How Employer Brand Promotion help to HR Team for Recruitment process in Sri Lanka

What is Employer Branding?

Employer branding is a strategic process that promotes the company image as a great workplace for both internal and potential hires. This will explain the organization's unique values, culture and benefits. Effective employer branding will promote the company culture, career development and employee success stories. Successful employer branding can increase staff retention, reduce hiring and training costs, and increase the efficiency of staff recruitment.

Employer branding is essential in today’s competitive job market, as it helps companies attract top talent, increase employee retention, and improve overall engagement (Backhaus & Tikoo, 2004)

The Benefit of Effective Employer Branding for HR Department.

• Attract Talented Candidates - Open the door to access high talented resource pool. Which reduces the time and cost of the recruitment.

• Reduce Recruitment Costs - Strong employer branding attracts candidates proactively which helps to reduce the hiring cost and time.

• Increase Employee Retention and Engagement - When employees understand the organization's brand's values and culture, they stay with the organization for a longer period which helps to reduce turnover. When the employees feel it is pride for them to work for the organization they will increase their engagement.

• Promotes Consistency and Alignment Across HR Functions - When having a strong and clear brand identity, new hires can have a proper understanding of the company culture and values from the start, this will create effective onboarding and training programs

• Strengthens Company Reputation - When employees have a positive image of the company brands that will lead employees to connect strongly and they are promoting the company brand themselves, which promotes the company's reputation further. That will help to company to attract customers, clients and investors. 

 

The negative impact of Effective employer branding for HR Department.

• When an employer has a successful brand campaign, it can lead to have high number of applicants. Which can increase the stress level of HR teams. In a situation, where they don’t have enough time or resources to go through applications and proceed will lead to burnout and may reduce the quality of hires.

• Employer branding may cause a gap between expectations and reality for new workers if it makes claims about a work culture or ideals that aren't completely realized inside the company. A high turnover rate, discontent, and harm to the HR department's reputation might result from this mismatch.

•  A strong brand requires a high level of employee experience. This creates pressure on the HR team to continuously improve employee experience from onboarding to career development. When the HR team are unable to fulfil the requirements, they will be pressurized and demotivated.

• When the company depend highly on the HR team to maintain employer branding, that can be a burden to the HR team and they might lose their focus on other critical HR functions like employee relations, compliance, and workforce development.

• Strong Employer branding requires significant investment in marketing campaigns, social media, events, and other initiatives. This can significantly utilize HR budgets and resources, which will limit what they can do for other important HR initiatives like training and development, wellness programs, or benefits.

In Conclusion

In Sri Lanka, promoting an employer brand helps HR teams attract candidates who fit well with the company culture, reducing hiring costs and turnover. Good employer branding makes recruiting and retaining talent easier. However, it's important to balance brand expectations with available HR resources to keep the team not stressed and maintain a positive brand impact.

 

References

Backhaus, K. & Tikoo, S., 2004. Conceptualizing and researching employer branding. Career Development International, 9(5), pp. 501-517.