An employer brand is in simple terms the reputation of an employer in the job market. We often see “employer branding” as a means to attract great talent and it is typically based on how people feel about working or potentially working for an organization.

Particularly in the current climate which has put the safety and wellbeing of employees at the center of every company’s priorities, “employer branding” is to a great extent influenced by how employers have managed these times of crisis. It is all about how we understand the situations of employees and treat them by showing high levels of empathy. 

In this period, employers need to be aware of new opportunities for branding their organization by doing more communications with their current employees and prospective workforce in a more transparent way. 

Here are two key points for promoting and maintaining a good employer brand during challenging times: 

Communicate with care

The most important question that is frequently asked in this period is: what have you (as an employer) done to protect your employees during these challenging times? As an employer during current circumstances, you have had to furlough some of your employees, but how you provide to them and their families. How you are communicating the very sensitive subject of whether the jobs of existing people are still safe, how you can balance protecting employees’ health and safety while recognizing and rewarding the employees who have continued coming into the workplace, and what HR can do to support employees who are working from home and keep them engaged and productive. Additionally, employers need to think about safety policies when their employees return to work. 

If you have answers for these questions with plenty of positive stories to tell, that is where good communications, PR and marketing should kick into play. If you’ve been reacting well as an employer, you need to tell your story. Firstly, make sure your own people are aware of your successes, and celebrate even the small wins. It could be something as simple but effective as celebrating Thadingyut Festival virtually to be able to engage all of your employees – because it’s the little things that make a real difference to how people feel.

Keep inspiring employees

Some employers think that they should pause hiring during these challenging times because of uncertainties in the market. Actually, now is the best time to do talent acquisition along with enhanced employer branding activities. Most talents and professionals who have good jobs in the market won’t normally think to do job search because businesses are running in an optimal stage. However, they start to think about changing their next job as a backup plan when there are some uncertainties in the market. Therefore, if employers want their employer brands to be seen by professionals from different industries, they need to continue inspiring not only their current employees but also potential employees in the market by telling inspirational, transparent, and genuine stories with love and care. 

Both our existing and potential employees all know that it is not easy to try to survive during these unprecedented times. Most people are able to understand the place of employers who are trying to survive and keep their businesses afloat in this period. Therefore, it is crucial to be transparent when communicating with their present and potential employees, for example, what is the bigger picture in the market, how businesses are being operated during cost-cutting times, what is the business contingency plan for this current period and what are the potential changes in responsibilities and short term strategy. 

Let your existing employees be inspired by your engagement and then let their feelings speak out to their friends, families, and business contacts. They will be the ones who will get you through this and help build you up again when the time comes – which it will.  

On JobNet.com.mm, every company has a career page which is used as an employer branding opportunity by industry-leading companies in Myanmar like CDSG, Jotun Myanmar, Wave Money, Ooredoo, Unilever, KBZ Bank. You can extensively promote and expand your company profile with attractive visuals, videos, and employee testimonials. If you want to know more detail, please reach out to us on [email protected] or 099544591 (77-79).