Ain Shams University- Faculty of Business

Professional Certificates Unit

DBA Program
Advanced Studies in Human Resources (2023-2024)

Employer Branding

Term Paper as part of the requirements of the course Titled

“Advanced Studies in Human Resources” submitted to Dr.
Amany Darwish

Hussam Mohammad Ali Mohammad

July 2024
Ain Shams University- Faculty of Business
Professional Certificates Unit
DBA Program
Advanced Studies in Human Resources (2023-2024)

Employer Branding

Term Paper as part of the requirements of the course Titled

“Advanced Studies in Human Resources” submitted to Dr.
Amany Darwish

July 2024
 Table of Contents:

1. Introduction
1.1 what is the Employer branding
1.2 what the purpose of the Employer brand
1.3 why the Employer branding Important for Employer
2. Who’s responsible for employer branding?
3. Different Types of Employer branding
4. How to Choose the right type of Employer brand
5. How to Build an Employer brand for your Business
5.1 Employer Branding Example (Starbucks)
6. The Benefit of Having a strong Employer brand
7. How to Improve your Employer Brand
8. 14 top employer branding challenges
9. How can Technology Improve your sourcing for Employer branding
10. Recommendation
11. Conclusion
12. References
1.Introduction:
All organizations have an employer brand. It's the way in which organizations
differentiate themselves in the labor 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 organization’s
values and must run consistently through its approach to people management.

1.1 What is employer branding:

Employer branding is the representation of a company as an employer. It’s the
image a company projects to attract and retain talent. This branding encompasses
the company’s values, work culture, and reputation in the job market. A strong
employer brand can influence job seekers’ perceptions and decisions, making it a
crucial aspect of a company’s overall branding strategy.
Employer Branding is really the image of an organization for the people working
in the organization. It is this notoriety that the organizations make of themselves
inside their premises competitors, the customers, the customers furthermore the
other people who are influenced by the procedure of the organization. An
employee brands guarantees a feeling of belonging in the people and this makes
the employees assume a basic part in the accomplishment of achievement.
1.2 What is the purpose of an employer brand:

Employer branding is the single most important factor in attracting and retaining
quality employees. A company's reputation as an employer can make or break
them, so it pays off for businesses to invest time into building up their own brand
value with workers who are crucial members of your success!

1.3 Why is employer branding important for employers:

Employer branding can help you hire new employees, create a strong company
culture, and even reduce marketing costs. A reputable employer brand is an
organization's strategy because it helps them recruit better candidates
2.Who’s responsible for employer branding?

Usually, HR is the first one that comes to mind when we think about employer
branding strategies. And this is correct if we refer to the official actions a company
is taking to build and promote its employer brand. But employer brand is not
something you choose – it is what you are. And your identity as a company is
shaped by various stakeholders:

 The founders or business owners, the CEO and all C-suite executives who
have a strategic vision for the company and set the values they want to
reinforce
 The line managers who lead, evaluate and train their team members
 The HR team that manages employee relations and establishes company
policies
 The marketing team that communicates company news externally (e.g. via
social media, events, etc.)
All of these stakeholders can play a part in how their company is perceived among
job seekers, but, to build a strong employer brand, they need to work together. For
example, the marketing team can’t promote how happy their colleagues are
enjoying benefits such as bonuses and flexible working hours unless the senior
management approves those benefits and HR implements them.

3.Different Types of Employer branding:

There are different types of employer branding, each with its own focus and goals.
Here are some of the most common types of employer branding:
 Internal employer branding: This type of employer branding focuses on
employees. It is about creating a positive and engaging work environment
and ensuring employees are proud to work for the company.
 External employer branding: This type of employer branding focuses on
potential employees. It is about attracting and recruiting top talent and
positioning the company as a desirable workplace.
 Candidate experience branding: This employer branding focuses on the
candidate's experience. It is about making the hiring process as smooth and
 positive as possible and ensuring that candidates have a positive impression
of the company.
 Employee advocacy branding: This kind of employer branding focuses on
employees as brand ambassadors. It is about encouraging employees to share
their positive experiences working for the company and to promote the
company to their networks.

