In building a strong employer brand that is more than just a label, the first question to be answered is: ‘Do HR and Executive Management really create the conditions within the organisation that will attract, engage and retain top talent?’ The second question would be: ‘How can we positively influence the perception of these conditions among talent within as well as outside the company?’ To answer these questions HR could learn from marketing by adopting HR market analytics, which can provide insights to managing talent in a structured way.
Customers, shareholders,partners and employees need to believe that you can deliver. Not only today, but also in the future. The Top Employers Institute helps to answer both questions. The Top Employers certification program gives recognition and accreditation to a company for the HR policies and conditions that are created for their people. The Top Employers certification supports organisations in their quest to stand out as an employer of choice and to gain insight into their employee offerings. The extensive research provides insights to its employee conditions. Where do you stand as an employer in building the right conditions for your staff in order to increase the Return of Investment (ROI) of HR? For example measured by higher performance, lower levels of staff turnover or absenteeism? Research by the Top Employers Institute among the certified Top Employers worldwide provides information about what an employer of choice should deliver.
Certification as a Top Employer can give stakeholders the reassurance that the company can actually fulfil the promises it makes. As such, it is not only a powerful tool in attracting, retaining and engaging top talent, but it can provide the HR manager with the ammunition of HR analytics. This can be used to speak about what is important within your HR team and to get your topics high on the agenda of board and direction.
Developing and maintain high-value relationships with employees is about creating psychological, economical and social values, about personal values matching organisational values, about trust, and about offering development opportunities. All of these elements are included in the research undertaken by the Top Employers Institute and delivered by the Top Employers certification worldwide.
A strong employer brand is, of course, much more than a label. To attract and engage the top talent, your offer should be in-line with the benefits, culture and opportunities that you actually deliver. Only by truthfully maintaining and developing the high-value relationship with employees are you able to achieve the desired results. Most of all, branding is all about trust.
