How can you discover your Employee Value Proposition?

Anyone who believes that the market’s top talent is only after huge pay packages has sort of been under a rock all this while. While money matters, it is not the only factor that candidates consider when choosing an employer. A company’s work culture, their work-life balance, intellectual stimulation, and career progression opportunities play an equally important role, if not more. All these non-financial components together make up your company’s employee value proposition (EVP) and they have a significant impact on how you attract the best candidates. 

Not only will strong EVP help businesses hire a competent workforce, it can actually craft your winning edge. But most importantly, a well defined EVP bolsters your employer brand and makes your company a desirable place to work. According to a survey conducted by Glassdoor, 69% respondents said they will never join an organization that doesn’t have a good reputation. Needless to say, EVP plays a monumental role in defining your recruitment strategy. 

But what can you do to highlight your employee value proposition and come out shining?

Define your Employee Value Proposition

This may seem obvious, but it is strange how very few companies consider it. Before you discover the EVP, you need to define what it is. Ask yourself what your company stands for? What is the work culture like? Do you prioritize work-like balance? Is the work stimulating? Will your team members work independently or collaboratively? Once you have answered these questions, you can ask your employees why they like to work for the company to see if you are on the same page in terms of “delivery on promise”. Remember, the idea is to create an authentic image and deliver as promised if you want to acquire and retain the best from the marketplace. 

Rolls-Royce is one of the most famous brands out there that has more than 50,000 people in its employ globally. So how did Rolls-Royce prepare their EVP? Daniel Perkins, Global Employer Brand Manager, explains that they began interviewing their employees to understand what they feel about the company and wanted to understand why people wanted to work for them. Most importantly, Rolls-Royce wanted to know if the employee experience matched the expectations they set through their marketing efforts. The results were not only positive but also revealed how proud the employees were to work for the group. The company’s value, “trusted to deliver excellence” fit organically around what inspired their work force. 

Define your target audience

The next important step in discovering your employee value proposition is to define the ideal candidate persona that you are not only trying to attract and hire but also to retain. This persona is a combination of skills, traits, and traits that make them a perfect candidate. When defining an ideal candidate persona, it is not enough to consider if they will be a good fit for the role. You must also ensure that they are suitable for the company’s ethos too. 

L’Oréal is a great example of this. They use the front page of their career website to define the characteristics they seek in their ideal candidates. They also provide curated content related to its functional areas with employee profiles and inside stories to educate potential applicants about the kind of people that work for the organization, the nature of their work and what do they mean when they say the “right fit.”

Deliver what is promised

A good employee value proposition is not just about hiring; it is also about retaining the people you hired. Most employees agree that in the long-term, employer brand success really depends on the employment experience. However, companies also agreed they mostly work on hiring practices only rather than focusing on people management and employee life-cycle. They don’t pay much attention to performance metrics either like career progression and management reviews. This mismatch in EVP goal setting and what is actually delivered can ruin employee advocacy that can be counterproductive to your recruitment efforts. Organizations must not only focus on developing solid EVPs but also consistently deliver positive employment experience.  

Google, for instance, uses scientific approach to manage every aspect of their employee management including their experience. This helps them ensure that their people are enjoying their work and performing to the best of their ability. Some fine examples of this experiential design can be seen in projects like “20% time” that gave software engineers stimulating projects of their choosing that the company realized encouraged great innovation. 

If you want your business to attract superstar talent, then you need to be a good employer and be one consistently. You need to choose the areas where you can be great and this is where the secret to successful employee value proposition lies. You should be able to answer confidently what sets you apart from the competitors and what makes your company culture better than the others. 

Who are India’s most attractive employers in 2019?

As the workforce in India becomes a fine mix of millennials and baby boomers, companies in 2019 have to device interactive and attractive ways to keep multigenerational employees happy. In a recent survey conducted by LinkedIn, the companies that provide casual work culture, fair wages, and job security are the ones that are preferred by applicants. 

A smart employer brand strategy has always been at the heart of attracting valuable and talented workforce. These companies leverage their Employee Value Propositions (EVP) to reward experienced employees and offer a consistent platform for improved employer brand communication. 

