Evolved or Invented : Employer Branding
The employer branding as a concept sounds as a global import. More or so because of the practices and methodologies attached to it in the current context. In reality employer branding in any economy is as integral and deep rooted as the economy itself. Indian psyche was and to large extent is that government employments are the best. Couple of decades ago a highly regarded business group came out with advertisement saying we provide best hospitals, township, education and community services. In the end advertisement would say that we are also number one in steel manufacturing. So employer branding in India has existence since the employment itself.
So what is new? Well concept may not be new but the study of the journey of “Employer branding” is very interesting. Tenets of employer branding very truly reflect the socio-economic state of the country. 68 years ago when India became independent the economy was largely agrarian with manufacturing in early growth phase. The state policy had a visible socialist bent, with most of the country’s capital base being owned by the state. This meant lesser entrepreneurship and more working class. This was reflective in the tenets on employment branding such as job security, fair wages and safety. One would say that even today the tenets are the same.
So what has changed? Well tenets may be the same but their definition itself has changed. It started from a point where professional took pride in saying “ I gave my life to one organization” then with economy becoming mixed ( from agrarian to the one where the manufacturing became main contributor and the service sector in growth phase) and access to capital started reaching professional the same statement became “ I gave life to an organization”. Today when economy is getting more and more globalized, access to capital (domestic or FDI) growing, availability of skilled work force improving, professionals equipped with global education and experience and service sector nearing 60% of the GDP the statement of pride has become “ I gave life to many organizations”. The power statement of the professionals has become Serial entrepreneur,Evangelist, Tech or Management Guru.
So what it means in term of employer branding? While the tenets may be the same but their definition today is all together is different.
Job security’s definition of doing the similar job for entire professional life has changed. Today job security means access to top global skills and technology which keeps professionals relevant to the market. They want to learn and experience what they have not done yesterday. Fair wages’ definition of rewarding contribution most competitively has changed.
Fair wages means share in the value created. Professionals today want to work in a setup which has basic job security and maximum entrepreneurship. They want their share of success thus stock options, RSUs and equity has become deal clinchers as every else is paying market wages.
Safety’s definition of work place free of physical hazards has changed. Today safety has altogether new connotation. Today safety goes beyond physical and it is in process of encompassing mental and emotional well-being. A hazard free environment is replaced with discrimination or harassment free work environment.
The crux is that employment branding and its tenets may remain same but their definition changes with every day. Organization that understand changes and adapt to them will remain on top of their game. So it is important that organization should take employer branding as integral part of their cultural and value system rather than marketing exercise.