In today’s competitive job market, companies need to stand out in order to attract top talent, and this is where employer branding comes in handy. , While TalentNow reports that 84 percent of job seekers consider a company’s reputation as an employer important when deciding where to apply for a job. Workable’s survey showed that 9 out of 10 candidates are more likely to apply for a job when the employer brand is actively maintained.
Even with a pay increase, 50 percent of candidates say they would refuse to work for a company with a negative reputation. That’s why every organization needs employer branding. The art and science behind sharing, building and maintaining a company’s reputation as an employer, including its values, culture and benefits.
During uncertain times like today, businesses are facing a number of challenges that can affect their reputation and overall success. It is essential to establish a strong brand that can meet these challenges and demonstrate resilience in the face of adversity. Employer branding plays a vital role in this process of building a solid foundation for the company. By prioritizing your employer brand, you can attract top talent, retain current employees, and establish a positive reputation in your industry.
There are several job roles in employer branding, each with their own responsibilities. Here are some of the most relevant job roles in this industry in recent times:
Employer Branding Manager: An employer branding managerial role is currently the broadest. The role is highly versatile, collaborating with leadership to deliver quality projects through a variety of channels. Responsibilities include researching and monitoring the company’s employer reputation, building and maintaining the employer brand through social media and in-person interactions.
Talent Management Specialist: Employee engagement specialists are responsible for creating a positive work environment, promoting employee wellness, and developing programs that enhance the overall employee experience. They also serve to improve communication and collaboration between employees and the company.
Marketing and Communications Specialist: Marketing and communications specialists develop and execute marketing campaigns that promote the employer brand to potential candidates and current employees. They also create content for the company’s website, social media channels, and other marketing materials.
Organization Effectiveness and Welfare Manager: The role extends beyond traditional HR functions to prioritize the overall wellness of the team through creating a supportive work environment, promoting healthy habits, and providing mental and emotional wellness resources. Such measures foster higher engagement, productivity and overall satisfaction, ultimately shaping an organization’s culture and success.
eligibility criteria
The eligibility criteria for pursuing a career in Employer Branding may vary depending on the job role and organizational ethics. While post-graduation in management is preferred, relevant work experience in branding, marketing or communications is often required. Beyond formal education and work experience, new-age employers value expertise in human resource processes, marketing, management, and communications.
Employer branding professionals need a unique blend of strong communication and interpersonal skills to effectively engage with internal and external stakeholders, as well as creativity, data on employee needs and expectations to develop innovative campaigns and strategies. Analytical skills to gather and interpret and excellent project management. Ability to oversee multiple projects simultaneously. A research-based mindset is always an asset for organizations looking for such talent.
Not just this, must have the passion and drive to lead effective initiatives that address critical issues such as D&I (Diversity and Inclusion) and CSR. Additionally, a good understanding of the digital landscape including social media, performance marketing and Google Analytics is critical to effectively engaging audiences, creating campaigns and measuring an organization’s success.
salary expectations
Salary expectations for employer branding professionals vary based on factors such as job role, experience and location. For example, the salary package for a candidate with one year of work experience starts from around 7-8 LPA. The average salary of an Employer Branding Manager in India is 25 LPA, while a Talent Management Specialist earns an average of 12 LPA. Overall, employer branding is a fast growing career option across the globe, with ample opportunities for growth and development across the globe.
– Written by Richa Telang – Founder and CEO of TrueBlue Advisory – an employer branding consulting firm
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