It is a misconception that organizations in the current climate might not have much time or resources to dedicate to employer branding, as they work to handle concerns over workplace safety for employees and business continuity plans for the current team and organization as a whole. However, companies should not ignore completely investing in employer branding as it is not just about recruitment and retention, it also is about the engagement of its employees to help everyone feel as safe and secure as possible, and that the company is a solid place to work no matter what the economic conditions may be.
To generate the best results, building employer branding is a process that requires dedication over time. It means that if the company pull back or shy away from this at any time, including during economic downturns, all efforts up to this point might lose stream or fall apart. A strong employer branding is an important element to any company, especially in times of struggle. Why? The strongest brand will be the most resilient and ready when the labour market starting to recover, and JobSeekers and employees are always doing their own evaluation of the values, and status of an Employer and their brand.
What is employer branding?
Employer branding is one of the most important investments a company can make in terms of customer perception and talent acquisition strategies in today’s market. It is the public image that the company builds based on workplace culture, company values, and workplace environment. To stand out in becoming a Myanmar Employer of Choice, here are three simple ways to start and continue to build an employer brand.
1). Review of Employee Feedback
The practice of surveying current employees allows the organization to gain insights of the reason why their employees stay or consider leaving; and what changes need to be considered in any aspects of regarding the workplace, culture, values and what they think about the company brand overall. Furthermore, companies are able to see their company brand through a new lens in regards to what it takes to recruit talents and engaging current employees. A solid recommendation here would be to have a yearly survey as it helps the company see the difference between current and former employees views of the company employer brand year over year.
2). Tell Stories
Current employees are a company’s most valuable asset and biggest brand ambassador. Sincere employees testimonials and promotional videos of company workplace are some telling ways to how a brand’s personality and the stories of actual people who work there. For example, updating a video or quotes to the JobNet Company Profile page is a great way for companies to generate buzz and attract candidates to want to work for them.
3). Pitch strengths in company culture and best practices
Strong employer branding reduces turnover cost and enables the recruitment of a more ideally fit candidate; therefore reducing turnover and onboarding costs, and in the long run makes the business more profitable. The Myanmar Employer Awards (powered by JobNet.com.mm) is the best tool in Myanmar for the perfect pitch in showing a company’s strongest values and business practices. MEA is a platform for an employer to be recognized in the quality of their achievements and the successes of the company’s HR programs, while also encouraging those participating companies to strive towards greatness in practising effective HR strategy and talent management – all which promote their brand positively.
To sum up, it is important to make sure this crisis does not impact a company's thinking regarding having a powerful employer brand; as it is the reputation of the organisation’s workplace, current employees, products and other stakeholders which build and everyday continue to show that brand to the marketplace.
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