2019 has been a year of paradigm shifts with some new companies making the list and topping it! IT giants like Tata Consultancy Services and IBM are an indication of how companies are changing their job and recruitment landscape to complement the current business environment. 

The survey also revealed that candidates look for salary and employee benefits, work-life balance, job security, strong management, and career progression, as the most important factors when choosing an employer. These are the primary factors that were taken into consideration when deciding the best employers. 

That being said, let us look at the top three employers in India to work for in 2019. 

Flipkart (Walmart)

This homegrown e-commerce website was founded in 2006 by Sachin Bansal and Binny Bansal who learnt their tricks of the trade from their former employer, Amazon. In the last ten years, the company has gained traction as not only the largest online retailer for its consumers but also one of the leading employers in India. The company’s continued growth can be attributed to its employees who brought Flipkart from its second position last year to the top spot. So what does Flipkart do for its employees that sets them apart?

The leading e-commerce service provider worked intensively to develop benefits program and ensured that these benefits were meaningful for their workers. Unique features of their employee benefit program includes flexible leave and work-hour policy, legal support and financial assistance for adoption services, tenured and full time employees can take up to six months of sabbatical, maternity benefits and lots more. It is the unique work-life balance maintained by the company for its people that kept them content at work and outside of it! 

Amazon India

This US-based e-commerce leader continues to hold a strong foothold in the Indian market despite complex FDI policies. The company has worked aggressively to promote its private label and flushed money in its retail divisions to setup 100 kiosks in Indian malls. Even though the company is growing at a manic pace, Amazon has managed to take its employees with it to become the second best employer in India, according to a LinkedIn survey.  

With the objective of making Amazon India the most desirable company in India, the company leveraged employee ambassadors to ensure that right perception reaches its stakeholders. Amazon even went so far as to customize its Employee Value Proposition to suit the Indian market while maintaining their brand consistency. 

Amazon India offers not just handsome salary packages to its employees but also employee benefits like its stocks and equity shares, paternity and maternity leaves, health insurance, paid vacations etc. that makes it one of the most sought after companies to work for. 

OYO

OYO has been rising progressively since the start of 2019. This hospitality major is not only expanding in India but also outside of it. From partnering with Airbnb to launching coworking spaces, OYO is investing audaciously in its expansion strategies. It was only a matter of time when OYO became the leading hospitality chain in India. Its rapid growth has not only been noticed by its investors but also its employees who vouch for its corporate culture and quality of work environment. 

OYO is known for its top-down culture that has worked well for the company so far. The employees enjoy the stimulating challenges that helps them grow personally as well as professionally. They participate in different projects and get full support from senior management to learn and perform in new roles. While most startups struggle to retain top talent, OYO has managed to secure the third spot in LinkedIn’s best employer list. The sense of ownership amongst its employees makes the company’s success everyone’s success story. Other than offering huge salary packages and stock options, OYO gave its talented workforce a conducive work environment that is geared for growth. Work-life balance is consistently maintained throughout the organization to prevent burnout situation. 

India’s multigenerational workforce can be treated as a challenge or considered as an opportunity that can bring the best of both worlds – balanced experience of its tenured employees and youthful brightness of its millennials. Using the winning combination of work-life balance and job security, these companies have not only attracted new talent from the market but also retained their existing one to create a thriving ecosystem that is growing exponentially. 

How to use Employer Branding to Build a Stronger Workforce?

As employers struggle to find the right talent, employer branding helps companies position themselves as a desirable employer that attracts the right set of candidates. With articulate statement of purpose and goals, the company sets precedent for its existing employees and potential ones to create an image of a worthy employer. But how exactly does that help? How have companies used it to build a reliable workforce?

According to a report by Glassdoor, 84% jobseekers consider an employer’s reputation when choosing to apply for a job. Given the statistics, it is evident that the importance of establishing a positive image is indisputable. However, despite its growing importance, recruiters often falsely believe that employee branding is nothing but an HR fad that is a waste of resources leading to superficial results. But even though this unique strategy requires intense amount of time and effort, its significant returns make it an essential investment. 

