If You Haven't Built Your Employer Branding Yet, Now Is the Time

Over the past few decades, there has been much talk about how important it is for organizations to develop their employer branding, a concept that involves developing the value proposition that a company offers its current and prospective employees and that integrates a positive reputation as a job-creating company into its identity.

Employer branding goes beyond a simple definition, as it involves developing organizational strategies for the company to gain recognition as a great place to work and as a good employer. As a result, it is more likely that individuals will view the company as their best option for professional growth and now, in the wake of the pandemic, as a place where they can find a good balance between their work and personal life without compromising their physical, mental, emotional, or even financial health. Employer branding also aims to determine how a company is perceived in the market, which can be counterproductive for companies that have not developed or, worse, have a deteriorated employer branding.

Companies must create their employer branding strategies around these issues, particularly in US-based organizations where there has been a wave of resignations. While this is not necessarily true in Mexico due to a job shortage, the fact is that top talent may choose to look for jobs that offer more and better benefits, such as working from home or a hybrid work model, as well as other flex benefits, which are now essential, compulsory, and expected by existing and future employees.

Employer branding must not only be powerful and positive but also flexible to adjust to the new normal. In addition to retaining the best employees, the goal should include attracting highly qualified candidates for a particular position, who possess the skills and qualifications that a transformed organization requires, who uphold the company’s values, who can contribute with their professionalism and experience, and who are willing to choose you from the pool of available job options.

What do employer brands look like as we leave the COVID-19 pandemic behind?

The first step in developing an employer branding strategy is to define the company's vision, mission, values, and organizational culture. These factors can then be adjusted when returning to the workplace based on the changes experienced by both the company and its employees.

But most importantly, an employer branding strategy must include a value proposition, which will certainly need to be fine-tuned as companies respond to employees' changing needs.

A truly successful employer branding strategy must include a human approach that puts employees at the center of all decisions, focuses on their overall well-being, and acknowledges their contributions to the organization's success. With employees now familiar with the benefits that working remotely has on the balance between their work and personal life, the return to the workplace must include the option to work from home, a proposition that must be clear for new and future employees.

Furthermore, the employer branding proposition must include flexibility, a factor that has now become essential. Flexibility is something that current and future employees will search for, from how work is performed and objectives are met, to how benefits or compensation are tailored to each employee's specific needs.

Lastly, we must always remember that employer branding can be accompanied by an organizational strategy with two approaches. While it is important to meet recruitment objectives by finding ideal candidates through digital job boards, social networks, and other means, it is equally important to always keep in mind that your existing employees are your best ambassadors who can have a positive or negative impact on your reputation as an employer.

*The author is the CEO of OCCMundial, the leading online Career Center in Mexico. Before undertaking this position, he was the CFO and COO of OCCMundial. Over the last decade, the company achieved a very significant business expansion under his leadership, as well as the incorporation of OCCMundial as part of Grupo SEEK. Ricardo Rodarte is a Business Administration and Finance graduate from Texas A&M University and holds a certificate in Business Accounting. Before joining OCC, Rodarte worked with Procter & Gamble, in the finance department, and with Cargill, in the comptrollership and new business development department.