Human Resources: Shaping the Employer Brand

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Developing a compelling employer brand requires close interaction between the marketing, brand management, Human Resource (HR) and recruitment teams. HR has conventionally been regarded as functionally necessary in strategically managing people as a business resource. It now proves an even more significant organisational impact – playing a vital role in shaping the employer brand.

A brand is recognised and differentiated through a unique and strong identity expressed and delivered in internal and external capacities. This outcome is prefaced by meaningful contact with stakeholder groups and sustains positive, reliable and sound experiences across several brand touchpoints.

Now, as the lines continue to blur between marketing and recruitment, top brands are engaging in more transparent and personal sharing as insight into company culture, career progressions, and colleagues becomes vital to job-seekers. Recruiters typically gather a special perspective of the organisation they service when finding and hiring people most suited for a vacancy. They form a valuable intermediary between brand and talent attraction – they can pinpoint where brand culture might fail and know that an undefined employer brand is the root cause of HR-related issues.

Employer Branding

Employer branding is more than simply hiring new employees. It defines the way that an organisation is viewed by and comes across to existing and future employees. An attractive brand assists recruiters find suitable candidates (and at a lower cost) as 75% of candidates confirm that they view a company’s online presence before applying to an offer. An employer brand also includes an organisation’s commitment to employees in exchange for their experience, skills or contacts.

As far as talent acquisition is concerned, organisations can employ several avenues of pursuit. The labour market is increasingly competitive, and HR – one such avenue – has had to adapt to changes, especially those outside their tactical role, to maintain an organisation’s employer brand.

Employee retention is among the most prominent recruitment challenges in organisations. According to Study of Financial Innovation 2017, retaining top talent has been identified as the third highest risk in South Africa. A well-defined employer brand identity is foundational in a more effective hiring strategy and, consequently, maximising retention potential. A 2018/19 local HR Recruitment Trend Survey has since observed that 87% of organisations believe that employer branding positively impacts the ability to hire suitable talent.

To this point, there is undoubtedly a great impact of employer brand when it comes to recruitment. This extends to the notion that candidates and not recruiters drive recruitment. In driving the best results, candidates should be approached similarly to customers – making them feel comfortable, heard and appreciated. Recruitment of top talent in the respective industry is foolproof for a competitive advantage.

A positive employer brand is critical. It would be best to have talented and leadership-oriented staff to drive business success and boost recruitment efforts. An excellent way to find employees is to present your organisation as enjoyable to work in.

Professional Sourcing specialises in executive placements within the African continent. Get in touch to find out more about current C-suite vacancies.

Professional Sourcing can assist with the recruitment process during and after the pandemic. Our team has a strong reputation for recruitment expertise within our specialisation areas. Visit prosourcing.co.za for more info.

Professional Sourcing can assist with the recruitment process during and after the pandemic. Our team has a strong reputation for recruitment expertise within our specialisation areas.

Professional Sourcing can assist with the recruitment process during and after the pandemic. Our team has a strong reputation for recruitment expertise within our specialisation areas. Visit prosourcing.co.za for more info.

Professional Sourcing has a strong reputation for highly developed recruitment expertise within our specialisation areas. We develop strong long-term relationships with our loyal clients. Allow us to help you deal with your frustrations of a lengthy hiring process.

Professional Sourcing is a top-tier South African-based recruitment agency operating internationally, IPM accredited, LEVEL 2 BEE RATED and 51% Black Owned.

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