That said, employer branding has long since evolved from being a marketing gimmick to a necessary organisational strategy. As a result, companies all over the world are developing their brand image in order to stay ahead of their competitors and acquire the best talent. Today, many business leaders agree that employer brand image plays a key role in their recruitment as well as their business success. 

For employers who aren’t exactly sure how to use that in their favour, read on to learn how leading brand names have used their employer brand to successfully hire the best from the lot and how you can do it too. 

Google

Google’s selection process is rigorous and the company is known to use a brain-teasing interview approach to identify cognitive skills. They leave no stone unturned in finding highly qualified candidates that can fit into their system organically and work as per their organizational ethos. So how do they attract their potential employees?

Google’s employer branding technique involves reaching out to the right candidates to show that they are willing to go the extra mile to find the right people who can thrive within the company’s environment, both at personal and professional level. Their career website explains what they expect from their employees and what is it like to be within the company fold. 

The tech giant receives as many as 3 million resumes each year for 7000 job openings! With only a 0.2% chance of being hired, Google sets the right precedent for its potential candidates as well as competitors to strengthen their hiring game. But despite so many applications, Google vets each of them individually and makes sure no great candidate slips through unnoticed. What’s more? They use the referral system to find good applicants from their employees’ network. What better way to promote yourself than good old word-of-mouth?

Starbucks

Want to learn how to build an influential employer brand from your social media channels? Learn from Starbucks! Starbucks’ Twitter and Instagram handles, @StarbucksJobs, are used exclusively to interact with potential candidates and to promote themselves as an employer brand. #SbuxJobChats, exclusive Twitter hashtag for employees to express their gratitude and a YouTube channel with millions of views also helps in creating an impactful employer brand. 

Starbucks has always stayed committed to being a desirable employer and has never failed to provide consistent support to its employees. They know exactly what their brand stands for and what it represents. They use this opportunity to build a strong employer brand reputation to increase the satisfaction and confidence of all their stakeholders. 

What makes Starbucks ad their employer brand strategy unique is their comprehensive focus on everyone, from their frontend employees to their corporate staff. The company continues to increase work benefits and perks to keep all its employees happy and content. A relaxed dress code, parental leave package, free education, etc. makes its employees advocate the brand strongly across their social media pages. 

Salesforce 

Named one of the best employers in the world by Fortune, Salesforce calls its employees and its team members as ‘Ohana,’ which means family in Hawaiian language. The word is followed by the phrase, ‘Family means no one gets left behind… or forgotten!’

From enviable employer reviews at Glassdoor to a healthy work culture, Salesforce has nailed every aspect of providing their employees with just the right environment to encourage their growth and by extension, their own. 

They have a very single-minded strategy to attract new talent to their company pool. They have put together effective videos about employee experience and built an attractive career site to inspire people to work for them. Salesforce also pays close attention to all the decision points that candidates have when they are deciding who to work for. As a result, their employer branding strategy became employee driven that has managed to attract the best of the best. 

These employer brands have one thing in common – they have a great reputation that all the stakeholders want to connect with. Employer branding has come a long way from being going the extra mile in hiring process to being a key strategy for acquiring the right talent. Take notes from these companies to create a successful employer brand that is so much more than recruitment. 

What can you learn from Netflix’s employer branding? 

“High standards are contagious,” says Jeff Bezos of Amazon. If this doesn’t explain the multiplier effect of Netflix’s employer branding strategies, we don’t know what does. 

In the last decade, Netflix has redefined human resources and developed a system that attracts, retains, and manages top talent. Their culture-forward efforts became the industry standard to hire and acquire the best there is. The company’s HR manifesto is a treat if not a drawl. With its unique branding as a workplace of “freedom and responsibility,” the company developed culture that bred a sense of ownership and accountability amongst employees. 

That said, here are some key takeaways from Netflix’s unique employer branding strategy that makes them a preferred employer.

Leading by example

Netflix pioneered in reinventing the rules of hiring and aced these factors by giving their employees a concept called Netflix’s Culture Deck that has set a new precedence for others in the business to follow. From offering huge severance packages to skills that no longer fit into the company ethos to a generous parental leave policy, the company has struck the perfect balance for its employees by giving them enough leverage to act responsibly and in the company’s best interest. 

