Employer brand key to woo top
talent, boosts CV value
Helps Cos Create Opportunities For Staff To Learn & Grow
A
simple measure of your company's standing in the talent marketplace would be
to assess how often your people are called for other opportunities.The fact
that your employees are sought after should make you happy , and happier when
they don't take the bait. This implies that the market and competition are
putting a value to your employees and, as an employer, you are creating `CV
Value' for them.
The other key measure would be how
professionals view your company and how many of them aspire to make a career
in your company . A number of factors contribute to building your employer
brand.
First and foremost, it is important
that your organisation has a growing business and is constantly reinventing,
thereby providing newer opportunities to people who are committed to a
long-term career with your organisation. People tend to become stale in a
role or a business and the key is to keep them renewed and fresh for newer
challenges.
If the business is stagnating or the
industry in which you operate has low growth prospects, then the quality of
people working in your business will taper off over time.Your employer brand
is ultimately a function of the op portunities you can create for your people
to learn and grow their careers.
Employer brands are not built
overnight. It takes time to carefully construct a brand and is driven from
the top. It is critical to define your value proposition as an employer and
why good people should consider joining your organisation.
Some
of the key ingredients are listed below:
Hiring right at the
top:
First, it is about attracting the
right leaders to your company . Quality attracts quality and this starts at
the top. An uncompromising attitude when it comes to hiring the right leaders
is critical to building the right team under him or her.
Creating the right
environment:
The best of people will fail in a
non-conducive or toxic work environment. It is important to build an
apolitical work environment driven by meritocracy , trust and empowerment.
Ethics & good
governance:
The company must be known for its
ethical business practices and, if at all, be in the news for the right
reasons. Employees take pride in their association with good brands.
People practices:
The company has to be seen as being
fair to its employees and the one which provides an environment that supports
the career aspirations of its people over the long term. It does not mean
that you run a `soft' organisation which does not demand performance. On the
contrary, the company creates a conducive environment for top performers.
Future prospects:
No matter what, people will change
jobs. When they do leave your company and find great jobs outside, it further
boosts your employer brand. Do your employees enjoy a good premium in the
talent marketplace?
Tough hiring
standards:
Set up exacting standards when you
hire. The easier it is for people to get in, the easier it is for them to
leave. It is important to set high standards and benchmarks while recruiting.
Interview
experience:
During recruitment, it is important
to treat candidates well and give them respect. It is fine to not recruit
them as they don't meet your expectations, but ensure that they are turned
off respectfully and in a timely manner. Communicate and close the loop.
Compensation:
Most people do not leave for just
better compensation. However, it is essential that your compensation is in
sync with the general market. Compensation as the sole lever for retention
has hardly worked, but it is essential to create stickiness and exit barriers
through smartly created deferred pay structures and long-term wealth-creation
plans for performers.
Entry:
When people join the organisation,
make them feel welcome and wanted. Set them up for success and give them the
space and time to express themselves. Often, many organisations have an old
boys club which expects the new hire to align with them or more often
alienates new hires.
Exit:
When people do exit the organisation,
treat them well and give them a good farewell.The employee alumni network is
quite powerful when it comes to attracting talent. Let people leave your
organisation with fond memories and make them your brand ambassadors.
Live up to your
promises:
The last but not the least, live up
to your promises as an employer. If you can't deliver, do not commit.
|
By
K Sudarshan,
|
Regional Managing Partner, EMA Partners International (Asia). Sep 27 2017 : The Times of India (Mumbai) |
Saturday, October 7, 2017
COMPANY SPECIAL...... Employer brand key to woo top talent, boosts CV value
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