Employer Branding and HR as a business Marketing strategy

Darryl Bachmeier
Apr 15, 2019

Are you happy in your work, are you committed to your company, do you go to sleep thinking that you have contributed your bit to the organization to which you belong? The Employer Branding is a strategy that arises from the incorporation of Marketing to Human Resources, whose goal is to create an image of successful organization to attract new talent.

Companies build their brand image through Online Marketing, positioning through Systems 2.0 but usually forget something very important, work their Employer Branding: employees are those who sell the brand in their relationship with customers, and for we can make a Social Media Employer Branding strategy where the employees themselves are ambassadors of the brand on social networks.

The marketing of a company will never work if its employees are not involved in the company, are fully committed and feel part of it.

The majority of successful companies that have known how to work their Employer Branding have managed to be competitive motivating their employees, making them feel comfortable in their daily activity, valuing their work and making them consider part of the gear to achieve the objectives of the organization.

According to a survey, to make someone work better, in first place out of 10, is the Relational Environment (8.6), follows the Personal-Professional Balance (8.4), the relationship with the boss (8 , 1), Training and Development (7,7), the Brand of the company and reputation (7,5) and lastly the Social benefits .

The Relational Environment

This aspect refers to the personal relationship with your co-workers, both with your team members and with people from other departments. A good part of our time is spent at work, so it is good to foster a good bond with other people who are in the work area. Fellowship is a plus to strengthen the office environment, make the routine less burdensome and increase productivity.

The Personal-professional Balance

Although it is the most valued in the second position, is a fundamental aspect and that is changing the concept of work over the decades. The new generations try to get a job where they feel happy in an organization, that the company culture matches their personal values; they want to be part of the project. Perhaps, in my opinion, it is one of the most difficult aspects to achieve, since new employees, apart from having a job, seek to have a purpose. Getting to work in an organization in which personal values are shared, and that is also the means to achieve a purpose is not easy.

The Relationship with the Boss

Managers and middle managers have a direct influence on the work environment. The head of a team must ensure and generate a good atmosphere, being responsible for transmitting the values and culture of the company. In addition, it must promote good relations among the members of your team, fostering cooperation, teamwork, communication and respect.

The Training and Development

It is clear that the training provided by a company increases employee satisfaction and productivity. Most employees feel the need to continue learning in their workplace, to develop new functions or to improve their activities. Growing in knowledge has a dual function, increasing satisfaction and appreciation for the company, since it is also a sign that the company invests in the employee because he is evaluating it as an employee, and in turn this new knowledge achieves that the employee performs better his work and increases his productivity, something that reverts in the own company.

Brand of the company and reputation

Employees value in fifth position the perception that other people or ourselves have about a corporate brand. We like to be in an organization whose opinion or social construction is of a company with high credibility, reliability, morality and coherence. A good reputation of the company to which we belong revalues and “hooks” its employees makes them more secure and committed.

Social benefits

They are defined as benefits, not in cash, not remunerative, or cumulative or replaceable for money that the employer offers to the worker directly, or through a third party, in order to improve the quality of life of the employee or person office.

Some of the social benefits that the company has to offer its employees are accident and life insurance, contributions to pension plans and meal vouchers or daycare tickets. The latter is the most valued by employees with children between 0 and 3 years. The social benefits to be exempt from IRPF represent tax advantages for both the employee and the company with maximum guarantees.

If you are an employee and in these aspects that you have read, you would score high in most of them or in all of them, you are in the right company, do not move, it is not so easy to find it.

If you are part of the management team of the company, do not forget it either, keep it in mind and start by defining Employer Branding strategies that increase the employees’ engagement and make them feel comfortable, increase productivity and achieve the objectives.

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