According to a report by Hired, Netflix is the company that most tech workers choose amongst other other top players including Tesla, Google, SpaceX, and Airbnb. The report highlights that during their job hunt, the leading factors that influenced employee’s decision to join an organization was compensation and benefits, followed by company culture, with a narrow margin. At the same time, negative culture and poor company reputation were the biggest reasons why top applicants turned away. 

One Size Does Not Fit All

Netflix is a leading employer because they know what their employees want in exchange for what they want from them. Their collaborative work environment is designed in such a way that it delivers according to their employees’ specific needs. Netflix did not mimic a successful company’s corporate culture; they home-grew their own based on company’s demographics. Netflix hires fresh and vibrant talent and hence understands the importance of extended maternity leave benefits. Their company culture is built to support everyone in the fold. Not a penny or effort is wasted on expensive perks that will either go unacknowledged or underused. 

Talent recruitment practices that breed loyal employees

According to a LinkedIn study, robust talent brand can reduce hiring costs by up to 50% and increase the revenue by 28%. Companies like Netflix do not underestimate these figures and put every effort to gain and retain their top talent. But you don’t have to be a leading media house to develop conducive talent recruitment policies. Netflix understood the importance of creating a high-performance ethos by articulating values by rewarding and recognising employee behaviours that aligned with company goals. In absence of proper plan and accountability, many companies that take the path of employer branding end up being an open-floor office with a foosball table in the corner. The idea is to create a culture of like-minded employees who work synergistically. 

Businesses these days underestimate the importance of creating an ambience that attracts genuine talent. The key to developing solid corporate culture lies in being distinctive and taking pride in standing out. Netflix not only defined that culture but honed it over the years to attain an auto-pilot mode that now attracts employees of similar ilk who become a cog in the company’s wheel organically, ensuring its seamless growth and progression.

Building employee relationship with trust

According to a report by Inc., employees that work autonomously are the ones who are most productive. In case of Netflix, their 5-word expense policy speaks volumes about employee sovereignty – “act in Netflix’s best interest.” The company’s tough recruitment policies ensure that they only hire people they can trust and make them believe that they play a significant role in Netflix’s growth story. A sense of ownership and accountability goes a long way in building genuine workforce. The employees get to choose what’s best for them and the company. By giving them this level of autonomy, Netflix has created a pool of employees that are loyal, motivated, and engaged. 

What makes Netflix a leading employer is their straightforward managerial style. A quick look at their Culture Deck slide will reveal that all employees have to pass the ‘Keeper test.’ Managers are asked if they will fight hard to retain a certain worker who is leaving to join their competitor. If the answer is no, then this employee does not meet Netflix standards. It’s really as simple as that! 

Netflix’s approach to HR is candid as well as modern. The company is open to embracing change and does not keep pushing outdated ideas down their employees’ throat. The synergistic work culture and focus on problem-solving skills is what makes top talent naturally gravitate towards Netflix. 

How does Company Culture lead to better Employer Branding?

Company culture has come to be seen as a competitive advantage. Most aware organisations are working actively to change theirs. Many have recognized the impact that a vibrant and diverse company culture can have on the brand and their business. These are the companies that comprise about 85 per cent found to have seen a massive growth in their revenues.

SAP, the multinational software corporation, realized that they needed to shake up their traditional employee branding methods to attract crowds from amongst the millennials who were being wooed by more visible companies like Google, Apple and Facebook. They went to task to revolutionise their entire brand image. They redesigned their career website, hired a videographer to tell the employee stories and pushed brand messages on to the social media. The emphasis of the video stories was to focus on the people working with them and give an insight to the outsiders to the company culture and what fun ‘Life at SAP’ was.

Today the legacy tech company which once had reputational issues has turned over a new leaf with 550K active members in their talent community, all with the help of its employees who vouch for the company’s culture that is vibrant and inclusive.

 When Uber CEO Dara Khosrowshahi took reins of the company, he published a LinkedIn post with new mantras and guidelines that he hoped would drive the company’s growth at the next level. He wrote, “the culture and approach that got Uber where it is today is not what will take us to the next level. As we move from an era of growth at all costs to one of responsible growth, our culture needs to evolve. 

