Why A Company Should Care About Employer Branding

Companies make huge investments in their brand names when it comes to the products and services they sell. A well-branded name speaks of trust, quality, sustainability, and people often buy because of the brand.

But what about the situation when a company needs to attract more employees with proper education and a positive work attitude? A company could be attractive to a customer, but is it attractive for future employees? To become attractive as an employer and to successfully compete for the best recruits, a company should consider Employer Branding. It is not something new; however, nowadays companies are increasingly starting to realize the importance of having a great brand name among current and future employees, as well as trainees willing to start their career.

Let’s face it – in some sectors, the demand for highly qualified employees is higher than what the market can offer.

The educated and carefully made choice of an employer and workplace is extremely relevant in the field of information and communication technologies (ICT), where employees are in great demand, and the supply manages to satisfy the hunger of the market with difficulty.This puts job seekers in an advantageous position, and the companies often try to manipulate their choice. Of course, it is not about creating illusions, but rather about fair play based on already established rules. There’s an accurate term for this – “employer branding,” or “building a good employer brand” – that may not be something you talk about at any human resource conference in the country, but definitely not a terra incognita for ICT companies and other companies actively seeking ICT professionals, according to experts in the field.

What Employer Branding Actually Is

According to the definition, Employer Branding is the “combined and mixed efforts of an organization to communicate with existing and potential staff about what identifies it as a great place to work.” The phrase was relatively young in 1990 but was finally defined in December 1996 in the Journal of Brand Management by Simon Barrow, chairman of the People in Business, and Tim Amber, Senior Fellow of the London Business School. In their joint work, their first publication describing the application of techniques of brand management to the management of human resources. They define the employer brand as a “package of functional, economic and psychological benefits provided by employment and identified by designating company.”

A great brand name helps compete with other companies for the best employees

The first reason for the introduction of an employer brand is the serious struggle to find quality ICT professionals. The second one should be that technology company and others who earnestly seek ICT staff has the resources to invest in their employer brand.

The third is that a large percentage of tech employees belong to the newer generations. To these generations, it is not only important to work and receive a salary. It is much more important to enjoy what they do for a living, to be respected for their style and personality, and to be recognized for their individual contribution. Adequate management of the employer brand helps understand the potential and current employees in companies.

The process of establishing a good employer brand does not end with glossy brochures showing beautiful faces and well-arranged messages. It is an attractive image of the life in the company, and the expectations from the human resources management are high. If you look at the criteria identified by popular studies, the preferred employer will have strong human resource management.

Usually, the first contact is the job interview

Usually, the job interview leaves a really great impact on the applicant. It could be considered as “The face of a company.” Unfortunately, perhaps everyone can complain about the bad impression the arrogant behavior of the interviewer left on them.

But who is the interviewer? In the past, they were a person who put the interviewed person to a test, which the successful candidate would pass. Now, however, the reality is different, and many of the employers and the ICT specialists have come to the realization that the roles of the interviewer and the interviewed person have become very similar.

However, not every employer behaves the same way when conducting job interviews. Behavior depends mainly on the maturity of the employer as a person, as well as the competitive situation in which they are. Thus, if the employer understands that the employees are a valuable resource that must be won and developed for the long term, they will make a better impression on the candidate at the interview.

Employer branding is a complicated long-term process. Properly conducted, it will make a company the number one choice of people looking to build their career. Thus, the company will become more competitive.

How to Use Silicone Bracelets for Schools

Besides being a beautiful and loveable fashion accessory, custom silicone bracelets are widely used in schools and colleges. Let us take a look at the wonderful ways these bracelets are being used:

Back to School: School PTO or PTA organizations use wristbands as a back-to-school gift for their students. They even add the school’s web address and phone number on the bands, turning them into mini-billboards of advertising for their school.

Ruler Bracelets: Rulers can be printed onto the cool 1-inch slap band, adding accurate measurements. By using this band, your student will never come to class without a ruler again.

Bottle IDs: It often happens that different kids bring the same-looking water bottle with them, often causing confusion. Bottle ID bracelets help children identify their own bottle.

Kids’ ID Wristbands: Children just love school trips, don’t they? Though all teachers and parents are equally committed to taking good care of their children during such trips, sometimes students just wander off from the group. Wristbands come into rescue in such situations. The school’s management can design wristbands online and distribute them among their students when planning for a trip. These wristbands can be customized with any info about the child – their parents/guardian’s phone number or their school’s contact number. Other ideas include:

Designing wristbands with your school’s colors so you can easily identify the little ones among the crowd.
Choosing 1-inch wide bands or slap bands to add even more information.

Sports Teams: Students go absolutely crazy when it comes to sports. We have all noticed that! After all, didn’t your steady passion for sports develop when you were at middle school? Or even primary school? We were all die-hard fans of our school basketball team once. Some of us still are.

Fans can design their wristbands with their favorite team’s color(s) and show their powerful and unbeatable spirit. Try with awesome motivational messages such as “We can do it”, “We aim above the mark to hit the mark”, and “Go sports!”

