Branding is a composite term including communication spread across all mediums. As social media is now increasingly mainstream, authentic and attractive brand options are now more crucial. Strategic HR now targets the most important organizational resource: people.
Competitive advantage is integral to the way people drive business. Individual talent is hard to recognize, and can be difficult to leverage in an increasingly volatile business environment. How can organizations mature to transform into an employer of choice?
Although reams of newsprint are spent discussing intricacies of human resource planning, the sad reality is that most organizations neglect individual aspirations and goals. Harnessing collective power is good, but if employer branding is to be truly world-class, nurture a creative organization.
Cynics argue that reality often diverges for the norm. Organizations that initially leverage individual differences and the ability to independently ideate can become staid, conformance-driven monoliths. Social media is a powerful, cost-effective tool for promoting the employer brand. It is a multi-way communication channel that helps illustrate, communicate and solidify long-term organizational vision.
Having a positive work culture is a prerequisite for any branding initiative. Reality is often not in sync with the branding exercise, and this often is a death knell for the company’s long-term strategic vision. Disgruntled employees can often mar intrinsic value.
Online presence is integral for gauging the effectiveness of employer branding. A few years back, most websites were focused largely on business activities. Peripheral search engine optimization initiatives, and banner marketing were part of the marketing ecosystem.
The power of social media drives companies to constantly stretch the boundaries of innovation. Use a multi-pronged strategic approach to creatively enhance brand value. Some standard tips to create a consummate branding initiative are:
An updated company profile on LinkedIn is not only beneficial for the sales and business development team; it gives possible candidates an insight into the company. Other helpful information and statistics are easily available on the network. Different types of paid accounts are available on LinkedIn: Business, Business Plus or Pro account. Upgradation is a personal choice.
Another way of increasing brand equity is the use of Twitter. Connecting with current and potential employees can ideally help users access company information, corporate blogs, job search functions, and YouTube links.
A corporate blog is one of the best ways to advertise the brand. In some people’s opinion, personal affinity with the management is achieved with an effusive blog. As the freedom to think is an inherent right, the written word can definitely assist the marketing initiative.
The rise of social media has changed the way people interact with brands. A multimedia experience is more immersive and it gives a more insightful perspective on the firm. Sometimes, this can be skewed logic, as we all know that real-life situations are different. But on a positive note, videos can introduce people to the organization culture and act as a multi-dimensional introduction to the firm.
The increasing use of cellphones along with extended power and capability is now integral to the brand promotion exercise. Many individuals are now using their handhelds to surf the web. Although companies may still not have user-friendly mobile apps in place, but creating an interesting UI is essential. Most people can find information on the go.
Foursquare is a location-based social networking website for mobile devices, such as smartphones. Users check in at venues using a mobile website, text messaging or a device-specific application by selecting the application nearby. They also earn badges by checking in at locations with certain tags, for frequency, or other patterns such as check-in.
Finally, employees are the greatest brand resource. Restriction of social media can be counterproductive. Integrating elements and establishing company-wide best practices is essential. Recruitment models are now increasingly interactive, and employers are looking at online ideas that intensify engagement.