Chances are you know brands like Ford, Google, LinkedIn, Rolls-Royce. If so, an offer from one of these companies would probably sound appealing to you, and you wouldn’t mind working for it. You may not know much about working at these companies and what exactly you’ll have to do. But you have most likely heard about the rich corporate culture at them, beautiful workspaces, free fancy food, opportunities for professional growth and advancement within the company — and that is what could determine your choice.
All because these companies have strong HR-brands and well-established communication with the target audience: potential jobseekers. And in this article, we will discuss how to build HR-brand for your company and attract top-class specialists to join you.
What is HR-brand?
HR-brand, or employer brand, is a concept related to creating and reinforcing a company’s image as an attractive employer. It reflects the values, culture, and attractiveness of the organization to current and potential employees. HR-brand goals are:
- attract highly qualified professionals;
- retain current staff.
HR-brand of a company plays a crucial role in enhancing market recognition, expediting the hiring process for top specialists, fostering employee motivation and productivity, and reducing staff turnover.
Types of HR-branding
Companies can utilize and combine various types of HR-branding strategies to strengthen their employer image:
External HR-branding
This type of HR-branding is aimed at attracting external candidates and improving the company’s reputation in the labor market. It includes creating an attractive employer image through marketing and advertising campaigns, participation in professional events and job fairs, and active use of social media to attract talent.
Internal HR-branding
Internal HR-branding focuses on fostering a strong bond with current employees and enhancing their satisfaction and loyalty to the company. This involves cultivating a positive corporate culture, implementing training and development initiatives, offering appealing benefits and rewards, and actively engaging employees in company activities through effective communication and project involvement.
It is crucial to recognize the interconnection between external and internal HR branding. If there are internal issues within the company, they will inevitably be reflected externally, and no PR efforts can fully conceal them.
Leadership HR-branding
This type of HR-branding is related to the creation and promotion of the image of the company’s executives. Leadership HR-branding helps to attract and retain talented executives, creates a positive impression of the company and its management, and promotes leadership qualities within the organization.
Stages of HR-brand building
The process of building an HR-brand encompasses several essential steps that contribute to the development and reinforcement of an appealing employer image. Here are a few of these steps:
Analysis and goal setting
The initial stage of building an HR brand involves conducting a thorough analysis of the company’s current state and establishing clear objectives for HR-branding. This includes researching the labor market, studying competitors, analyzing the internal company culture, and identifying the distinctive qualities that make it appealing to potential employees.
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Identifying target audience
The next step is to determine the target audience that the company aims to attract and retain. This may involve identifying specific candidate profiles or professional groups that the company seeks to appeal to. Gaining a deep understanding of the target audience’s needs and preferences will aid in the development of a tailored HR brand.
Brand’s mission and values development
The third step involves the development of values and a mission statement that will serve as the foundation of the HR brand. The values should embody the company’s principles and beliefs, while the mission statement should articulate its purpose and the impact it aims to make on society or the labor market.
Creating a unique image
The fourth step entails creating a distinctive employer image that sets the company apart from competitors and appeals to the target audience. This involves crafting a logo, design, visual elements, and other components that contribute to establishing a recognizable and appealing company image.
Communication and engagement
The fifth stage involves actively communicating and engaging with employees and potential candidates through the company’s HR-brand. This includes utilizing diverse communication channels such as the company website, social media platforms, internal communication tools, and events to disseminate information about the company, its values, culture, and the advantages of working there. It is crucial to create compelling and informative content that captures and maintains the attention of the target audience.
Strengthening the internal corporate culture
The sixth stage involves reinforcing the internal culture of the company to align it with the HR-brand. This includes ensuring that the company’s actions and decisions are in line with its values and mission, providing employee training and development opportunities, fostering a positive work environment, and implementing effective reward and recognition systems.
Collectively, these steps contribute to the building and enhancement of a company’s HR-brand, enabling it to attract and retain skilled employees while fostering an appealing and supportive environment for business growth.
Conclusion
Building a strong HR-brand is crucial for organizations seeking to attract and retain top talent in today’s competitive job market. By understanding the concept of HR-branding and recognizing its significance, companies can strategically develop their internal corporate culture, values, and mission to create an appealing employer image.
The process of building an HR-brand involves several key steps, including analyzing the current state of the company, identifying the target audience, developing values and a mission statement. Moreover, it includes creating a unique employer image, actively communicating and engaging with employees and potential candidates, and strengthening the internal culture. By successfully implementing these steps, companies can establish a compelling HR-brand that resonates with their desired talent pool.