But it is not just what he did at Uber but how he did it, makes for an interesting study in terms of revamping company culture. Khosrowshahi crowdsourced these ideas from more than 1,200 Uber employees. In a tweet he said, “If culture Is pushed top down, then people don’t believe in it. Culture is written bottoms up.”

Today Uber which was earlier being called out for turning a blind eye to sexual harassment and racial discrimination, has moved on to evolve into a company that celebrates ‘Differences’, values ‘Ideas over hierarchy’ and believes in ‘Doing the right thing. Period.’ Continuing its efforts to become an employer brand that is inclusive as well as diverse, Uber is promoting and creating employee resource groups and a workshop program focused on D & I, so that they are a part of its evolving company culture.

Sweetgreen, a fast-casual health foods restaurant, believes in creating a company culture that thrives on its people being happy and imbued with positivity. It allows its employees to work with impact projects to support community. The company also provides financial support to its employees in times of need. The employers also host a ‘Gratitude Night’ to thank employees for making a positive impact on its customers. This is just one of the many companies that are spending time and resource into building a positive company culture and supporting the well-being of its employees.

Trusted brands like Virgin or Goldman Sachs or Zappos or Apple have taken the time to focus on strategies to reach their target audience (read quality over quantity) and assure them of their own alignment with the reasons that a prospective candidate chooses them for. These brands have used their company culture as part of their employer brand to appeal to a more diverse, a more global audience. In turn, they have also come to be known as #peoplecentric organisations that are #purposedriven rather than #profitdriven. 

How does Delivery on Promise lead to powerful Employer Branding?

Rolls Royce may no longer be manufacturing the cars that made the company a well-known name, today it says ‘We create power’ as the group continues to be one of the world’s leading power system companies providing power for aircraft, ships and land applications. It employees nearly 54,000 people worldwide and is committed to nurturing talent. This commitment is reflected in the fact that today about 30 per cent of the company’s senior management once started out as apprentices (WOW!!!). The company felt that though they always had an employer brand yet needed an active employer brand strategy to convey who they were and what they offered in the most effective way.

After conducting interviews with employees to find out whether their experience lived up to the promise made by the marketing team, an ambitious branding strategy and multi-channel communications campaign to reach out to prospective and current candidates was designed. Rolls-Royce very often makes it to the list of awards as a preferred place to work, especially for people in the age group of 18-29 years, who are more interested in career opportunities and working for a global leader and less bothered with pay and job security.

The Rolls-Royce example suggests that in these times of war of talent, even though a company may be sitting on a huge and famous brand name to propel it in the minds of candidates, it still needs to innovate and implementation strategies through active management of its employee value proposition (EVP) to be able to make its mark today.

If you want employees to be active advocates of your organisation and ensure that they deliver what you promise to the customer, then as an organisation you first need to bridge the gap between promising and delivering what your EVP offers them at the onset.

It is important to keep into account who makes up your work force and what do they want. Such important insights will help you innovate and plan as well as implement strategies for easy brand recall. Millennials who are gradually taking over as more than 60 per cent of world’s working population are extremely focussed on learning and development. 

Singapore Airlines is a prime example to consider if you want to look at an organisation that believes and puts its own people first. Singapore Airlines demands exacting standards from its employees but also invests in helping the employees meet them. This help and investment is not only limited to their selection and training the staff but also in helping them run their lives smoothly so that they can focus unhindered on work. It must be this deliverance of the promised goods that makes roughly 18,000 people apply for the 600-900 cabin crew slots that open up annually within the company.

Brand loyalty, commitment and recognition- all kind of brand attitudes result from when the promises made to the employees are delivered with minimum fuss. Ultimately these promises influence the manner in which they deliver their services to the brand’s customers.

Image: https://www.rmagency.com/living-brand-promise/

5 ways to Differentiate your brand in the world of cut- throat competition

If you are a business owner then it is quite possible that you might know the following statistic very well. Only half the businesses make it past first five years and only one-third make it past the 10-year mark. Now there can be many reasons behind why a certain business fails but many a times lack of a differentiator-something that sets it apart from its competitors- is hovering somewhere at the top among the reasons of failure.