Each type of employer branding has its own unique benefits. Internal employer
branding can help to improve employee morale, productivity, and retention.
External employer branding can help attract top talent and position the company as
a desirable workplace. Candidate experience branding can help to improve the
company's reputation as an employer and to make it easier to attract top talent.
Employee advocacy branding can help to spread the word about the company and
to attract new employees.

The best type of employer branding for a company will depend on its specific
goals and objectives. However, all companies can benefit from implementing some
form of employer branding.

Once you have considered these factors, you can choose the right type of employer
branding for your company.

4.How to Choose the Right Type of Employer Branding:

There are a few factors to consider when choosing the right type of employer
branding for your company. These factors include:

 Your company's size and industry: Larger companies with strong brands
may be able to focus on external employer branding, while smaller
companies may need to focus on internal employer branding.
 Your company's culture and values: Your company's culture and values
should be reflected in your employer branding. For example, if your
company is focused on innovation, you should highlight your company's
commitment to research and development in your employer branding.
  Your company's goals and objectives: Your employer branding should be
aligned with your company's goals and objectives. For example, if your
company wants to attract top talent; you should focus on external employer
branding.

5.How to Build an employer brand for Your Business: (9 steps)

"good employer branding strategy can help you attract better talent, cut down on
hiring costs, and reduce employee turnover.
1. Know your company's unique value proposition:
A powerful employer brand begins by focusing on your company’s mission
statement, values, vision, and culture. It can be helpful to identify what your
business needs are and work backward to understand the type of talent you need to
fulfill those objectives.
For instance, consider Teach for America's mission statement — "One day, all
children in this nation will have the opportunity to attain an excellent education."
With this statement, Teach for America can tell a compelling brand employer story
on their Values page, where they promise employees the chance for continuous
learning, stating, "We operate with curiosity and embrace new ideas to innovate
and constantly improve. We take informed risks and learn from successes,
setbacks, and each other."
In this way, they've aligned their values, and their employer brand, with their
business goal.
2. Conduct an employer brand audit:
You might not be fully aware of your company's reputation among job seekers, or
even your employees.
Conduct a brand audit and send out internal surveys, conduct social media
searches, monitor career sites for reviews, or hire a firm that monitors reputations.
Your research should help you uncover your employee’s favorite aspects of your
company culture that you can focus on highlighting and any areas for improvement
to ensure a strong employer brand.
3. Write an employer value proposition:
Once you’ve researched, cultivated a list of business values, and learned about
your existing perceptions, you’ll want to create an employer value proposition.
An employer value proposition is a marketing message and a promise, so say
things that are factually true about your business that your employees would agree
with. You can use this value proposition on your website, recruitment materials, or
LinkedIn Company Page, and recruiters and HR teams can discuss it with potential
candidates.
It’s important to note that your value proposition should have nothing to do with
compensation. Instead, you want it to evoke passion in employees and potential
candidates by expressing your company’s deeper purpose and positive impact on
the world. People want to feel their work is meaningful, often even at the expense
of a bigger paycheck.
4. Leverage current employees:
Job seekers that want to learn more about your employer brand want to hear from
and see real employees at your company. In fact, your employees are three times
more credible than CEOs when talking about the working conditions at your
company. So, your employees are some of your best advocates for building your
employer brand.
Leverage their sentiment towards your business however you can, like sharing
reviews and testimonials on your hiring pages or creating short interview videos
for your social media channels. 90% of companies with leading and above-average
employer brands agree that their employee experience is a big part of their brand,
meaning that what they say can significantly impact perception.
5. Cultivate a strong onboarding process:
Onboarding is a new hire's first experience, and a negative impression can have big
consequences. In fact, people who have a negative onboarding experience are
twice as likely to seek a different opportunity.
Ultimately, instilling a positive company brand image starts with a good
onboarding process. Getting employees engaged and excited about their roles and
their teams is important from the start. You're ensuring a smooth transition, lower
turnover rates, and more productive teams by arming your new employees with the
instructions and tools to excel in their roles.
6. Offer learning and development opportunities:
A large reason why people quit and leave their jobs is that they’re bored and need a
new challenge. Ultimately, this should be a relatively easy fix.
Giving employees the opportunity to pursue learning opportunities and become
proficient in new skills shows your commitment to on-the-job learning and
professional development. And by challenging your employees, you’re ensuring
they won’t get bored in their roles — which could lead to higher retention rates.
Plus, as they develop new skills, they become more valuable employees for your
company. A win, win.
7. Use videos, blog posts, photos, and slideshows to tell your company story:
When implementing a strategy to improve the market’s perception of your brand,
use multiple channels. Share videos, photos, slideshows, blogs, and other forms of
messaging to ensure you reach a large group of audiences on the platforms they
already use.
Similarly, it's critical you use high-quality videos, photos, and text to tell your
company story. You might consider putting employee interviews on your job page
or a SlideShare created by your CEO on your About Us page.
8. Create a strong diversity and inclusion initiative:
A pillar of a strong employer brand is a continuous commitment to building
diverse and inclusive teams.
There are plenty of benefits to this, most significantly being that all your
employees will feel like they belong and are safe at work. People who feel seen,
recognized, and respected among their colleagues are more likely to bring their
best selves to work and commit to their day-to-day tasks. Plus, a McKinsey study
found that companies that are more diverse and inclusive are more profitable.
A commitment to DI&B ensures you’re extending your brand's reach to everyone,
especially considering that 3 out of 4 candidates say a diverse workforce is an
essential factor when evaluating companies and job offers. If someone can see
themselves in the people who already work at your company, they might be more
inclined to apply.

