Employer Branding and Employee Retention

Employer Branding is integrated with two key areas. Branding and Human resources. Because of this combination companies most of the companies have been able to hire the right talents to their organizations.  These two entities together gives an overview of how to attract the candidates and retain most suitable employees (Backhaus & Tikoo, 2004). An employer brand should represent an organization as a potential employer

and the organization should position itself as a employer that provides a superior employment experience against

competitors to enable competitive advantage (Love & Singh, 2011)

An orgaization uses its employer branding strategy to attract new talents

to an impact on their desire to stay with the company or leave. (Socro, 2012)Therefore an organization with a strong brand

image always tends to be the desirable place of work for the potential employees. Hence, obviously the place of

work becomes the place of choice as no one would want to leave the company due to the desire established by

so called employer brand strategy.

How to improve employee retention through employer branding

Perception matters

An ambiguous brand message or image of the organization the on potential employees' mind would do more harm than you might think. Because it's about employees' perception on your brand of organization. If the employees perceive the company really different from your employer brand, it will not help your organization build the employer-employee relationship. Therefore it is better to see the company through the eyes of the employees before you step to employer branding campaign. Then you can develop how your organization want them to see by evaluating the gap and setting strategies to bridge them.

Accurate Employee Proposition (EVP)

EVP gives an idea of what makes the company good to work for. For instance, EVP may comes as innovation, career growth, leadership, exploration etc. That's basically what helps employees differentiate the company among its competitors. Therefore EVP plays a significant role in attracting talents and retention. Because if the promises involved with EVP breached, that will lead the employees to leave the company and seek for another company that might best suit him/her with that company's attributes or value propositions. 

Evaluate all the time

Time runs and everything around you changes. So will your organization. You might have set a employer branding strategy that suited at the first time. but now your organization may have grown better than previous time and your workforce and the functions have increased and widened. So you will have to re-evaluate your brand strategies to adjust to the situation. 

Eg. General Electrics was once an industrial company but now it is a digital company with so many functions added. Therefore their corporate and employer branding strategies have changed accordingly. 

Gilani, H & Cunningham, L. 2017. Employer branding and its influence on employee retention: A literature review. The Marketing Review.17(2), pp. 239-256.

Backhause, K & Tikoo, S. 2004. Conceptualizing and Researching Employer Branding. Career Development International. 9(4), pp. 501-515.

Noor, U & Ahmed, S. 2018. Role of Employer Branding Dimensions on Employee Retention: Evidence from Educational Sector. Administrative Sciences , pp. 1-14.

Randstad, 2019. How to boost employee retention through your employer brand. [ONLINE] Available at: https://www.randstad.com/workforce-insights/employer-branding/how-to-boost-employee-retention-through-your-employer-brand/. [Accessed 26April 2019].