While there are no sure shot ways to know what might work and what might not, there are some simple practices that can be used effectively to ensure that your brand comes to be known as different from its competitors.

  1. Excellent service: Customer is king is not an adage that is restricted to the advertising world. Providing excellent service and customer support makes people want to come back to you again and again. A shoe company called Fleet Feet, fits its customers for running shoes. They watch you run and walk and then suggest a shoe. They let you run in the parking lot to know how the shoes feel and even after you have purchased their product, they let you return it after weeks and months if unsatisfied. If as a customer you get this kind of extraordinary service, would you want to go somewhere else at all for your shoes?
  2. Own up when you make a mistake: Nobody likes to be made a fool of. Customers equate the brand with their own experience and one bad experience is all they need to write you off. So, when you bungle up somewhere, own it up. In July 2011 Netflix angered consumers when it announced plans to hike up subscription rates by 60 per cent in an attempt to boost revenues and splitting the business into two. Seeing the reaction from the public, CEO Reed Hastings, sent out mass emails apologising to users explaining how he had ‘messed up’ and ‘owed everyone an explanation’ when the Qwikster plan had to be scrapped within a month of its launch. 
  3. Be the expert: Domino’s Pizza has set itself as a household name in pizza delivery thanks to its expert home delivery and 30-minute guarantee. Using what you are best at as a differentiator is a smart move because like Dr Seuss said that ‘no one is youer than you’ and that’s what will make you unbeatable and unparalleled.
  4. Get yourself a mascot: A talking lizard that has nothing to do with insurance, helps millions of Americans believe that there is something different about the insurance company GEICO with a touch of humor.  
  5. Create a powerful offer: Every day the online selling space sees the arrival of yet another e-commerce website. Zappos gives its customers a year to decide if they would like to return a pair of shoes brought from their online store. And no one probably in the whole e-commerce business can or does offer this kind of offer eliminating any hesitation in making a purchase thus leading to high sales as Zappos.

Differentiation is a strategy that you have to have in a place to make sure that no one can take your place.

How do culture led initiatives enhance organisational resiliency?

If we were to use one word to describe Apple, it would be resilient. The company’s story is the stuff of fables. In the times when the music player and phone industries were commoditising, the company rose from ashes on the strength of simply and beautifully designed products.

Resilient organisations are the ones that are prepared to change with changing times. Resiliency is becoming a buzzword in business yet it is one of the most elusive traits to build upon. Organisations that want to bring in lasting change and those that want to make an enduring name for themselves have realised that building a company culture based on trust, agility and accountability is the key to being a resilient organisation that can time and again rise like the mythical phoenix (not necessarily from ashes though!).

With technological advancements and broadening of the competitive landscape of any industry, companies cannot afford to shy away from the demands of evolution. Developing a resilient, agile and innovative company culture, seems to be the only way out.

Naturally now you would want to understand what sets a resilient company apart from its competition. Here are a few key traits of a resilient organisation:

  1. Engaged employees: The greatest strength of any organisation is its workforce. Nobody recognises this more than companies that vow to take care of their employees beyond giving them the pay cheque and by promoting their physical, mental and social well-being. It is no secret that engaged employees are committed employees.
  2. Clear organisational objectives: These help employees see where the company is headed. Having clear organisational goals act as a reference point in times when employees need to make tough decisions.
  3. Investing in a relationship with various stakeholders: Resilient organisations clearly are able to see the importance of having a nurturing relationship with their stakeholders at various levels.
  4. Strategy: A resilient organisation is very well able to differentiate and invest between valuable and meaningful changes and trivial industry fads. 

If you are wondering where to go from here, we have got you covered. As a company willing to enhance organisational agility and resilience through culture-led initiatives, you can start by improving on current cultural strategies. A recent study from Accenture Strategy sheds light on the fact that in high performing organisations leaders were successfully able to engage employees in the change initiatives. 

The same research also pointed out that if employees were involved in shaping those changes, they were more likely to accept these cultural transformations like what Zappos’ CEO was able to achieve when he asked all the employees for one thing that could be changed in company’s processes and policies.  

Peer coaching and building safe and secure work communities, that encourage and stimulate learning also go a long way in enhancing agility and resilience in an organisation. 

