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  • The Importance of Employer Brand for Efficiency in Hiring
Article:

The Importance of Employer Brand for Efficiency in Hiring

09 September 2020

Have your ever heard the term “Employer Brand”? In Employer Brand Leadership: A Global Perspective, Minchington describes employer brand as "The image of your organisation as a 'great place to work' in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). Nowadays, technology has changed the way how people look for jobs. The candidate journey isn't simply a job seeker finding your job and applying. This is especially true of the best candidates - they want to research a company and build a relationship with it over months before applying for a job. This creates a dynamic where companies who invest in employer branding are seeing lower cost per hire and time to fill.

Now we know about “Employer Brand” and It’s importance. The question now is how we implement it in our company. To answer this question, let’s learn from what BDO in Malaysia have done to build their employer brand that they shared when collaborating with BDO in Indonesia in HR Webinar Series 1: Understanding Employer Branding as a Tool to Face the Crisis. At the beginning of the process, they face unique challenges for a public accountant firm such as: (1) They are in an industry known with notorious a deadline; (2) Strong big 4 brand globally; (3) Limited dedicated resources; (4) Talent War from start-up and gig economy.

To face these kind of challenges, we noted there are several key activities that companies need to do to build employer brand: 

1. Renewing & Refresh EVP

Companies have to carry out updates on the organisation's EVP. They need to emphasises on People, Development, Recognition, Purpose as the values ​​that are promised to those who work with them. This refreshment is considered to the characteristics of the industry and the aspirations of the people.

2. Building rapport with stakeholder

Stakeholder in the case of employer brand for most companies is the Higher Education Institute because we are targeting students to become our talent pool. From of this collaborative relationship opens opportunities for us to provide lecture series from practitioners, job offers, internships, etc. This process helps us to communicate EVP to our potential talents to create a brand.

3. Moving to digital media

Since the market is moving towards digital, companies have to embrace it in attracting talent. Content in the form of motion graphics is more preferred while printed articles are starting to be abandoned. This initiative will help us to stay connected to its talent pool which is also moving to digital.

4. Curate content to Brand Story

After communicating our EVP, we have to create an authentic story about how this EVP impacts the lives of the people in the organisation. The stories can be created by staff and then published in the form of videos and articles.

5. Constant communication

In the stages where employer brand has been formed, efforts are needed to maintain and improve it. This is where constant communication is needed. Communication is built internally to all level management and externally through career pages, social media platforms and external media platforms.

6. Upskill the team

As the motor of employer branding, our people and culture team are given the opportunity to improve their skills, especially those related to the demands of employer branding such as writing wonderful stories, digitising content, etc..

After these employer branding activities, BDO in Malaysia began to "harvesting the fruit". It becomes favourite choice for the fresh graduates . The applicants' average GPA was higher than in previous years. They are also students who often win awards, and of course come from universities with good standing. From business perspective, BDO in Malaysia began to be recognised as the Big 5 company in the financial industry. In Malaysia, they were awarded the Malaysia Graduate employer & graduate choice award, and received positive testimonials from Glassdoor & Facebook. Internally, several staff who resigned last year returned to BDO and there was a decrease in turnover ratio from the previous period.

From this case, we have learnt that employer brand has great impact for companies. Strong employer brand not only attract best talent and retain employers, our image as business entities will also be elevated.  So, what are your waiting for? Start your employer branding activities now. Should you need the guideline or advice regarding this matter, kindly contact our Human Capital experts.