{"id":11694,"date":"2022-07-14T13:17:52","date_gmt":"2022-07-14T07:47:52","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=11694"},"modified":"2022-07-14T13:17:52","modified_gmt":"2022-07-14T07:47:52","slug":"employer-branding-building-the-brand-behind-the-brands-part-1","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-the-brand-behind-the-brands-part-1\/","title":{"rendered":"Employer Branding \u2013 Building the brand behind the brands &#8211; Part I"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11694\" class=\"elementor elementor-11694\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c7e29bd elementor-widget elementor-widget-text-editor\" data-id=\"c7e29bd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>This is part 1 of a two part series. To read the second part, <a href=\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-a-compelling-employee-value-proposition-part-2\/\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-392296a elementor-widget elementor-widget-image\" data-id=\"392296a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/1.jpg\" class=\"attachment-full size-full wp-image-11902\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/1.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/1-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/1-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/1-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f9c676 elementor-widget elementor-widget-heading\" data-id=\"9f9c676\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">What is employer branding?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ef4a06 elementor-widget elementor-widget-text-editor\" data-id=\"8ef4a06\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Think back to the last time you were considering a job change.<br \/><br \/>What made you choose one company over the other?<br \/>What made you proactively apply for certain companies even when you were happy with your current job?<br \/><br \/>Besides obvious factors like higher compensation, better perks and a more challenging\/interesting role, you would have made your decision based on the company\u2019s reputation, its culture, and whether it would be a \u2018nice\u2019 place to work at.<br \/><br \/>That is employer branding, and in today\u2019s world, companies need to spend money, time and effort to nurture it carefully, almost with as much care as they would devote to nurture and build their consumer-facing brands.<br \/><br \/>Just as a consumer brand is the sum total of the experiences consumers have with it, an employer brand is the sum total of the experiences its employees- including past, present and future- have with it.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b856995 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b856995\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c015f50 elementor-widget elementor-widget-heading\" data-id=\"c015f50\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why is employer branding important?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d435313 elementor-widget elementor-widget-text-editor\" data-id=\"d435313\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Despite a relatively challenging economic environment, talented employees have a multitude of job options open to them. This creates a tough fight for employers who want to avail their services. We have all been witness to recent scenarios where companies have gone as far as offering expensive bikes to woo talent.<br \/><br \/>In such situations, an employer brand with high awareness and equity comes in handy. It offers several advantages:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70a8c35 elementor-widget elementor-widget-text-editor\" data-id=\"70a8c35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>1. A magnet to attract both active and passive talent:<\/strong> there is a large gap between real and perceived talent availability, with truly talented employees who can walk the talk being few and far between.<br \/><br \/>To complicate matters, \u2018active talent\u2019 (talent that\u2019s actively scouting for a job) forms just the tip of the iceberg. A large, and potentially more relevant talent is \u2018passive\u2019- comprising of candidates who aren\u2019t proactively look out for an opportunity.<br \/><br \/>As per various research estimates, while passive talent comprises about 75% of total talent pool, even in the active pool, the good resources get hired and go out of the job market in less than a fortnight.<br \/><br \/>Under such circumstances, companies can systematically attract great talent (both active and passive) by investing in and nurturing a great employer brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-652f79c elementor-widget elementor-widget-image\" data-id=\"652f79c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/2.jpg\" class=\"attachment-full size-full wp-image-11903\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/2.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/2-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/2-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/2-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4eecfe6 elementor-widget elementor-widget-text-editor\" data-id=\"4eecfe6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>2. Enhances recruitment efficiency:<\/strong> recruitment entails both internal costs (i.e. spends on training, on-boarding and joining incentives) as well as external costs (i.e., spends on various external recruitment agencies and recruitment drives). Put together, these add up to a significant investment on each hire.<\/p><p>Strong employer branding ensures that firms have access to a better-quality talent pool, thereby reducing the chance of hit and miss recruitment. It can also potentially reduce the external component of cost per hire.<\/p><p>That\u2019s because it triggers an organic advocacy for the firm, ensuring that any call for recruitment spreads faster and wider. Further, it can make employee referrals more effective, ensuring that this low-cost channel takes a higher share in the overall recruitment pie.<\/p><p>Finally, a good employer brand also opens the door for \u2018talent pull\u2019- where talent that admires the company would organically apply on its website and some of them might even go out of their way to attract its attention on social media accounts (like Twitter and Linkedin).<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1e4af7 elementor-widget elementor-widget-image\" data-id=\"b1e4af7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"801\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/3.jpg\" class=\"attachment-full size-full wp-image-11896\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/3.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/3-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/3-1080x721.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/3-768x513.