9. Be transparent, honest, and genuine:

One of the most important factors in developing an employer brand is honesty,
transparency, and being genuine.
Don't ask for employee feedback because you want to hear the positives to share
on your career pages. Negative feedback can also help you learn about areas for
improvement, and making changes can help you meet more of your employees'
needs. In turn, satisfied employees have higher retention rates and are more likely
to promote your business and boast about the culture they're happy to be part of.
The same goes for job seekers and the general public. Making false statements and
promises about your values, culture, and happenings will come back to haunt you
if your conditions are too good to be true, like if prospects accept job offers based
on promises you don't fulfill.
Be genuine and honest in your efforts, and commit to building a culture exactly as
it seems — doing the opposite can cause more harm than good.
5.2 Employer branding Example:

Starbucks

Starbucks works to cultivate a strong community among its employees. For

instance, it refers to current employees as partners, instilling a sense of pride, and
has Instagram and Twitter accounts (@StarbucksJobs) to promote its employer
brand and interact with job seekers.

By creating social media accounts to demonstrate appreciation for current

employees and evoke passion in potential candidates, Starbucks shows its
commitment to being more than just a product. The company also uses the
platforms to demonstrate its commitment to diversity and inclusion.
6.The benefits of having a strong employer brand:
A strong employer brand helps businesses to compete for talent and drive
employee loyalty through effective recruitment, engagement and retention
practices. Organizations should also consider inclusion and diversity as part of
their employer brand to ensure they are attracting a diverse range of candidates.

To be effective, the brand should be evident throughout the employee lifecycle

and across the organization’s approach to people management. For example, it can
affect the approach to:

 Induction
 performance management and reward
 managing internal communications
 promoting effective management behaviors
 people leaving the organization

To deliver benefits, it’s important that the employer brand is not merely rhetoric
restating the organization’s values, but reflects the actual experience of employees.
This approach involves research with employees to understand their attitudes and
behavior, for example, through a staff attitude survey or focus groups. This
employee insight can inform metrics on ‘people performance’ in the organization,
giving an opportunity to demonstrate links to organization performance.

