Companies typically view the benefits of employment branding to be talent acquisition and recruitment, but they run much deeper. The ultimate goals are increased revenues and profit margins.
Your employment brand faces both outward to prospective hires and inward to current employees. However tempting it may be to focus your time and money on acquisition, it’s critical that you continue to cultivate relationships with the employees you already have.
A well-defined employment brand aligns employee and management expectations so that promises made during the hiring process are delivered.
This continuity is crucial to retaining employees and fostering a productive work environment. Disconnections between expectations set during the hiring process and the actual employment experience have a significant effect on employee morale. When promises are kept, internal brand is strengthened with a confidence that permeates outward.
When expectations are met, employees are happy. This increases productivity, impacts the bottom line and keeps them committed to your company over the long term.
When employee retention is strong at your company, HR dollars can be focused on internal cultivation. With the need to recruit and hire reduced, your internal communications and incentives can be developed, resulting in even greater retention and internal cohesiveness.
When promises are delivered, your internal and external brand promise will be strengthened and delivered consistently to contacts. If management delivers to employees, employees can deliver to customers.
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