11 December 2012
The best examples of Employer Branding

Companies are making ever-greater efforts to develop Employer Branding techniques. These are mainly applied to capture and retain talent, but can also be a great trick for improving brand image.

The politics of Human Resources, the organizational culture, the CSR, the politics of external relationships… are some of the factors to take into account in this terrain when it comes to judging a company’s success or failure. Going a step beyond the Human Resources approach, applying a good Employer Branding strategy also positively reverberates in the brand image.

If we want to look to an international benchmark in Employer Branding, Google is the indisputable leader, according to various rankings. The Internet search engine giant has carved out a great brand image. One of its distinguishing elements has been the skill to attract and maintain talent, and to be seen as a great place to work. This has had a resoundingly positive impact on its brand image.

One of the queens of economic rankings, Forbes magazine, is among the most respected sources for finding alternative proponents of Employer Branding. The annual list of the best companies to work for is led by software company SAS. It’s followed by Boston Consulting Group and Wegmans Food Markets. Here, Google occupies fourth place.

Nevertheless, nobody can refute that these companies are all leaders in their respective sectors. Another heavyweight in Employer Branding is Starbucks, famous for its expertise in Web 2.0. Its “Employee First” strategy has been praised in various forums as an active factor in enhancing the brand’s image over the past five years.

It’s important to bear in mind that in order to have a good Employer Branding strategy, companies must involve their employees. To cut a long story short, it’s about transforming them into brand ambassadors. If this is done well, it can ensure that these people will disseminate the advantages of working for the company and explain its corporate values.

Gallup has published various reports and articles about the importance of training our employees to become ambassadors. It’s quite an arduous task. A recent study by this company indicates that only 11% of employees are really involved in the entity that employs them, which means that there is plenty of ground left to cover. The same document underlines that the key to achieving engagement is fostering high quality employees.

But a brand must also know the virtues of opening its doors to the outside world in order to attract talent. In this sense, it’s handy to check out the annual Randstad Award report. According to the latest study, the most valued credential when deciding where to work is job security. Other factors also stand out, such as workplace atmosphere, future perspectives and remuneration.

Employer Branding, confronts us with a new example of how to improve the image and positioning of our brand through a commitment to the quality and dedication of our employees.

 

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