Abstract
Marketing Strategies and Employer Branding is an emerging discipline with its roots in classical marketing and HR principles. Its aim is to develop an image of the organization as a ―employer of choice in the minds of existing and potential employees, as well as other stakeholders including customers and recruiters. The objective is not only to offer these tangible benefits, but to also develop an emotional link with them. A strong employer brand should connect an organization‘s values, people strategy and HR policies and be linked to the company brand.
Marketing Strategies and Employer Branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain. The process facilitates the company‘s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the company‘s business plan.
Marketing Strategies and Employer Branding is the process of:
- Positioning or promoting an organization
- To a desired group of talent/professionals
- As an employer of choice
And employer brand is a company’s reputation in a job market as an employer. The need of building a strong employer brand is more than ever. As it has a direct impact on hiring, talent retention and ultimately company‘s reputation, c-suite executives need to apply strong focus and consistency to establish their employer brand. Clearly, the table above shows that the development of employee value proposition is the key to get there. The process of building a strong employer brand is concerned with
- Attracting the best industry talent
- Engaging and retaining talent
- Balancing the rewards and benefits offered to employees in return for their performance
- Identifying unique policies and programs to demonstrate a company‘s commitment to employee well being and growth
- Employer branding, in a nut shell, is constantly
- Improving the understanding of unique employer traits
- Sustaining the brand as a living identity
- Showing strong commitment towards people
- Establishing the company as an employer of choice
Marketing Strategies in Emerging Markets
A big opportunity is in store, just as emerging markets around the world prepare themselves to become as economic powerhouses. Just as Asian countries are realizing their strength, so too are its workplaces trying to rise to the new levels of engagement, trust and work-life balance. They are leaving no stone unturned, in their reach, to make employees feel at home. According to Great Place to Work‘s report on Best Workplaces Asia 2015, the great workplace era emerges in Asia. The best workplaces are getting enlightened and ready to walk the talk. The report selects 60 organizations as the 2015 Best Workplaces in Asia, basis employee trust levels, transparency, camaraderie levels and workplace culture, management‘s interest in its people, and recognition and rewards. Marketing Strategies and Employer Branding is now a global movement. Developed world has already adopted the concept and developing world is embracing it without hesitation. This has become possible with the arrival of balance-minded millennials who want their workplaces to be as comfortable as home because the boundaries between work and home are constantly diminishing.
Fundamentals of Employer Branding
In the 20th century, most organizations and people would associate the term ‗brand only with products and services. It‘s now used far more widely and for almost everything including workplace, skills and content. When the term is used as a suffix, it represents a distinct identity, thought and personality attached to it.
Similarly, when you think of employer branding, the organization for which it is being used carries a unique identity and is an employer of choice. It sets the organization apart from the rest. Here are the fundamentals of Marketing Strategies and Employer Branding that every organization can lay its focus on to achieve their goals:
- Transparency: Transparency is the pressure on organizations to disclose information related to employee happiness level, labor relations, employee engagement, community development, environment impact that it‘s providing unparalleled transparency into organizations. Moreover, advent of social media has led them to publish scenes behind the screen, offer details of events and happenings and exposing their
- Momentum: Developing a positive culture is not sufficient. It‘s important to continue to work towards it to move in an upward Employees of great workplaces take great interest in how enthusiastically it is working towards keeping them happy.
- Well Being: Identify unique opportunities to ensure overall well being of employees at work. Being at work is stressful for almost everyone. Organizations need to look into how they can place more value on both physical and mental health of
- Additional Perks and Benefits: The millennial generation is demanding an all- inclusive workplace, as they spend more and more time at office. In such a scenario, day care for their children, schools and universities, family events, paid time off can be a part of their compensation
- Rewards and Recognition: In the table above, you‘ll see that the companies recognizing the contributions of their employees and rewarding them are considered the best places to work This makes it clear that employees are propelling companies to recognize their efforts and provide them with employment growth opportunities.
- Culture of Fairness and Diversity: Most companies claim to be ‗equal opportunity employers, which indeed they are Develop a culture of fairness, justice and equality while simultaneously ensuring that your workplace is as diverse as possible.
Concept of Brand
According to the American Marketing Association, a brand is ―a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors . Brands are among a firm‘s most valuable assets and as a result brand management is a key activity in many firms.
Concept of Employer Brand:
Although firms commonly focus their branding efforts toward developing product and corporate brands, branding can also be used in the area of human resource management. The application of branding principles to human resource management has been termed employer branding.
Components of a Project Report
A project report varies according to the MBA final year project course at top colleges, depending on the consequences and the requirements of the concerned project. But broadly, a project covers the following components:
- Title page
- Table of contents
- Introduction
- Background of the project
- Project objectives
- Methodology
- Results
- Discussion and Analysis
- Conclusion
- Bibliography or references
- Appendices
Project Report Pages : 80
Can be used in : Marketing Final Year Project
Delivery Time : Within 2 hours.
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