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TALES OF EMPLOYER tactics to hire and retain staff are many and varied, especially in a labour market struggling to recruit the right people with the necessary job skills.

While attractive salary packages, signing-on bonuses and the promise of career development are among the most prominent incentives, employer branding is also becoming a technique for luring talented people and keeping them.

A main goal of employer branding is to change the perception and experience of a company's target audience. This can include prospective hires and present employees. The aim is to convince job seekers and employees that a particular company is the best place to work. It is not the process or the report, but results leading to lower recruitment costs and a team of more engaged staff that defines success.

JWT Employment Communications helps companies implement their employee branding strategies. Managing director Lily Siu, a speaker at the conference, said many organisations were struggling to identify what employee branding meant.

'Employers need to become much clearer and consistent about how they manage their staff and what they want from them if they are to make the most of their employer brand,' Ms Siu said.

By creating a unified feeling among employees, organisations are in a better position to effectively communicate a positive message to clients. Effective employer branding could also help promote good customer service and a consistent message throughout a company.

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