Employer branding is commonly defined as the process of promoting a company as an employer of choice to two groups of people – those already within whom the company wants to retain, and those outside which it needs to recruit. The activities that take place as a result, are linked for both groups. When line managers are able to create positive experiences that their team members appreciate and treasure, the employees start believing that they are working for the right company, teams and leaders. This translates to happy employees serving happy customers.
The effect then rubs off on customers who feel that they want to be part of this amazing culture, which eventually helps with recruitment.
So where does HR sit in this whole process? Like an architect, HR is able to provide the best-in-class and most sophisticated design blueprint to the builder. But what really matters is how the builder ensures that only the highest-quality finishing and materials are used to create the eventual living experience. HR can help with employer branding by designing the right programmes and leveraging on the right channels, but true employer branding is best delivered by the company’s brand ambassadors – its line managers and employees.
At Commonwealth Capital Group, our internal referrals are testament to how powerful employer branding can be. Many teams in our different business streams (retail, production and logistics) are filled through word-of-mouth and referrals. This not only helps us to hire the right people into the company, it ensures a great fit between team leaders and new hires. After all, current employees will only refer those they know who will be able to succeed in the company. And when this happens, it’s easy to see why. With the right employer branding, retention becomes the best source of recruitment.