HRO Today November 2014 - 44

HRO Today Research
Building Blocks of
Employer Brand
Up your talent game with these branding strategies.
By The Editors
Ten years ago, few human resource executives gave much
consideration to the employer brand. Today, as markets
become more sophisticated and high quality talent is
more diffi cult to fi nd, HR leaders now realize they can't
simply rely on a strong consumer brand to recruit skilled
individuals. Organizations must seek out the human capital
that will set their companies apart, speak specifi cally to
the career desires of these target candidates, and then
effectively tell the story of what it's like to work for their
organizations.
Forward-thinking organizations understand the need
to leverage all possible means to attract and retain top
talent. Services like Glassdoor have illuminated the power
of the employer brand and its attractiveness to potential
employees. Nearly eight in 10 employers cite employer
brand as important or very important. It is pivotal for
organizations to build a business strategy around the
employer brand to land superior candidates. According to
the U.S. Department of Labor, the average cost of a bad
hiring decision can equal 30 percent of that individual's fi rst
year potential earnings. Most organizations spend less than
[44]
HRO TODAY MAGAZINE
| NOVEMBER 2014
10 hours with a job candidate before extending an offer of
employment. Yet, they will end up spending more waking
hours with this person at work than they do with their own
families at home.
" Ensuring that you have a clear reason for potential
employees to come and work for you is key, " says Kimberley
Hubble, Hudson RPO's global RPO leader. " There is a clear
understanding in business today that exceptional talent
will always looks for organizations that are in-line with
their values as well as the career progression that they want
for their future. If a business is unable to articulate and
promote the benefi ts of working for them, then its ability
to attract these exceptional employees is limited. "
An employer brand can be the fi rst opportunity to allow
potential applicants who don't fi t your organization's
culture to opt out. With a clearly identifi ed employer
brand, organizations ensure that candidates have a solid
cultural fi t, encouraging greater productivity, increased
levels of engagement, higher rates of retention, and
superior bottom-line results.

HRO Today November 2014

Table of Contents for the Digital Edition of HRO Today November 2014

HRO Today November 2014 - 1
HRO Today November 2014 - 2
HRO Today November 2014 - 3
HRO Today November 2014 - 4
HRO Today November 2014 - 5
HRO Today November 2014 - 6
HRO Today November 2014 - 7
HRO Today November 2014 - 8
HRO Today November 2014 - 9
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HRO Today November 2014 - 11
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