Excellent employer brand can bring rich returns to enterprises.

Excellent employer brand can bring rich returns to enterprises.

Employer brand is the embodiment of the emotional relationship between employers and employees.

? Employer brand? This word is still a little strange to domestic enterprises. Many HR think that the employer brand is just the ranking on the list of some employer brands, and only need to increase advertising investment and promotion, which has not been put on the strategic agenda of the human resources department. However, Xu Xing, the customer director of Jipin Technology, who has been engaged in enterprise employer brand management for a long time, told us that employer brand is an emotional relationship between employers and employees, which is widely spread to other stakeholders, wider social groups and potential employees. Through the establishment of employer brand, employees' feelings and experiences in enterprise work are integrated with enterprise goals and values. This brand experience is good for both inside and outside the enterprise. The employer brand is actually the true projection of the enterprise as an employer. Of course, this prediction may be positive or unsatisfactory. Therefore, it is necessary for enterprises to carry out in-depth management of employer brands, tap the value proposition (EVP) of employer brands, connect with the current situation of employer brands, and finally establish the goal of hiring or retaining talents in line with the current stage of enterprises.

Excellent employer brand can bring rich returns to enterprises.

Every enterprise attaches importance to enterprise and product brand because it is related to its own income, but employer brand is often ignored because many enterprises have not found its relationship with business performance. In fact, an excellent employer image, just like an excellent product brand, can not only enhance the market competitiveness of enterprises, but also bring rich returns to enterprises.

First of all, employer brand is the embodiment of the emotional relationship between employers and employees, which determines employees' job satisfaction, cultural identity and sense of responsibility in the enterprise, and these factors will directly affect the quality of every link from product development to after-sales service. Therefore, employer brand is the cornerstone of enterprise's competitive advantage; Secondly, excellent employer brand is a banner of human resources market, attracting talents to join and enriching the talent pool [2.800 0.00%]. Through the establishment of employer brand, it can convey all-round information such as corporate culture and values to potential candidates, attract more talents who agree with corporate culture, and reduce the adaptation risk between employers and employees; Thirdly, employer brand can also bring cost advantages to enterprises, such as the reduction of recruitment cost, talent replacement cost and salary cost, and the retention cost of core talents also has considerable advantages. In addition, employer brand, as a part of enterprise brand, is a valuable intangible asset in the human resources market and even the product market.

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