Employer branding definition Assignment Example | Topics and Well Written Essays - 750 words

Employer stigmatisation definition - Assignment ExampleEmployer branding that had begun as an innovative advertising medium for organisations has now become an essential part of organisational strategy. Ambler and Barrow (1996) define employer branding as the package of functional, economic and mental benefits provided by employment and identified with the employing company (cited in Barrow & Moseley, 2005, p.xvi). Ambler and Barrow (1996) assert that employer branding helps in focusing on organisational priorities, increasing productivity, astir(p) recr4uitment, retention and commitment. This discourse explores different factors that necessitate employer branding and its benefits. A valued employer brand is preferred to coin in current economy. Employers establish credibility by means of branding by adopting a myriad of practices and approaches, which includes a component of alignment of organisational values with HR strategies like employee satisfaction, employee motivation, tr ust, innovation, improved performance etc. Besides educating potentiality employees of the organisations policies and establishing a good image, employer branding also aims at employee retention by adopting practices that educate employees of organisational goals and commitment towards employees. Employee retention is extremely important for organisations because of the term and costs invested in employees recruitment, training, and other facilities. It is also important to save employees from competitors that atomic number 18 constantly looking out to attract the best talent through money and/or other benefits. It is generally recognized that intellectual and human capital is the foundation of competitive advantage in the modern economy (Berthon Ewing & Hah, 2005, p.152). In this perspective, reflect sculpting has emerged as a path by which people are matched to the jobs thereby giving considerable significance to their deeply embedded life interests. This way, organisations pr ovide opportunities to their employees to come career goals of their interest, a great way to retain people (Findlay, 2008). Technological advances are driving employers to continuously seek innovation and higher expertise in order to tackle the global and local competition. Globalization has resulted in substantial decrease in available skills in the local markets this has strengthened the need for employee retention, which organisations are achieving through employer branding. A comprehensive program for employer branding is the total reward system in which HRM entails a wide competitive proposition as certain by Towers Perrin. This four-quadrant model comprises of transactional rewards and relational rewards. Transactional rewards are given to employees in relation to pay packages and benefits like pensions, holidays, healthcare etc (Armstrong & Brown, 2006). This is a comprehensive framework for implementing effective employer branding proposition that facilitates employee ret ention and also motivates employees through engagement, learning and development thereby enhancing employee commitment and organisational performance. Moroco and Uncles (2008) conducted a qualitative research to assess characteristics of successful and unsuccessful employer brands this weigh identified certain HR metrics, employment experience, and alignment between HR and marketing as the core indicators for successful employer branding. HR metrics graded against perseverance standards or number determine success of employer brand include percentage of job offers accepted number of applicants per role average length of tenure average staff turnover and level of staff engagement. Considering employment as a product offered to employees, their experience with employment is dependent upon organisations culture, policies and processes. Further, marketing and HR functions play a significant role in providing the best employment experience through psychological contract between employ ees and the organisation. From HR perspective, employer branding assist in job satisfaction, employee motivation, employee