Kmarc HR Consulting Northern Ireland

Employer Branding

Acording to the CIPD "All organisations have an employer brand. It's the way in which organisations differentiate themselves in the labour market, enabling them to attract, recruit, retain and engage the right people. A strong employer brand helps businesses compete for the best talent and establish credibility. It should connect with an organisation’s values and must run consistently through its approach to people management".

Kmarc can help you !

Employer brand becomes even more important when organisations are competing for talent and experiencing recruitment challenges.

The CIPD’s 2022 resourcing and talent planning report found that 75% of respondents reported taking action to improve employer brand within their organisation in the last year, and this rose to 84% for larger organisations. According to respondents, beyond pay and benefits, perception of employer and career development opportunities are the most important aspects of employer brand for attracting candidates, with some variation between sectors.

The use of social media increases the importance of continued attention to your employer brand and reputation. Organisations need to be particularly aware of both the positive and negative feedback that can be given by past or present employees on social media. Cyber attacks, hackers and fake news are another modern threat to organisations and their online content. Organisations should plan for this, address negative feedback and breaches quickly and monitor where necessary.

According to research in 2022 strong employer branding can be found to lead to a 28% reduction in employee turnover (Did you know the average cost of replacing a clerical or operator position is £10k, a skilled or techncial level position £20k and highly skilled engineer etc £30k+) and 50% reduction in recruitment costs. If you lost 5 people per year this is a £100k minimum in avoidable finncial loss but an even bigger loss in terms of lost skills, productive time, relearning, knowledge loss etc. etc.

The key factors found to influcence potnetial candidates choice include:

• The organisations' overall reputation.

• Its reputation as an employer.

• The perceived social responsibility of the orgnaisation especiallyy among gen X and gen Z candidates.

• Overall compensation package, including benefits other than salary.

• Career Opportunities which ranks very high among prospective candidates.

• Flexible working which is now ranking high for all candidates except among grduate gen Z, who often view the workplace as their social hub.

This is an extremely complex area and you need the knowledge and expertise of kamrc to navigate this potential winning (if done right) or losing strategy (if done wrong).