Employer branding: why companies increasingly care about their image as employers
Can marketing help you capture talent? Should companies use these strategies to position themselves to their potential employees and thus to connect with them? The relationship between marketing and human resources is increasingly close, or at least that is what some analysts and some experts believe.
In fact, there are already those who think that the two areas should be closely related and in the hands of the CMO. Some large companies have already concentrated on the same person both functions, since the interests of both are linked more and more. As more and more important elements like brand advocacy or the fact that attracting talent becomes more complicated, the more diffuse the borders between them.
The image of the company impacts the processes to find workers
Getting to work in this field is not just as easy for all companies. The realization of this branding effort often means having to fight against different winds. For example, for large companies is the question that they are signatures with several legs and with presence in many places and in a very varied way. Finding the ordinary is complicated. For others the problem is in identity and corporate culture, because when you have different subsidiaries and different operational spaces it is very difficult to create a global brand image as an employer that is stronger than the different concrete brand images of each division .
And, of course, the image that the company has as a brand to consumers also impacts on its brand image as an employer. A "cool" brand is usually seen more favorably, although the issues that give it that image are actually in another area.
The elements to control
And as the increasing importance of doing not only branding as a company/brand but also as an employer is seen, the companies and the managers of the same begin to give more and more importance to various elements to establish those points. One of them are the reviews. If opinions and comments are very important in the field of marketing in the relationship with consumers, now also begin to be in the relationship with potential workers.
More and more CEOs of companies are beginning to read the criticisms and answer them on the different websites specialized in the subject. For companies and their managers, these opinions begin to be seen as an inevitable evil or as a very useful tool and therefore accept its existence. Some of the managers who are most active in responding also give the guideline how these views should be viewed. In the end, they should be assumed as those of consumers, as a way of learning from mistakes (and should never be answered in an angry way).
In addition, companies are beginning to measure the difference between expectations and reality. They want the messages to be consistent with what they are and how they are.
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