A good employer branding message, like a good essay, has a structure with components serving their own purposes. An employer brand works best when it is crafted with such expertise that it reaches many people, speaks to most of them, and eventually compels them to act on something contained in the message. There are five generally accepted elements that should be entailed in an employer branding message: vision, values, validity, versatility and visuals. Although there is no requirement to contain all of these elements in an employer branding message, it is good to know what to include in a standard message to promote an employer.

Vision

A vision statement of a company declares what the company aspires to achieve or become. It directs the employees to work toward something meaningful for the community or society. It gives the employees a solid purpose of working for a particular employer compared to another. It also materialises a linkage between the products and services the company provides and the long term benefits for the people they serve. A good employer brand speaks to the employees and keeps them motivated despite the challenges they face while working for the company, detailing a reason to persevere. This is because every employee is more compelled to dedicate themselves to their work when they internalise that their company it is not just a place for a job but also a cause that is worth supporting.

Visions of many enterprises and corporates in Myanmar are centred around changing the country’s economic landscape and promoting the general welfare of its citizens; Myanmar’s banks and financial companies aim toward revolutionizing the way people save and invest as they work up their household economic stability. Myanmar’s food and beverage companies share a vision of eliminating or at least mitigating the potential of food hazard due to the nation’s increasing concerns about lethal diseases and incidents resulting from unsafe nutrition sources.

Values

Company values are another important component to be taken into consideration while creating a brand, not just as an employer but also for the company in general. Values are a set of qualities or attributes that organizational members have in common. These shared values are something that the employees of a company believe in and practice accordingly. A company does not have to showcase a multitude of values, usually about three to four that everyone at the organization could act in alignment with would do just fine. Visible employer values can better lead employees to believe in who they work for and solidify their reason of sticking with a company.

The values of many companies reflect the values of the society they’re based in; For instance, Myanmar is a society that values religion, tradition, culture, collectivism and community among others and highlighting these values in an employer branding message can get people to notice the employer better and convince them to work for it.

Validity

Another component of a good employer branding message is its validity. A company can preach multiple messages about the plans and visions they have or make numerous promises about what it will achieve within the next five years. However, failure to measure up to the promises they have made could be a public downfall for any business. While crafting an employer brand, always be advised to deliver a message that’s authentic, pragmatic, and feasible. Nothing sounds more convincing than a message with a candid tone and that’s what employers should aim toward creating; both attainable and understandable.

JobNet’s Myanmar Employer Awards is a prestigious annual event that recognizes the best employers countrywide for their practices in the HR segment. Many employers who are recognized and validated through this coveted award are not only outstanding recruiters but also distinguished employers who use impactful branding tactics and unique recruitment strategies to staff their companies. Applications for the Myanmar Employer Awards 2019 are open through 30th August 2019, and don’t forget to enter your company in any of their award categories to stand a chance to win a national level HR excellence award.

Versatility

The purpose of an employer branding message is three-fold: it is to inform potential employees of available opportunities at a company, to convince them to apply, and to sustain them for the long run. Alerting potential new hires in the job market about what posts are available is not what the employer branding message is about. After all, a good employer brand does not have to reach out to thousands of people; it might just reach out to as few as a hundred but yet get most of them to apply for an open position. So the rule of thumb is if the conversion rate of job seekers turning into applicants and that of applicants turning into employees are high enough, then the employer branding message is working well. But then again, the message doesn’t just stop there; it also manages to retain the good employees long enough to sustain the HR pipeline and decrease the turnover rates, which is healthy for any company.

JobNet’s job portal is source where the most comprehensive group of top-notch employers in Myanmar are finding candidates through. The platform gives employers from anywhere in Myanmar an opportunity to brand their employment opportunities systematically and professionally. This platform also hosts a massive pool of versatile employers who post their job opportunities not just to reach out to the employee market but also to get them to apply and sustain them in the long run. If you’re one of the employers looking to improve your brand or simply seeking out potential employers, make sure to check out the said portal.

Visuals

Nothing spices up the content, structure, meaning, and tone of the message better than a good set of visuals that can back them up. Visual design, branding elements, and marketing collateral than can showcase a company message in a neat and presentable manner can catch the attention of people faster than anything else. That is why graphic designers, commercial artists, and branding strategists play a vital role in making sure that the employer message delivered is well perceived by people especially, in this case, the potential employees.