雇主品牌的优势

摘要：雇主品牌是如何帮助组织实现其目标？ 雇主品牌的主要优势包括其情感利益，经济利益，增强招募，让员工感觉到自己的组织或公司是他们最好的选择。

关键词：雇主品牌 员工最佳选择 优势

1. Emotional Benefits

People’s emotional attachment to their employer tends to be driven by the value they derive from the total work experience, including the inherent satisfaction they derive from the tasks they perform, the extent to which they feel valued by their colleagues, and their belief in the quality, purpose and values of the organization they represent. (Barrow and Mosely, 2005) It is more like a psychological contract and people show more engagement and commitment to perform and achieve their results.

2. Financial Benefits

In the 2003 CIPD report, Martin and Beaumont argue that ‘branding has becomes the critical source of competitive advantage for many organizations’’ and that HR practitioners ‘have much to offer in the branding process’. (CIPD, 2003). They argue that employer branding activities help to increase the quality and loyalty of staff in order to leading better organizational performance. Consequently employee and employer branding increase profits and market share.

3. Recruitment

The application of branding principles to human resource management has been termed ‘employer branding’. Research has highlighted the recruitment of employer branding. A survey from CIPD (2008) mention that employer branding is increasingly cited as critical a factor in the war for talent. Research from the CIPD shows that around three-quarters (75%) of organisations use employer branding as recruitment tool and believe it is effective. According to Fernon (2008), the CIPD employer branding conference reflects the growing importance of employer branding in creating competitive advantage for businesses. Successful employer brands improve organizational performance in the key business areas of recruitment, employee retention and engagement. It is also important to remember that being an ‘employer of choice’ is not only about recruiting the best talent, it means engaging current employees to ‘live the brand’ resulting in amore productive and loyal workforce.

A strong employer brand attracts better applicants (Collins and Stevens, 2002; Slaughter et al, 2004). Taylor (2005) defines recruitment as a positive activity that involves employers selling themselves to individuals in the labour market. A further definition offered by Newell (2005) talks of attracting people who will make a contribution to the organization through a role or job.