At professional conferences, the topic of employer branding is one of the most popular topics of discussion.
We wrote about this in one of our articles. For the majority of the discussants, the HR brand is a communication strategy to present the company in a favorable light. Is that correct?
First, the HR brand is not just communication and a fictional message to its audience, it is the result of the real work of the company. The employer needs to understand that the days of talking and the candidate just listening and believing are over.
Today, it does not matter what the company says, but what the candidates and employees, who are to some extent its customers, say, how they think about it.
Second, we no longer create a brand based on a developed communication strategy, but from the result of communicating with employees every day. After all, they will tell their friends, their closest circle of acquaintances, or the general public on social networks about it.
Candidates today want complete transparency from the employer, and if honest information is not provided by the company, then it is provided by the employees. HR experts say this trend is only gaining momentum.
Employees are not rehashing the marketing messages of the organization they work for, they are talking about what worries them every day at work. This means that the HR brand is not a matter of communication, but the experience and impressions of specific people.
This means that you should manage not the PR strategy, but what your employees think about their work. This does not mean that it is necessary to create particularly exceptional working conditions, but it is very important to simply fulfill the promises made at the stage of attracting candidates (advertisements, interviews, etc.).
More and more companies are talking about employee impressions, this is becoming the main issue that HR needs to work on. Employee orientation is a factor affecting company productivity and efficiency. And with that, we recommend starting the digital transformation of HR functions.
This will also affect the collaboration between HR departments and marketing because the culture of consumption now affects every element of the work system, not just customers.