Recently at a dinner with a group of senior HR leaders, I was surprised at the conversation which completely revolved around value of employer branding. The zeal and fervour with which everyone was discussing the ascendance and power of the concept was akin to what in the recent past has been accorded to likes of big data and culture.
Now we all know what Employer Branding is all about, Google is full of articles, blogs and views and opinions ranging from thought leaders to research agencies to publishing houses all extoling the value and virtue of it. After all employer branding is not a spectator sports but a contact sport! What begs the question then is 1) Is it already a mega trend? 2) Has work begun on it in holistic manner? 3) Have companies redesigned their organizations to factor this as a full time role? 4) Is it getting talked about in the board room? Let me share my point of views
- Is it a mega trend? Not so far, but soon will be. The onus lies on us as HR professionals and leaders to understand its subtleties and nuances, be able to nurture employee value proposition so employee ambassadorship is unleashed, which together with organizations marketing efforts will become a force multiplier to propel employer branding. If all of us at SHRM, People Matters, NHRDN, BIY, GPTW and talent influencers can put this discussion front and centre, it will gain momentum. Tipping point will come! Look at the LinkedIn post that Susan Peter – SVP HR at GE posted on LinkedIn when they announced John Flannery as the new CEO. She has written about the 6yr journey GE took to identify, train and announce their new CEO. Unprecedented degree of sharing, one would say, but huge in its impact wrt creating powerful employer brand.
- Has work begun on it in a holistic manner? No it hasn’t. But that’s ok. As it always happens, there are initiators who have taken this raging bull by the horn and have started to make inroads. They are making this their priority and focus and are starting to invest both resources and time on it. Eg Mark Zuckerberg, arguably one of the most employer friendly technology company is regularly on Facebook Live sharing stories of his dreams, failure and turnaround as he built Facebook. Why is he doing it? Well it does give tremendous impetus to the FB brand which no amount of marketing spends can! Added bonus – it’s free for him! Makes business sense – right?
- Have companies redesigned their organization to factor this in as a full time role? Progressive companies which are catching the tide as it rises on concepts such as Future of Work, Modern Workplaces have certainly begun to do it (Remember my conversation on the dinner table). Like it happened with Diversity and Inclusion, Internal Communication, Employee Engagement, Employer branding is also so far an additional assignment for someone in talent acquisition or marketing but I see the landscape rapidly shifting to having this as a full time role reporting to CHRO/CXO. If I were to extend the definition of an organization to our country India, Prime Minister Narendra Modi is already branding it all around the world. His Make in India initiative is meant to make everyone come, stay and flourish in India, his organization!
- Is it getting talked about in the board room – Yes absolutely it has made its way to the board room. Company reputation both from value creation and risk management is one of the top things boards are beginning to focus on, especially in this era of IOT and social media. The astute board members and the CEO/CXO team is fully conscious of its materiality and have a technology leader on their board who’s the soul keeper of leveraging social/technology both for creating business value as well as to fuel employee ambassadorship. Anand Mahindra – The chairman and MD of Mahindra group constantly tweets and updates his followers on happening within his company. His twitter followers are 4.8mm nearly twice the circulation of major national dailies in India. No wonder then, his speed and reach of communication about the Mahindra brand is phenomenal!
So does employer branding really matter, does it make business sense, do stakeholders value it, is there concept of materiality to it, these and many other questions will get asked, are getting asked. There will be soothsayers, naysayers and opinion makers. Either way, the brand is getting built. The difference is will it be by design or default. The music will ebb and flow for a while before it reaches a crescendo, but then, that’s how symphonies are written!
1st published in People Matters magazine – July Issue as Cover Story https://www.peoplematters.in/author/harlina-sodhi