Fundraising: Some schools make the right choice and organize fundraising wristband campaigns. Students go for it. Some even sell wristbands as an entry ticket for a school sports event and many, many more.

How to Attract Talent With an Effective Employer Brand

Today, recruiters need to really consider their company’s public image to make sure the image communicates the company culture. So, how can you develop a strong employer brand?

Why is it important?

It is highly likely a potential applicant will research your company, whether looking at the careers section of your website or tapping into the experiences of others on social networking sites. So it’s extremely important that the information you provide supports your core messages.

For example, focusing on more than just technical requirements and focusing more on the things that differentiate the position from their current one. Remember, don’t talk poorly of their current job or current company. No one likes it when someone else bad mouths a company.

How it’s done.

There are many different ways you can do this that will work for your brand. Wix, a cloud-based development provider, sets themselves apart by providing a video featuring the company directly on the jobs page of their site.

Including a video on your company and culture causes application rates increase 34 percent. Making sure your career page is mobile friendly is also critical, with up to as many as 80 percent of jobseekers conducting their job searches from mobile devices.

Instead, highlight what makes the position desirable compared to the same position at other companies. This is where employer branding really makes a difference. Keep in mind that office lifestyle is one of the top reasons candidates either take a job or decide to leave a position. Always bring it back to why it’s the best fit for the passive candidate.

A study by CAREEREALISM, shows that some 80 percent of job seekers today will research an employer online before deciding whether to apply to a position there. When candidates don’t find enough information to convince them you’re worth working for, they’ll pass.

Another great way to do this is by implementing Employee Advocates. Your career page is the most important advocate of your brand. It’s a top platform to leverage when searching for and attracting new candidates.

Top Ways to Strengthen Your Employer Brand

Social Media rules here. Get to know it.
Promote any awards or workplace accreditations
Introduce current employees
Highlight company wins
Promote culture and rewards
Tell your company story
Utilize employee advocates
Have a stellar career page
Make sure all employees know the company elevator pitch
Use photos and videos to highlight your brand farther

What Makes Adele’s Personal Brand So Powerful

Last Sunday night I was fortunate enough to attend Adele’s second sold-out concert in Brisbane. It was the city’s biggest-ever concert, with more than 60,000 adoring fans packed into Brisbane’s iconic sporting stadium, The Gabba. It’s no wonder. The British superstar has sold millions of albums, won numerous Grammy awards and has one of the most powerful voices in the music industry.

Yet on stage, Adele is so down to earth. She’s funny, genuine and authentic. She’s entertainment royalty, world class, yet people can easily relate to her.

Adele has the ideal personal brand. There are so many lessons we can learn from her for our own personally branded businesses. Adele shows us that we can stand head and shoulders above the rest and still make genuine, meaningful connections with people.

But how, exactly, does she do this?

1. She’s instantly recognisable.

Central to Adele’s personal brand are her stunning eyes and trademark bold lashes. Adele likes to wear dramatic false eyelashes and thick eyeliner. At her concert, she appeared on stage with her eyes cast downwards. When the song “Hello” began, her eyes flicked open and the crowd roared with delight. It was something they immediately recognised and could connect with.

2. She shows us she’s human.

Adele has an incredible sense of humour. Her infectious laugh and ability to poke fun at herself on stage makes her so human. Despite her light-hearted persona, it’s fair to say many of her songs have a melancholy undertone. Something she addresses on stage when engaging directly with the audience. This kind of personal interaction brings her even closer to her fans. She acknowledges her dark side, but can also lighten the mood when it’s needed. Rather than automatically moving from song to song, she asks the audience questions: “How are you? Are you having a great time? Who received tickets to tonight for their birthday?” This demonstrates that she respects and cares about her fans, reinforcing her connection with them. Her comical reaction to some uninvited guests on stage, in this case Brisbane’s renowned subtropical insect life, drew many laughs from the crowd and reinforced she’s only human.

3. She shares aspects of her life, interests and vulnerability.

What really came through in Adele’s show was the love she has for her son. She talked about how he makes her world so special. She even took the time to make the children who were at the show feel included. Adele also revealed another – perhaps surprising – passion at her concert: basketball! Her own “kiss cam” – a live video feed during basketball and sporting events, where a camera scans the crowd and selects a couple who are encouraged by the audience to kiss – was a real hit. It was yet another insight into her sense of humour and “Adele the person”.

Essentially, the key to Adele’s effective personal brand is communication. It’s not all about her “genius” – her amazing singing ability. It’s also about the way she presents herself, the way she interacts with her audience and injects herself into everything she says and does. That’s what attracts people to her. She says “I’m really happy to be me, and I’d like to think people like me more because I’m happy with myself and not because I refuse to conform to anything.”

So, I encourage you to look at the way you communicate with people. How can you put more of yourself into your communications to create an authentic, engaging and relatable personal brand?

Sharing your own “genius” or expertise is important, but to draw people in, you need to share all the different elements that make you “you”. Your blogs, videos and keynotes must give people an insight you as a person – not just you as the expert. What are your unique characteristics? What makes you different to everyone else? If you can harness and share these qualities, you will be well on the way to creating a powerful personal brand.