To meet your organisation’s needs in this sector Performance n Purpose Consulting (https://pnpconsulting.org/) can be an invaluable partner bringing to the table its frameworks, methodologies, processes, tools and courses that can help build and build upon your employer brand.

Image: Google Images

How can Learning & Development be a definite advantage to your Employer Brand?

What could be common between the aerospace giant Airbus and the 200-year-old Citi group? Nothing, it might seem on the surface but a look at the L&D culture would show that both these giants have hugely committed themselves to developing the competencies of their employees to meet any current and future needs. This in turn also gained them a reputation as an employer brand which makes the best want to work for them.

Turning their attention to the internal brand aka the employee brand has become a must for organisations the world over. Gone are the days of treating only the customer as the king. Companies and organisations, big and small, understand the importance of focusing on improving their employer brand- how they are perceived by current employees, future and passive candidates. The employer brand, they recognise, is how people will see them as a great place where they want to work at.

Given that 55 per cent of job seekers are looking for opportunities in growth and development, among the many things that you can do to build and improve your employer brand is an emphasis on learning and development as a core value and part of the company culture is sure to win brownie points with the right audience. Let’s take a closer look at the different ways in which L&D contributes to your employer brand:

  1. Statistically employees that receive regular training are more likely to have a positive outlook. So, when they go to a site like Glassdoor they will be able to post their recommendation in that light. Thus, these employee testimonials praising your commitment to L&D will look very attractive to any prospective employee on the lookout for a job with you.  
  2. Ongoing education is crucial for retaining employees because it helps improve employee engagement which is a fairly used measuring tool for employee happiness. You would be surprised that in America alone this figure stands at a meagre 33 per cent, meaning that roughly 66 per cent of the workforce feels disengaged. By providing opportunities to learn and develop their skill set you are doing your brand a favour and gaining happy, engaged and skilled employees who are invested in your company’s vision.
  3. Research from Universum and DHI group found that 68 per cent of the world’s most attractive employees already have an employer branding strategy in place and their EVP is linked to their talent development strategy. Glassdoor reports that 60 per cent candidates consider any job offer holistically i.e. beyond just compensation and job title. Therefore, providing L&D opportunities can be a key competitive advantage over your competition in these times of war for talent.

How can developing a pipeline of leaders influence your Employer Brand?

An Indian company established in 1857, that today has a turnover to the tune of US $42 billion and boasts of 120, 000 employees across 35 countries, the Aditya Birla Group, seems like just the right mix of modern and traditional. If you dig deeper into its success you will find that the EVP of the company “A World of Opportunities” kind of sums it up all. The group’s commitment to people development has been well institutionalised at all levels and has been sustained in the group’s agenda for the past two decades. Go a bit further and you will realise that this mammoth growth has been possible because the leadership at senior and top levels has been agile taking effective actions in complex and changing conditions. 

Its programmes like “REFERISM’ where young and entry level employees compete or the mid-career program called the ‘Global Manufacturing Leadership Program’ as well as the internal ‘Manufacturing Talent Council’ have been set up to prepare a pipeline of exceptional leaders who can take up challenging roles.

In today’s world, leadership development has come to be seen as a synonym with employer branding- marketing and positioning a company to a specific group of people for attracting and retaining talent. It is clear as a day that the secret of attracting the right talent lies in recognising the fact that happy and engaged employees become your vocal advocates and nothing travels faster than word of mouth, isn’t it?

Netflix is obsessed with developing a nourishing culture for the employees where they choose to work for the company. The leadership recognises the fact that to get the most out of its workforce, they need to lead through influence and not command.  

According to Randstad’s Workplace Trends Guide, 75 per cent of the companies they surveyed said it takes them more time than ever before to find the right talent to fill positions. So, what can you do about it? Job title and compensation are all on offer everywhere. Companies that do not struggle with this fact offer employees a sense of alignment with what their brand stands for. 

Survey after survey has shown us that people pick jobs based on the company culture that they perceive. If this company culture, the senior team and leadership were to ensure them with personal examples that they have the power to take their decisions, their failures will be tolerated and risk-taking ability appreciated, the success of the likes of the Aditya Birla Group will be easy to duplicate.