Organizations could choose to monitor their employee brand through quantitative

data such as number of applications for roles, acceptance of offers, employee
engagement scores, reduction in costs or more qualitative feedback. Organizations
should be able to answer questions on ‘what sets them apart from their
competitors’.

7.How to improve your employer brand:

It’s important to keep in mind that you don’t entirely own your employer brand —
your candidates and employees do. The best way to make improvements is to listen
to them and adjust accordingly.

In general, you can improve your employer brand by creating positive candidates
and employee experiences.

1. Review your compensation practices:

Compensation is the top priority for candidates globally, but it’s not always about
the exact pay an employee receives. Pay equity and pay transparency can be just as
important, especially as new laws give your team members access to pay ranges.

It’s more important than ever to build competitive pay ranges, apply them
consistently, and be able to explain how pay was determined for any given team
member.

2. Ensure work-life balance:

Work-life balance is the second most important priority for candidates this year.
This is followed by flexible working arrangements, which is a keyway to improve
work-life balance.

Employees who say their organization provides flexibility around when and where
they work are 2.6x more likely to be happy working at their company. They’re also
2.1x more likely to recommend that others work at their company, providing a
significant boost to employer branding efforts. Consider offering flexible work
arrangements, such as flex hours, remote work, and part-time schedules to help
your employees balance work with their personal obligations.

3. Offer career growth:

Advancement and skill development round out the top five most important
priorities for candidates this year.
Providing opportunities for career growth can bolster a positive employer brand
and help you attract and retain top talent. Offer leadership training, special
certifications, and plenty of avenues for career progression to capture job candidate
interest and ongoing commitment from your employees.

4. Prioritize employee wellbeing:

If employees feel cared for at work, they are 3.2x more likely to be happy at
work and 3.7x more likely to recommend working for the company.

Prioritize employee wellbeing by offering things like a robust benefits package,

paid time off, and realistic goals. Being known as a company that cares about
employees can provide a significant boost to your employer brand.

5. Build a diverse, equitable, and inclusive work environment:

Demonstrating a genuine commitment to DEI initiatives sends a positive message

that you care about building a fair, supportive work environment for everyone.
This positions your company as an employer of choice, attracting top talent who
actively seek out workplaces that value DEI.

When employees experience a truly inclusive environment, they become

enthusiastic brand advocates who are more likely to share their positive
experiences. This can further strengthen your reputation as a desirable place to
work.

6. Revisit your recruitment process:

The way you manage the hiring experience has a significant impact on how your
organization is perceived by candidates and the broader job market. A positive
candidate experience is crucial for building a talent pipeline, converting candidates
into employees, and maintaining a positive employer brand.
From the initial contact to the final decision, treating candidates with respect,
maintaining open communication, and providing timely feedback creates a good
impression of your company. For example, an easy application process and
periodic status updates demonstrate that you value your candidates’ time. Even
applicants who aren’t selected should leave with a positive view of your
organization so they’ll apply again in the future and encourage others to do the
same.

