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Back in 2001, 40% of more than 130 leading U.S. companies said they are engaged in the development of an employer branding, or – HR-branding. 12 years HR-branding actively developed in the West and at the moment the meaning of the term is more than 60%of employees associated with company branding, and 40% of non-specialists. Companies like Google and Apple are well aware, the benefits in attracting “stars.” They had learned to do so in order to better themselves come to them to work, and not trying to get experience and leave the company.
In essence, HR-branding – is a continuous work to integrate brand into the personnel staff or vice versa into the brand, which continues throughout company's life. It solves the same problems as branding – that is, serves to increase business efficiency and increase profits, but the tools are used for staff management. This is consulting, aiming to create a unified vision of the company, staff brand, and awareness of belonging and value for the company to achieve brand.
Some of the most common misconceptions about HR-branding are represented below:
Misconception 1: The purpose of HR-branding – is to attract staff
This is not entirely true. Any recruitment agency can find a “star” for your company. But the selection of talent would have no meaning if the company is not perceived as a strong and coherent brand. And attractiveness of the company for a potential employee – it's not the purpose of brand. After all, everyone who starts work at a company trying to realize how true their understanding and whether to be consistent with the company values. The ultimate goal of HR-branding – improving efficiency of the staff, but without “corporate grind” when in 5 years, not the most stupid employee becomes a dull nothing motivated and passive office plankton. Company should include those people whose values coincide with the values of your brand.
Great example – recruitment video from Twitter, its creators had a good laugh over all the clichés of corporate culture – having said that T-shirts with the logo of the company, free computer, corporate entertainments and employees who allegedly be friends forever, it is not what you need. But clearly given to understand that it is valuable to the company, saying: “Future is you!”
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