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-257ec37 elementor-widget elementor-widget-text-editor\" data-id=\"257ec37\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>3. Increases employee retention:<\/strong> good talent is not only motivated by money, but also by higher order needs such as job satisfaction, an internal and external recognition and a sense of creating an impact.<br \/><br \/>A well cultivated employer brand provides all these and more, thus elevating its employees from committed workforce to proactive brand evangelists, setting up a virtuous cycle of retention and referrals.<br \/><br \/>In fact, a recent LinkedIn survey on impact of employer branding for small and medium businesses showed that effective employer branding can lead to up to a 28% reduction in employee turnover, a 50% increase in qualified applicants and a 50% reduction in cost-per-hire.<br \/><br \/>Clearly, when done well, employer branding can fundamentally impact talent pipeline at all stages- from sourcing and searching the right talent to recruiting and retaining them.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9484db8 elementor-widget elementor-widget-image\" data-id=\"9484db8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/4.jpg\" class=\"attachment-full size-full wp-image-11897\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/4.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/4-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/4-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/4-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c9aea0f elementor-widget elementor-widget-text-editor\" data-id=\"c9aea0f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>4. Offers a competitive advantage:<\/strong> today for any brand building approach, a sustainable moat is tough to achieve. Consumer loyalty is low, innovations are copied fast and operational excellence is becoming table-stakes.<\/p><p>In such a scenario it is imperative that a brand be on a treadmill of innovation and execution to deliver superb experience at all touchpoints consistently. A high-quality talent pipeline is key to achieve this.<\/p><p>Further, good talent is a zero-sum game. By gaining preferential access to good talent, a firm will force its competition to settle for the next lower rung, thereby gaining an edge.<\/p><p>Interestingly, strong employer branding also offers flexibility to the firm to experiment with hiring models (e.g. internships, on contractual payrolls, as consultants etc.) that best suit its business needs, without impacting the quality of accessible talent.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78328af elementor-widget elementor-widget-image\" data-id=\"78328af\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/5.jpg\" class=\"attachment-full size-full wp-image-11898\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/5.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/5-300x200.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/5-1080x720.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/5-768x512.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4dc554 elementor-widget elementor-widget-text-editor\" data-id=\"e4dc554\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>5. Boosts the consumer-facing brand:<\/strong> consumers today judge a brand by its actions at every touchpoint- and these go beyond product and communication to cover the brand backend including its culture.<br \/><br \/>Brands that are recognized as a great place to work, are known to attract the best of talent and treat their employees with empathy and fairness get a favourable edge among consumers too.<br \/><br \/>On the contrary, brands with a poor employee feedback and those with a poor reputation in the talent market can also cast their consumer-brand in a poor light.<br \/><br \/>In fact, many brands are viewing this as an opportunity. They leverage their employer brand to garner positive consumer equity by giving consumers an inside peek into their culture and showcasing happy and satisfied employees vouching for their product or service.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f54c10 elementor-widget elementor-widget-image\" data-id=\"2f54c10\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"528\" height=\"753\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/6-1.png\" class=\"attachment-full size-full wp-image-11899\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/6-1.png 528w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/6-1-210x300.png 210w\" sizes=\"(max-width: 528px) 100vw, 528px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-528c1ec elementor-widget elementor-widget-text-editor\" data-id=\"528c1ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Wakefit&#8217;s afternoon naptime campaign &#8211; not only is it a great way to give a sneak peek into the culture of the company, but it is also in sync with the category.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d20a5d elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1d20a5d\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-95ee94a elementor-widget elementor-widget-heading\" data-id=\"95ee94a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Building an employer brand today requires teams to consider the changing landscape<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-429a879 elementor-widget elementor-widget-text-editor\" data-id=\"429a879\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>From the above narrative it\u2019s clear that employer branding cannot be a cosmetic exercise that is just about a logo and tagline. It is a strategic pursuit that can impact an organization\u2019s topline as well as its bottom-line.<br \/><br \/>However, as firms go about building their employer brand, they need to keep a few things in mind.<br \/><br \/>Companies today are dealing with a millennial and gen-Z workforce that comes with a slightly different outlook towards work. They see employee contracts as a 2-way street and strongly focus on the value-add the job will bring to their career beyond just monetary benefits. They seek continuous learning, a consistent growth trajectory, flexibility and a sense of impact. They thoroughly research all these aspects before committing.<br \/><br \/>And this research will be comprehensive and multi-dimensional- ranging from Glassdoor ratings and Quora reviews to connecting with current and past employees for reference checks.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a8af8c elementor-widget elementor-widget-image\" data-id=\"2a8af8c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"448\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/7.png\" class=\"attachment-full size-full wp-image-11900\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/7.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/7-300x112.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/7-1080x403.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/7-768x287.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-91af7d3 elementor-widget elementor-widget-text-editor\" data-id=\"91af7d3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In a nutshell, savvy talent today seeks a high RoE (Return on Employment).