The Eternal Journey of Employer Branding: Why Companies Must Navigate Wisely

In the corporate landscape, the term "employer branding" is no longer just a trendy phrase; it's a strategic must. Companies dedicate substantial resources to shaping their reputation as desirable employers, with the goal of attracting and retaining the best talent. Unfortunately, numerous companies make the error of treating their employer brand as a fixed destination rather than an ongoing journey, despite their efforts to establish a strong brand. Approaching the situation with a more strategic mindset can help prevent negative consequences. It's crucial to recognise and address any mistakes early on to avoid them escalating into irreversible harm. 

“The illusion of permanence ”

One of the most common mistakes businesses make is assuming that after they've created an employer brand, their work is done. They run attractive recruitment ads, promote their workplace benefits, and boast about their business culture, assuming that these efforts will eternally cement their status as an employer of choice. However, employer branding is dynamic and extremely susceptible to change. 

Case in point: Uber. 

Consider Uber, once hailed as a prime example of innovation and disruption. However, a series of scandals, ranging from sexual harassment charges to a toxic work culture, ruined its once-shining reputation. Despite its initial success in attracting top talent with high compensation packages and promises of revolutionising transportation, Uber's failure to uphold the integrity of its employer brand resulted in a mass exodus of employees and damaged the company's reputation among potential applicants.

“Ignoring the Employee Experience”

The other significant error organisations make is focusing only on the exterior portrayal of their employer brand while ignoring the inside reality that employees face. A great employer brand must be consistent with the actual employee experience; otherwise, it may be seen as dishonest or, worse, deceitful. 

Example: OYO 

OYO, India's largest hospitality company, has received criticism in the past due to its aggressive expansion strategies and reports of strained relationships with hotel partners. These challenges also impacted its employer branding efforts, as there were concerns regarding employee job security, work-life balance, and career advancement opportunities. Recognising the significance of cultivating a favourable employer brand, OYO sought to attract and retain exceptional talent in a fiercely competitive market. With a keen eye for market trends and insights, the company completely transformed its strategy for employee engagement. Emphasising the importance of transparency, effective communication, and empowering its workforce, OYO has taken steps to foster employee growth and development by introducing various initiatives. These include training programmes, mentorship opportunities, and performance feedback mechanisms. OYO has made significant strides in enhancing its employer branding by cultivating an environment of trust, collaboration, and ongoing learning. This has solidified its reputation as a preferred employer within the hospitality industry.

“Continuous Engagement is Key”

In order to steer clear of the common mistakes associated with viewing employer branding as a fixed goal, companies need to embrace a mindset of ongoing involvement. Being attentive to employee feedback, promptly addressing concerns, and adapting to changing expectations and societal norms are essential in this role.

Example: Microsoft

Microsoft exemplifies a company that is dedicated to cultivating its employer brand as a continuous endeavour. During Satya Nadella's tenure as CEO, Microsoft experienced a significant shift in its culture, placing a strong emphasis on empathy, inclusion, and innovation. With a focus on employee well-being and a commitment to initiatives such as flexible work arrangements and diversity and inclusion programs, Microsoft has successfully transformed its internal culture and solidified its reputation as an attractive employer.

“Navigating the Ever-Evolving Landscape”

In the world of employer branding, being content with the status quo hinders forward momentum. It is crucial for companies to understand that establishing and nurturing a strong employer brand is a continuous process that demands careful attention, flexibility, and a sincere dedication to the welfare of employees. By studying the mistakes made by others and adopting a mindset of constant improvement, organisations can successfully navigate the ever-changing world of employer branding and become highly attractive to top talent.

Found this article helpful? Or, you need assistance with employer branding, employee engagement or workplace wellness programs?

Get in touch