HR Globe

 

Chennai, Nov. 23 At the mention of a brand name, one instantly conjures up a product or service it offers. For him or her, the brand stands for trust and reliability.

Similarly, considering the fact that most job changes are attributed to organisational incompatibility, there must be a key factor that makes one feel 'this is a great place to work', and will ensure that the right talent stay engaged with the organisation.

The same factor will also induce such talent outside the organisation to leave their current engagements and readily accept a job offer it sends out. This 'key factor' was the crux of the discussions at the Executive Recruiters Association's convention today, themed 'Employer Branding'.

Employer branding is interlinked with product branding. "A good employer brand makes it easy to attract good talent, and once you attract good talent, that will in turn ensure good product brand and enhance the product quality further," said Mr R.U. Srinivas, Chief Operating Officer, Caliber Point Business Solutions Ltd.

While delivering his inaugural address, he further stated that generally, as a good product brand is held with its sales and acceptance in the market, an employer brand is held with the HR and its staffing function. The recruitment community is the extension of the staffing function.

Job profile

To enhance the value of the employer brand, the recruiting community has to profile the job well in the first place. The profiling includes the employer culture, environment, co-workers quality, technology level and work-life balance. Once this is done, the recruiter must find out what are the values that the candidate expects or what is the value proposition in it for the employee.

One must find out what employees look for. Whether it's a career path, learning, opportunities, challenges or just peer envy. And, finally position the job offer on various parameters – benefits, skill sets, location and competition. "As long as an organisation sends a clear message that makes one feel that 'this is the best job I can possibly be my best at' it can retain the talent," Mr Srinivas pointed out.

Mr B. Ravishankar, Global Head, HCL Technologies Ltd, in his keynote address, said the key elements of an employer brand are Personality – who you are as an employer, what you stand for and your values; and promise – Your unique employment proposition to the target audience.

Earlier, welcoming the gathering Mr M.R. Shantaram, Vice-Chairman, Executive Recruiters Association, said the convention's aim is to highlight the retention of employees through branding of organisations. The executive recruitment industry in India is now worth over Rs 9,000 crore and the association aims to raise the levels of professionalism, ethics and integrity of the recruiting industry, he pointed out.

The Executive Recruiters Association's convention held on Friday highlighted the retention of employees through branding of organisations

 

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Chennai, Nov. 23 At the mention of a brand name, one instantly conjures up a product or service it offers. For him or her, the brand stands for trust and reliability.

Similarly, considering the fact that most job changes are attributed to organisational incompatibility, there must be a key factor that makes one feel 'this is a great place to work', and will ensure that the right talent stay engaged with the organisation.

The same factor will also induce such talent outside the organisation to leave their current engagements and readily accept a job offer it sends out. This 'key factor' was the crux of the discussions at the Executive Recruiters Association's convention today, themed 'Employer Branding'.

Employer branding is interlinked with product branding. "A good employer brand makes it easy to attract good talent, and once you attract good talent, that will in turn ensure good product brand and enhance the product quality further," said Mr R.U. Srinivas, Chief Operating Officer, Caliber Point Business Solutions Ltd.

While delivering his inaugural address, he further stated that generally, as a good product brand is held with its sales and acceptance in the market, an employer brand is held with the HR and its staffing function. The recruitment community is the extension of the staffing function.

Job profile

To enhance the value of the employer brand, the recruiting community has to profile the job well in the first place. The profiling includes the employer culture, environment, co-workers quality, technology level and work-life balance. Once this is done, the recruiter must find out what are the values that the candidate expects or what is the value proposition in it for the employee.

One must find out what employees look for. Whether it's a career path, learning, opportunities, challenges or just peer envy. And, finally position the job offer on various parameters – benefits, skill sets, location and competition. "As long as an organisation sends a clear message that makes one feel that 'this is the best job I can possibly be my best at' it can retain the talent," Mr Srinivas pointed out.

Mr B. Ravishankar, Global Head, HCL Technologies Ltd, in his keynote address, said the key elements of an employer brand are Personality – who you are as an employer, what you stand for and your values; and promise – Your unique employment proposition to the target audience.

Earlier, welcoming the gathering Mr M.R. Shantaram, Vice-Chairman, Executive Recruiters Association, said the convention's aim is to highlight the retention of employees through branding of organisations. The executive recruitment industry in India is now worth over Rs 9,000 crore and the association aims to raise the levels of professionalism, ethics and integrity of the recruiting industry, he pointed out.