Contents
- What is HR brand
- Why form an HR brand
- When is an HR brand needed
- Types of HR branding
- How to create an HR brand
- How to promote an HR brand
What is HR brand
The HR brand, or employer brand, is the perception of a company in the labor market. It is formed from the opinions and views of both current and potential employees, as well as partners and the general public. It is important to understand that a business operates in two main markets: consumer and labor. Job vacancies require the same level of advertising support and promotion as products or services. Creating a strong HR brand helps companies stand out from competitors and attract the most talented candidates.
The impression of an employer is formed from many components: corporate identity, reviews, interaction between recruiters and candidates, corporate culture, and the company's product itself. For example, the "Russian Railways" website presents social programs for employees and their families, including clinics, children's camps, and educational initiatives. This helps "Russian Railways" position itself as an employer that cares about its workers.
Why form an HR brand
In the context of fierce competition in the labor market, the key task of HR is to provide the company with qualified and responsible employees. A high salary is an important, but not the only factor in choosing an employer. Candidates, when choosing between two vacancies with the same salary, pay attention to other conditions: the comfort of the workplace, responsibilities, bonuses. According to a study by the recruitment agency "ANCOR," among the most important factors, a pleasant working atmosphere and interest in the work are mentioned.
A strong HR brand helps solve many tasks, such as:
- Increasing the number of responses to job vacancies, which gives the company a larger selection of candidates;
- Attracting the best specialists with the necessary qualifications and experience;
- Quickly filling vacancies, which is especially relevant in areas with mass hiring;
- Retaining employees and reducing turnover;
- Motivating employees and improving the quality of products and services.
When is an HR brand needed
The HR brand becomes especially important in the following cases:
- High competition for employees in a particular industry, for example, in HoReCa or logistics, where turnover is high;
- Labor shortages in the market, when the number of vacancies exceeds the number of resumes;
- The need for highly qualified personnel, especially in IT companies, where the quality of the team’s work is critical to success.
Types of HR branding
There are two main types of HR branding:
- Internal HR branding — aimed at current employees and helps form a positive image of the employer within the company;
- External HR branding — targeted at job seekers and the public, creating an attractive image in the labor market.
How to create an HR brand
Creating an HR brand involves several key stages:
- Conducting an HR brand audit to assess the current perception of the company.
- Studying the labor market and competitors to understand trends and optimal salaries.
- Analyzing the target audience to determine the values and needs of potential employees.
- Developing the brand platform, including its values and positioning.
- Creating the visual and textual components that will be associated with the main brand, but will be unique.
- Developing a promotion strategy, selecting communication channels, and defining key offerings.
How to promote an HR brand
To effectively promote an HR brand, the following tools can be used:
- Communicating the company's values through social media and corporate media;
- Managing reviews and reputation on online platforms;
- Demonstrating employee expertise at professional events;
- Developing internal loyalty programs to increase motivation and team cohesion.