<\/p><p><strong>What factors underpin Return on Employment (RoE)?<\/strong><\/p><p>As per our framework, Return on Employment is a function of 5Cs:<\/p><p><em><strong>WinnerBrands 5C model of Return on Employment<\/strong><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7af7bc4 elementor-widget elementor-widget-image\" data-id=\"7af7bc4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/8-1.png\" class=\"attachment-full size-full wp-image-11901\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/8-1.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/8-1-300x300.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/8-1-150x150.png 150w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/8-1-768x768.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd8dd34 elementor-widget elementor-widget-text-editor\" data-id=\"cd8dd34\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><strong>Career Potential<\/strong> &#8211; Will working at the company open new and hitherto inaccessible doors to help further the employee\u2019s career? Will it help them access new technology that increases their \u2018value\u2019 in the job market? The era of joining one company and retiring from there is over. Now employees evaluate companies like VCs evaluate a startup to invest in \u2013 judging risk, upside potential (including upskilling, perks, pay, work-life balance), and exit options.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a55f89a elementor-widget elementor-widget-text-editor\" data-id=\"a55f89a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><strong>Community Reputation<\/strong> \u2013 Does this company carry a high and positive awareness in their society \/ peer-group? Will it give them instant recognition? That\u2019s the reason why even today companies like Unilever, McKinsey and Tata are viewed as coveted employers and enjoy a preferential status in placement drives across college campuses.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84fd6a4 elementor-widget elementor-widget-text-editor\" data-id=\"84fd6a4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><strong>Credible Impact<\/strong> \u2013 Will working at the company help the employee create a meaningful and positive impact on the society at large? Companies that work to have a disproportionate impact on the future, those that seek to challenge the status-quo or those that espouse a clear sense of purpose naturally attract employees even if there are tradeoffs. This is an interesting factor that we have seen becoming increasingly popular in recent times. New-age tech-based startups are using general narratives around creating a positive impact or disrupting the status-quo as a tool to attract talent.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab3330d elementor-widget elementor-widget-text-editor\" data-id=\"ab3330d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><strong>Culture-Value Match<\/strong> \u2013 Will workplace have a likeminded community with whom one can collaborate, debate, learn and also have fun? Employees today seek a culture where they can seamlessly blend-in and one that they can proudly evangelize. The quality of peer group and the organization\u2019s values therefore becomes an important consideration. Beyond perks like a fancy office, foosball tables and free food, employees also look into more subtle aspects like diversity, equality, inclusivity and work-life balance at their workplace. In addition, even the organization\u2019s outlook towards environmental awareness and social responsibility counts when it comes to building its perception amongst potential talent.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f71e0d0 elementor-widget elementor-widget-text-editor\" data-id=\"f71e0d0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><strong>Competitive compensation<\/strong> \u2013 In many ways, this is a table stakes requirement. While it is not necessary for company to offer the \u2018highest\u2019 salary or \u2018largest\u2019 bonuses, the bouquet of compensation needs to be competitive to ensure the firm comes into consideration. Startups today are effectively competing vs. established firms on this aspect by offering ESOPs or by allowing their talent more flexibility by easing norms around remote working \/ work from home.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa121e9 elementor-widget elementor-widget-text-editor\" data-id=\"fa121e9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Companies that focus on delivering a great ROE by focusing on the above 5Cs stand a chance to build a great employer brand.<br \/><br \/>This brings us to the end of the first part of this two part series. In the next part, we will take a look at the building blocks of employer branding, its nuances, and a simple framework to build a great employer brand for your company.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db4820b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"db4820b\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b04258f elementor-widget elementor-widget-text-editor\" data-id=\"b04258f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a9dfdf9 elementor-widget elementor-widget-text-editor\" data-id=\"a9dfdf9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>This is part 1 of a two part series. To read the second part, click here. What is employer branding? Think back to the last time you were considering a job change. What made you choose one company over the other?What made you proactively apply for certain companies even when you were happy with your [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":11903,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Employer Branding \u2013 Building the brand behind the brands - Part I - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Why is employer branding important, and WinnerBrands proprietary 5C model to analyse the Return on Employment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-the-brand-behind-the-brands-part-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Employer Branding \u2013 Building the brand behind the brands - Part I - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"Why is employer branding important, and WinnerBrands proprietary 5C model to analyse the Return on Employment.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-the-brand-behind-the-brands-part-1\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-14T07:47:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/07\/2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"akhil_academy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"akhil_academy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-the-brand-behind-the-brands-part-1\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/marketing-101\/employer-branding-building-the-brand-behind-the-brands-part-1\/\"},\"author\":{\"name\":\"akhil_academy\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/5bf462ddb58d703c4e88c4a12d8f3be3\"},\"headline\":\"Employer Branding \u2013 Building the brand behind the brands &#8211; 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