8. 14 Top Employer Branding Challenges

However, even with the increasing importance of employer branding, many

organizations need help implementing and maintaining a strong employer brand.
This comprehensive topic will explore the 14 top employer branding challenges
that business leaders must address, backed by data and metrics, to ensure a
successful employer branding strategy.
1. Defining a clear employer value proposition (EVP)
One of the most significant employer branding challenges is defining a clear and
compelling EVP.
An EVP is a unique combination of benefits, rewards, and opportunities that an
organization offers its employees.
Creating a strong EVP requires deep understanding of your company's culture,
values, and goals.
To overcome this challenge, involve employees from different levels and
departments in defining your EVP. Conduct surveys and focus groups to gather
insights on what employees value most about your organization.
Use these insights to create a distinct EVP that resonates with your target audience.
2. Aligning employer brand with corporate brand
Another common challenge is aligning the employer brand with the overall
corporate brand.
A disconnect between these two aspects can create clarity among potential
candidates and employees, positively impacting your ability to attract and retain
top talent.
To address this challenge, ensure your employer brand messaging is consistent
with your corporate brand.
This includes aligning your EVP, values, and culture with your company mission,
vision, and goals. Collaborate with marketing, HR, and leadership teams to
develop a unified branding strategy that effectively communicates your
organisation's identity to internal and external audiences.
3. Consistent communication and messaging
Maintaining consistent communication and messaging is crucial in building a
strong employer brand. Inconsistent messaging can damage your reputation and
confuse potential candidates and employees.
Ensure that all communications, including job advertisements, social media posts,
and internal communications, align with your employer’s brand messaging.
Develop guidelines and best practices for communicating your employer brand
across various channels and provide training for employees involved in the
process.
4. Leveraging social media effectively
Social media has become a powerful tool for employer branding, but many
companies need help with leveraging it effectively.
This can result in a weak or inconsistent online presence that fails to attract top
talent.
Develop a comprehensive social media strategy that outlines your objectives, target
audience, and content plan.
Ensure your messaging is consistent across all platforms and reflects your
employer brand's key elements. Regularly measure the performance of your social
media efforts to identify areas for improvement and optimise your strategy.
5. Employee advocacy and engagement
Employee advocacy is a critical component of a successful employer branding
strategy. However, many organizations need help to engage employees in
promoting their employer brand.
To overcome this challenge, create a supportive environment encouraging
employees to share their experiences and achievements on social media and
professional networks.
Provide guidelines and training on effectively representing your company online
and recognize and reward employees actively participating in employer branding
initiatives.

6. Attracting top talent in a competitive market

With the increasing competition for top talent, attracting highly skilled candidates
is a significant challenge for many organizations.
To stand out in a competitive market, focus on showcasing the unique aspects of
your employer brand, such as your company culture, career development
opportunities, and employee success stories.
Invest in targeted job advertisements and social media campaigns to reach your
desired audience and highlight the benefits of working for your organization.
7. Maintaining a positive online reputation
In the digital age, maintaining a positive online reputation is essential for attracting
top talent. Negative reviews and comments on platforms like Glassdoor can deter
potential candidates from applying for positions at your organization.
To address this challenge, actively monitor and respond to reviews and comments
on various platforms. Address concerns and criticisms in a professional and
transparent manner, demonstrating your commitment to continuous improvement.
Encourage satisfied employees to share their positive experiences online to balance
any negative feedback.
8. Adapting to remote work and hybrid models
The rise of remote work and hybrid models presents a new challenge for employer
branding.
Organizations must adapt their branding strategies to engage with remote
candidates and employees effectively.
Promote your organization’s remote work culture by sharing stories and
testimonials from remote employees.
Offer virtual workplace tours to give candidates a sense of your company culture.
Ensure that your onboarding and training processes are tailored to support remote
employees and help them integrate into your organization seamlessly.

