, and Nimbleness – the core tenets of a human-centric approach.

Measuring Effectiveness: Beyond ROI Measuring the effectiveness of employer branding goes beyond ROI. Retention rates, employee referrals, and candidate feedback are key indicators of employer brand success. Furthermore, organizations must adapt to the evolving needs of the workforce, particularly Gen Z, who prioritize social impact, career growth, and flexibility in the workplace. Embracing innovative strategies like “Stay Interviews” over traditional “Exit Interviews” also becomes pivotal in understanding and meeting the evolving needs and expectations of employees, as well as measuring overall effectiveness of employer branding.

Looking Ahead: Embracing Technology and Human-Centric Skills As organizations navigate the era of Gen AI, embracing technology while nurturing human-centric skills is paramount. Rather than viewing AI as a threat, organizations should leverage it to augment human strengths and foster continuous learning and development. In conclusion, employer branding is not just a marketing tactic; it’s a strategic plan for organizations looking to attract, engage, and retain top talent. By prioritizing authenticity, transparency, and a human-centric approach, organizations can build a compelling employer brand that sets them apart in the competitive talent landscape.