In an age, as dynamic as ours, every passing moment witnesses growth with alteration. The corporate world is flooded with a zillion corporate theories, voluminous industry mantras and umpteen business methods, yet the rat race seems never-ending. We have seen legion branding, advertising and promotional techniques, and the latest to join the cult is ‘employer branding’, which uncovers a distinct aspect of what we call – reaching to the masses.
Employer branding talks about employees reckoned as an asset to a brand and their optimum utilisation in enhancing the brand’s image. Employees form the fundamental unit of any possible brand, and they are vital in its principle growth and expansion. If you have zealous and resourceful employees to your credit, all you need to do is feed them with relevant information and let the powwow begin.
The theory commodifies the entity, ‘employees’ Apart from the offerings, events and advertisements, brands have invented a new way of reaching to their customers – employees. Word-of-mouth governs this new formula, which can work wonders if executed properly. A well-versed, passionate employee can serve as a mouthpiece of the company and become effective social media contributor. Now, it is on the brand to recognise the right kind of people for this job.
An employee has a strong sense of company’s mission
The new trend of employees, taken as brand ambassadors, is well waged. Every company has a distinct culture and aura, and nobody can decipher it better than a person already working there. With a strong sense of the company’s mission, an employee can play a significant role in shaping his or her company’s growth rate. Through your employees, you can reach to an infinite audience that may include your potential employees, customers and business clients. As a company, you have to nurture and nourish your workforce and transform them into effective brand agents in the society.
Best employer branding practices
Now, let us zoom the lens on the best employer branding practices. Focus on the bigger picture. Employer branding is something that will require a leadership mindset from all of the employees and then realign them with other business strategies, for instance, communication, recruitment and talent management.
Try and involve marketers in your employer strategy. Building employee brand strength helps in improving the shareholder value also. It will help in evolving the dynamics of the workplace, by interlinking the images of consumer brand, corporate brand and employer brand
