Employer branding strategy - why is it important?
3 October 2019
There is an increasing shortage of qualified employees on the labour market - the struggle for professionals continues. In addition to high salaries and the possibility of future promotion, professionals want to work in a place with a good reputation, where the atmosphere is friendly and relaxed. For this reason, major companies try to attract new candidates by building up their brand image. What exactly is employer branding and why is it important?
Employer branding – co to takiego?
Employer branding (EB) is a well-developed strategy encompassing all activities that make a company an attractive place to work for both candidates and employees. If the planned activities are carried out well, interest in a company among top professionals increases. An interesting definition employer brandingu prepared by Professor G. Martin of Edinburgh Business School. It proclaims that "the essence of EB is to attract talent to an organisation and to ensure that both current and potential employees identify with the company and deliver the outcomes it desires". While this explanation employer brandingu seems uncomplicated, the reality is that a well thought-out strategy will be needed to achieve all the objectives set.
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Why is employer branding important? It is a win-win for the employee and the employer
Until a few years ago, taking care of the right brand image was not a necessity, so only large corporations dealt with it. Nowadays, there is no other way. Companies that want to be relevant on the market and employ talented and committed staff should prepare an action plan employer brandingu which will take into account:
- consistent internal dialogue,
- respect and the right attitude towards employees,
- an attractive remuneration system, including non-wage benefits,
- a fair process for evaluating the work performed,
- an appropriate company culture,
- an effective employee attraction and retention plan,
- an effective management style, becoming part of the business strategy.
Operating companies employer branding provide benefits not only for themselves, but also for those employed and potential job seekers. How? Their needs and expectations are listened to, moreover, fulfilled to a high degree - making them want to stay with the organisation for longer. They are then just as happy to recommend the company to their network of contacts. Let's remember that in a good workplace, all professional challenges can be realised with full commitment! And what are the benefits of employer brandingu will the employer gain? Here are some of the most important ones:
- attracting specialists and individuals ideally suited to the job,
- less staff turnover,
- significantly higher employee productivity,
- a committed and motivated team,
- rapid and effective recruitment,
- competitive advantage,
- more satisfied customers.
What counts when choosing a job?
For most people, the most important aspects of employment are attractive wages and the non-wage benefits offered. Faced with a large choice between various job offers, an employee is increasingly looking for something more. After all, we spend most of our day at a company, so we want to feel good about ourselves - regardless of our position. Development opportunities are also important, as is a work-life balance. When responding to employees' needs, it is important to take all of the above into account. To do this employer branding will work out just fine. What kind of employer you are influences not only the business you run, but, above all, the commitment of your current team, as well as recruitment effects. Selecting the right staff contributes to the success of the company and its perception in the eyes of customers.
Working at InPost Kraków/Warsaw - with us you can build the career of your dreams!
What makes a company an ideal place to work? For InPost, the matter is obvious! We do our best to make every member of our team feel comfortable with us, because we know that a friendly and relaxed atmosphere is the basis of a well-functioning organisation. Only then can there be real success, to which all employees contribute. We also know how important job stability is. The high risk of losing one's job from one day to the next makes us live under a lot of stress and we will not be able to plan our personal development. At InPost, we focus on long-term cooperation based on an employment contract.
Work at InPost Warsaw/Krakow - join our team!
Does your environment matter to you? Do you strive for self-development and care about new challenges? Are you optimistic about the future? Are you looking for work w Warsaw , Krakow or another Polish city? Would you like to become an employee of the largest independent logistics operator in the country? Then you are the perfect fit for our team!