9. Measuring employer branding ROI

Measuring employer branding initiatives’ return on investment (ROI) is a common
challenge for many organisations.
With clear metrics, it can be easier to assess the effectiveness of your employer'
branding strategy and make data-driven decisions.
Develop a comprehensive set of KPIs to measure the impact of your employer
branding initiatives on your recruitment and retention goals. Utilise analytics tools
to gather and analyse data and share the insights with key stakeholders to drive
continuous improvement.
10. Balancing budget constraints
Budget constraints can significantly challenge implementing an effective employer
branding strategy. Limited resources may result in a lack of investment in
employer branding initiatives, impacting the ability to attract top talent.
To overcome budget limitations, prioritise employer branding initiatives with the
highest potential ROI. Focus on cost-effective strategies, such as leveraging
employee advocacy and social media, to maximise the impact of your employer
branding efforts.
11. Keeping up with industry trends and best practices
Staying up-to-date with industry trends and best practices is essential for
maintaining a strong employer brand. Adapting to changes in the market can result
in an outdated and ineffective employer branding strategy.
Regularly research and attend industry events, conferences, and webinars to stay
informed about the latest trends and best practices in employer branding.
Implement new strategies and technologies as needed to ensure your employer
branding efforts remain relevant and practical.
12. Addressing diversity and inclusion
Fostering diversity and inclusion is a critical aspect of a successful employer
brand. However, many organizations need help in implementing effective diversity
and inclusion initiatives.
To address this challenge, develop a comprehensive diversity and inclusion
strategy encompassing recruitment, onboarding, employee development, and
retention. Train HR and leadership teams on diversity and inclusion best practices,
and regularly review your progress to ensure continuous improvement.
13. Managing negative employee experiences
Negative employee experiences can damage your employer’s brand and deter
potential candidates. Addressing these experiences and ensuring a positive work
environment is crucial for maintaining a strong employer brand.
Regularly survey employees to gather feedback on their experiences and identify
areas for improvement. Address concerns promptly and transparently and
implement changes to improve the employee experience.
14. Coordinating Cross-Functional Collaboration
Effective employer branding requires collaboration between various departments,
such as HR, marketing, and leadership. However, coordinating cross-functional
collaboration can be a challenge for many organizations.
Establish clear communication channels and processes to facilitate collaboration
between departments. Regularly hold cross-functional meetings to discuss
employer branding initiatives and ensure alignment and consistency across your
organization.
To wrap up…
Employer branding challenges are numerous and varied, but business leaders can
overcome these obstacles and build a strong employer brand with a strategic
approach and commitment to continuous improvement.
Organizations can attract and retain top talent by addressing these 14 top
employers branding challenges, driving long-term success and growth.
Prioritizing clear communication, employee advocacy, and adapting to industry
trends and remote work are just a few of the critical steps required to create a
compelling employer brand that appeals to today's competitive job market.
By understanding and addressing these challenges, business leaders can
differentiate their organizations, position themselves as employers of choice, and
ultimately build a strong foundation for future growth and success.

9. How can technology improve your sourcing for employer branding:

-Use social media platforms
-Implement an employee referral program
-Use artificial intelligence (AI) and data analytics
-Create a talent community
-Showcase your employee value proposition (EVP)

10.Recommendations:
Based on the research findings and discussion, this section provides actionable
recommendations for organizations seeking to enhance their employer branding
efforts. These recommendations cover a range of areas, including employer brand
development, employee engagement strategies, talent attraction, and employer
brand communication. By implementing these recommendations, organizations can
strengthen their employer brand and improve their ability to attract and retain top
talent.

11.Conclusion:

As competition for high-quality talent gets stiffer, companies need to

take a proactive approach to differentiating themselves from the competition.

Organizations that successfully develop, market, and maintain an attractive

employer brand image put themselves in position to win the race for attracting and
retaining top talent in any economic climate.
That said, your employer brand is established in real-time, and it requires
maintenance, upkeep, and continued attention, even when things are going well.
Slack off, and you could lose control of your brand narrative, and lose the attention
of your target audience in the process.

References
https://resources.workable.com/hr-terms/what-is-employer-
branding#:~:text=Employer%20branding%20is%20the
%20representation,reputation%20in%20the%20job%20market.
https://www.cipd.org/en/knowledge/factsheets/recruitment-brand-factsheet/
https://blog.hubspot.com/marketing/employer-branding#examples
https://www.linkedin.com/business/talent/blog/talent-acquisition/employer-
branding
https://www.smartdreamers.com/employer-branding-conclusion
https://gohire.io/blog/top-employer-branding-challenges
https://www.linkedin.com/advice/3/how-can-technology-improve-your-sourcing-
employer-weocf?
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