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  • Understanding Employer Branding as a Tool to Face the Crisis

Understanding Employer Branding as a Tool to Face the Crisis

09 September 2020

Wednesday 26 August 2020, 15.30 WIB has become the kick off of the HR Webinar Series for BDO in Indonesia. At the inaugural event that was carried out with BDO Malaysia, it was discussed in a cooperative, solution, and applicable manner regarding Employer Branding: in times of crisis. According to Arina, BDO's Head of People & Organization Service in Indonesia, this theme was raised because in addition to the COVID-19 pandemic that is currently hitting, it is also because there are rarely seminars / webinars related to the theme. So she hoped that this webinar will be able to become an oasis in the middle of the desert for business and HR practicioner.

This webinar presents Bonnie Tham as the Malaysian BDO subject matter expert, Bonnie and the team have applied corporate branding to BDO Malaysia and have had a tremendous impact on BDO. At least BDO Malaysia has won the choice of award for 2 consecutive years 2018 - 2020. The award was given to companies that perceived  by students as a suitable place to develop a career and earn.

Bonnie opened the session by explaining that employer branding is all about answers from question “how do employees see you as an organization?”, Further, she stating that the employer's brand is the responsibility of only the HR team, but also the CEO and the Marketing team. This is because employer branding is a whole concept, which is related to the employee value proposition (EVP) which must be maintained in all managerial level and communicated constantly to people outside the organization so that it becomes a brand. To explain more concretely and more applicable, Bonnie presents a case study discussed together.

From Bonnie’s view there are at least 6 steps in the journey of building an employer brand, First (1) Finding our differentiation (EVP), second (2) Building relationships with stakeholders, third (3) Moving to digital media, fourth (4) Curating content to the brand story, pain (5) constant communication, and sixth (6) Improve team capabilities. It was also explained that (from the case study) employer branding can provide benefits to companies, including High quality applicants, recognition from others, & employee retention. In a pandemic situation, Bonnie assumes that companies need to take at least four (4) steps, first (1) Virtual employee engagement, second (2) virtual engagement with the talent pool, third (3) strong talent pipeline, and fourth (4) Support client during the crisis.


Watch the webinar video:

 #Part1: What is Employer Branding

#Part2: BDO in Malaysia Case Study, Recruitment Challenges

#Part3BDO in Malaysia Case Study What they have done thus far

#Part4: BDO in Malaysia Case Study, Positives outcome From Employer Branding

#Part5: Employer Branding During The Crisis

#Part6: Q&A Session


Read other related articles:

The Importance of Employer Brand for Efficiency in Hiring

Role of Employee Value Proposition to creating Employer Brand