Il glossario di Empuls

Glossario dei termini della gestione delle risorse umane e dei benefici per i dipendenti

Branding dei dipendenti

Employee branding is a marketing strategy of cultivating a positive image and distinct identity in the job market to attract, train and retain talent in the organization. This allows to create a brand recognition by which employees are valued and influence how the organization is perceived by stakeholders.

What is the definition of employee branding?

Employee branding is how the employees value you as an employer. It is the reputation among the workforce which allows companies to be more acceptable in the talent and competitive market, therefore hiring and retaining employees aligns the company’s culture and values.

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How to do employee branding?

The employee branding technique that can improve performance of your company:

Identify existing employee brand
Conduct an employer brand audit
Build a unique and compelling value proposition that resonates with prospective employees
Teach employees about the brand
Proper support from current employee
Update through social media

Identify existing employee brand: The first step is to gain knowledge about the brand which will allow to give an idea about the existing employer brand and the challenges that needs to be worked upon.
Conduct an employer brand audit: To conduct an employer branding audit you can make surveys, feedback, meeting with the employees and new joinees to understand their perspective about the mission and values of the organizations.
Build a unique and compelling value proposition that resonates with prospective employees: With the gathered information, develop a unique value proposition for the company that highlights the needs and what company stands for.
Teach employees about the brand: Enhance the knowledge of the employees and help them to be the brand ambassadors for the company by providing them with training and raise awareness about the company’s mission and goals.
Proper support from current employee: Support the employees with larning and development opportunities, also special payouts to the exceptional employees or who comes up with referrals. This will help the company to create a better image and positive experience for the employees working.‍
Update through social media: Spread the word through social media about the new job openings, share the activities taking place within the organization which will help to attract new candidates.

Difference between employer branding and employee branding.

The term employer branding refers to strategic efforts and activities led by the organization to shape and promote its reputation as an employer. On the other hand, employee branding refers to encouraging employees to be the face of the organization which enables them to share experiences and insights with networks and communities to increase reach and reputation to generate leads.

Employer branding involves showcasing values, culture, benefits and opportunities to current employees. Employer branding highlights on creating and trying to deliver a consistent message. Whereas the primary objective of employee branding is to align employees with the organization's mission and values to boost satisfaction and motivate them to work.

What is the impact of branding on potential employees?

The significant impacts of branding on potential employees are as follows:

Trustworthiness
Candidate experience
Acquisizione dei talenti
Attraction and interest
Employee expectations

Trustworthiness: A reputed brand builds trust with employees. Candidate refers to the organization with positive brand reputation and records. A strong brand can convey stability, reliability and commitment to employees well-being.
Candidate experience: A candidate experience depends on the recruitment process, a positive and consistent experience at every touchpoint, from initial interview stage till the final selection stage.
Talent acquisition: The candidates who have a positive perception about the organization are likely to apply for the position as employee brand can create a talent funnel, where candidates are more inclined to consider opportunities in reputed organizations.
Attraction and interest: A well-established brand can attract the attention and interest of potential employees. A positive reputation can make an organization more attractive and is desired as an employee.‍
Employee expectations: A strong employee base can be shaped by the employer who can fulfill the potential expectations regarding the working environment, culture and career development opportunities. Clear and transparent brand messages through the employer can attract candidates who align with the goals of the organization and create a sense of anticipation.

What are the benefits of employee branding?

The benefits of employee branding are:

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Improved organizational culture
Increased performance
Attraction of top talent
Brand advocacy.
Better employee engagement

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Increased employee retention: when employees are aligned with the values and feel connected to the organization are likely to be loyal for a longer time. This happens with the help to foster a sense of belonging and commitment within the organization.
Improved organizational culture: By articulating the values and behaviors employee branding works towards developing a healthy culture in the organization as it allows to set a standard for internal interaction and communication that fosters a supportive and team spirit work environment and overall organizational performance.
Increased performance: The employees who feel connected to the organization are more likely to be productive, creative and innovative towards their job which helps in organizational success.
Attraction of top talent: An effective, supportive and brand with open message creates a positive reputation which is likely to attract more talented candidates for the job.
Brand advocacy: Employees who have a positive perception of the organization are likely to share positive experience in-person and on social media which allows them to contribute to a positive word-of-mouth and enhances the brand image and reputation.‍
Better employee engagement: It is seen when employee feel connected towards the organization are more invested in their work and go an extra mile to contribute towards the organization.

Sondaggi sul polso dei dipendenti:

Si tratta di brevi sondaggi che possono essere inviati frequentemente per verificare rapidamente cosa pensano i vostri dipendenti di un argomento. Il sondaggio comprende un numero ridotto di domande (non più di 10) per ottenere rapidamente le informazioni. Possono essere somministrati a intervalli regolari (mensili/settimanali/trimestrali).

Incontri individuali:

Organizzare riunioni periodiche di un'ora per una chiacchierata informale con ogni membro del team è un modo eccellente per farsi un'idea reale di ciò che sta accadendo. Trattandosi di una conversazione sicura e privata, aiuta a ottenere maggiori dettagli su un problema.

eNPS:

L'eNPS (employee Net Promoter score) è uno dei metodi più semplici ma efficaci per valutare l'opinione dei dipendenti sulla vostra azienda. Include una domanda intrigante che misura la fedeltà. Un esempio di domande eNPS è il seguente: Quanto è probabile che raccomandi la nostra azienda ad altri? I dipendenti rispondono al sondaggio eNPS su una scala da 1 a 10, dove 10 indica che è "altamente probabile" che raccomandino l'azienda e 1 indica che è "altamente improbabile" che la raccomandino.

In base alle risposte, i dipendenti possono essere classificati in tre diverse categorie:

Promotori
Dipendenti che hanno risposto positivamente o sono d'accordo.
Detrattori
Dipendenti che hanno reagito negativamente o in disaccordo.
Passivi
I dipendenti che sono rimasti neutrali nelle loro risposte.

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