BLOCK71 Yogyakarta was having a great discussion with Kartika Akbaria, Vice President, Human Capital & Corporate Affairs at Ruangguru with the topic “Employer Branding For Startup” on Tuesday, October 15, 2020. With more than ten years of experience in Human Capital fields, she shared insightful knowledge about Employer Branding Strategies in practice.
Kartika defined Employer Branding as a “Unique Scent” meaning that it’s not only something that we can see but beyond that, it is something genuine that we could feel about. The ability of a company to create the culture, values, and how the leaders or top management treat the employers. Thus, it builds the character of the company at the end of the day.
How important is employer branding? Precisely because of this pandemic, and the recruitment process is slowing down, it’s the best time to invest in employer branding. Employer branding is crucial to attracting top candidates. There are so many top candidates out there, but the company which is trying to attract them is also escalating twice as much as before.
As employer branding could make candidates see that the company has a unique character and genuine, also paying attention to the employers, it will remain on their mindset and could drive their decision making to apply to the company. Employer branding also secures long term hiring needs, by making sure that employers stay longer in the company, meaning that it could cut off the hiring cost and potential cost that is needed for hiring new candidates.
The process of building employer branding simply could be explained in three steps. First, create a talent framework. The Company has to discuss with the whole management about the company focus including vision, mission, meaning, values, and long-term target. Also the criteria of the talents they want to hire. Second, validate the talent framework. It could be done by doing mini research to the internal and external stakeholders, whether the criteria support the development of the company. Last, fully embed the talent framework into the business. The plan of people strategy has to be balanced with the business strategy or business result, and it should be measured by the metrics.
Who is the one who should build the employer branding? It is the executive level, supported by human resources for the internal, and communication team for the external.
Most importantly, happy employers reflect the employer branding done by the company.