EMPLOYER BRANDING STRATEGIES IN STRUGGLING COMPANIES

Abstract

Employer branding is a crucial aspect of attracting and retaining top talent even in struggling companies. Here are some steps that can be taken to create a successful employer branding strategy for a struggling company: To access current employee perception; it is essential to understand how employees perceive the company, its values and culture. One can use surveys, focus groups and other methods to gather its information and gain insights into what needs to change. To define company’s unique proposition: to determine what makes the company different and what sets it apart from competitors. This could company’s culture, values, mission and benefits offered to the employees. To communicate employer brand: to share the company’s unique value proposition with both current and potential employees through various channels, includingthe company website, social media and job postings. One can also showcase employee testimonials and success stories to further reinforce the employer brand. To invest in employee experience: to ensure that employees have a positive experience while working at the company. This includes providing safe and supportive work environment, offering competitive compensation and benefits packages and investing in professional development opportunities. To monitor and measure success: to continuously monitor and evaluate the success of the employer branding strategy by tracking metrics such as employer satisfaction, retention rate and recruiting success. By using this information, one can make adjustment and improvement as needed. Organization’s employees are aware that they are an ‘asset’ in which organization will invest and not a ‘cost’ to be reduced. Management knows the talents of their employees and utilized them regularly. It can be depicted that company did what was needed to retain their valuable employees that is why the rate of turnover in their company was lower than the industry average.