Understanding “employer branding”: Double the challenge in the staffing world

It’s getting a lot of press: “Employer Branding.”

Business jargon. But really, what is it?

In one word: reputation.

In the staffing world, employer branding stands as a unique reflection of the partnership that develops between a firm like Garnet River and the organizations for whom we provide staffing services.

In the staffing world, employer branding is clearly different; you might call it “employer branding squared.” Why “squared”? Because there are two organizations with a reputation on the line.

Consider this. Garnet River interacts with highly qualified candidates and high-quality organizations, as they work together to identify what they consider the perfect fit. And in every one of those interactions, Garnet River’s reputation—its “employer brand,” as viewed by those highly qualified candidates—is on the line. Once that perfect fit is made, the high-quality organization’s reputation, again, its “employer brand”—is on the line.

And this could be the key factor influencing the synergy that develops between Garnet River and its partner organizations. IT IS why Garnet River considers them partners, not just customers—because our fates, in a sense, are intertwined. Our mutual reputations, our employer branding, will rise and fall on maintaining a consistent level of employee satisfaction among the same pool of employees.

In light of all this, Garnet River has developed a set of basic practices when dealing with employees, and it seeks to build business relationships with organizations that adhere to the same fundamental principles:

• Whether you know it or not, your organization has an “employer brand.”
• Talent acquisition is the cornerstone of a business.
• Stability in the workforce raises profitability.
• Reputation influences both recruiting and retention.

Long story short—“employer branding” cannot be disregarded if a company is to succeed. So what are the factors that generate a positive reputation among those highly qualified candidates we mentioned above? How do you develop a positive “employer brand”? We emphasize the following:

• Maintain a “team atmosphere,” not cutthroat competition
• Diversity means not handcuffing your decisions with prejudice
• Compensation should reflect a commitment to fairness
• Opportunities for advancement should be evenhanded and open
• A well-rounded life leads to productivity in the workplace

Follow these guidelines, and you will see your company thrive. A positive reputation among employees leads to a better product or service. A better reputation among consumers leads to increased profitability and success.

In staffing, it’s “employer branding squared.” Understanding this has built Garnet River, and it’s given us the satisfaction of watching our clients thrive.

To learn more about how collaborating with Garnet River will help to build your organization, contact us today!