Employee Branding:

New Mantra To Build Loyalty

5/07/08 ANIL KUMAR

 Employee Branding

"The image projected by employees through

their behaviors, attitudes and actions. This
image is impacted on by employees' attitude
and engagement towards the employer brand
image promoted through the culture of the
organization.”
-Minchington (2005)
 In Simple Terms

Employee Branding means what a employee

projects about himself and the organization
culture. He / She should be able to serve as a
brand ambassador for his/her Organization. A
strong sense of affiliation is seen of the
employee towards his /her organization.
 How This Can Be Achieved ??
• By selective hiring/ selective recruitment.

• Provide targeted training/ certifications for

employees.

• Effectively communicating the Organization goals

and what is expected, Role clarity.

• The compensation system should incorporate

messages that consistently and frequently reflect the
brand and organizational image.
• Advertising and public relations systems should
communicate messages that consistently and
frequently reflect the brand and organizational image.

• Accurate and specific job previews should be given to

new employees so that realistic expectations are
incorporated into their psychological contracts
 Growing Importance

“ An unsatisfied customer tells ten people

about his experience while an unsatisfied
employee tells a hundred.”
- D K Srivastava, VP HR at HCL Comnet
 Growing Importance
• Employer branding to “attract employees”

• It helps in retaining current employees, increasing

employee satisfaction, attracting job candidates, and
motivating employees in their work, which leads to
excellent business gains.

• Initiatives taken by organizations to make the

workplace more employer-friendly and implement
development
Pre-requisites for Successful Employer
Branding
• Core Brand Definition
• Senior Management Involvement
• Alignment with Corporate Strategy
• Empowerment of the Workers
• Ongoing Measurement and Recognition
 USEFUL Start-ups trying to build an
Employer Brand
• Unique benefits / policies
• Employee referral programs
• Awards programs
• Parties
• Sponsoring events
• Recruitment website
SIMPLE TIPS FOR EMPLOYER BRANDING
• Identify your strengths
• Be socially responsible
• Offering career progression through growth
• Using the web wisely
• Market yourself to the young
• Use employees to spread the word
• What gets measured gets managed
 Industry Practices

• SATYAM: “Every Satyamite is a Leader”

• CTS: “Celebration at Work”
• ACCENTURE: “Best Place for Women to Work”
• LG: “Best Employee Bonus”
• MARUTI: “Collective Vacation Scheme”
•
THANK YOU !!