In today’s competitive world, every company tries to have the best talent. This is the reason that it has become extremely difficult for the employees to get into a company. But as for the best talents from the high-profile universities, companies have to come up with exciting packages to ensure that the highly talented party can become part of their operation. So in the current research, an employee brand is what draws the employees to a company. It’s actually an image the company makes of itself in the minds of many that it’s the best place to get started. An employee brand creates a sense of belonging among people and this ensures that employees play an integral role in achieving success. Hence, one can say that an employee brand is the value of a company that exists in the company. Hence, one can say that in the current scenario, one of the goals of a company is related to employee branding. This goal is to achieve customer satisfaction where the customers are none other than the employees themselves. One can also introduce employee branding as one of the core values of an organization. The companies that this research has seen to have a good image in the market are the ones that also have a good degree of employee brand attached to their name. The most important question to answer regarding brand employer building is that the company needs to know what they are and what their vision is. In addition, they must now also meet the expectations of the stakeholders. (Mangold, 2004)
Internal representation of employee branding
One must be able to define the meaning of employee branding for the company. Remember that employee branding is actually the image of an organization to the people who work in the organization. It is this reputation that the companies make of themselves within their premises, which is also carried out to the passive candidates, the clients, the clients and also others who are affected by the company’s procedures. Hence, it can be said that within the company the employee branding is done to attract the employees, and also for their later retention in the coming time to improve the image of the employee branding of the company. Each country’s management must understand a very simple fact that it cannot put a narrow focus on employee branding. If this were to happen, it would be just a departmental project and would not have had the right to be part of the company’s overall business strategy. Another fact should be clear that if employee branding is only considered part of the recruiting process and then in the backseat, there will be too many absenteeisms with the result that there will be regular resignations. (Turning Staff into Brand Ambassadors, 2009)
Importance of defining employees’ brand goals
Any activity that occurs regularly in a company requires a definition for subsequent planning. This is because once the objectives were set, the company would certainly save a lot of money and time in the process that is carried out in the final stages. We are all aware that every business has different life cycle stages and objectives at different times. Thus, defining employee brand goals could be helpful at all these stages of the company’s life. For example, one could be to set up an employee referral program. These employee branding goals could be to integrate the culture of two companies in the process of merger, or to reduce employee turnover, increase staff volume for a period of time, quality training to improve. of the employees, and also to update the career section on the websites to ensure that the company can convey the idea of employee branding and the importance it has in the organization. These are all cases that must be defined in regards to employee branding for better implementation and subsequent success of the company. (Pickard, 2009)
Relationship between Employee branding and marketing and communication
A company must define ownership of a brand strategy in order to reach the consensus and also to ensure that the country’s employees remain united in their way. A company’s management should always be at the forefront of driving employee branding through education on the premises of the organization and also through awareness raising. There are certain employees who stand as unconditional and do not need general motivation. But for most organizations it is a long-term and also strategic attempt at talent management. These strategies are designed to attract, keep busy, prevent absenteeism etc. And these strategies can only be realized through a collaboration of the employee branding department with the marketing and communication department. For example, the marketing and communication departments can be extremely helpful with analysis via websites, but also with segmenting the target market. Research says that where this collaboration remains weak, there is sure to be a big battle, or delay in the projects or even creativity can be minimized to a great extent.
Modes to discover the employee brand
One can develop an employee branding strategy by understanding the culture followed in the organization, the job experiences of candidates, the drivers of talent, external perspectives of the organization, vision of the organization, the leadership issues and also the management practices. If a company focused in these areas to discover its employee branding, it would be able to create a construction of its messaging platform that would have the characteristics of the most authenticated, convincing in nature and also of prestige. This systematic procedure would also be perfectly embraced in the internal organization. Otherwise this would also improve the external reach of the organization.
There are also several ways to implement the employee branding development program. These are both quantitative and qualitative research. This can be in the form of focusing on groups, conducting interviews with leaders, as well as meetings and seminars. One can also collect competitive information. If the company also wants to develop externally, it can check the company’s online reputation to find out the organization’s opinion of what is being said about them on the internet through the blogs or some social networking sites like Facebook and orkut.
Role of the CEO and higher authorities in employee branding
It is extremely important for a company to have top management talking about the employee brands in the early stages of its development. There is an institution called the Employee Brand Institute, which suggests that it is very positive for a company’s future prospects to get involved with key stakeholders in this field. These problems can include the following:
* Support employee branding in the development of the business strategy
* The culture of the organization and its consistency around the world
* The perception of the organization both internally and externally
* The communication channels for bottom-up and vice versa
* The most critical success positions and the extent to which the company has achieved this
* All of the above may relate to employee attraction to the organization, commitment to achieving organizational goals and finally, removing absenteeism policies from the organization and achieving maximum employee retention (HR Faces 2002 Challenges , 2002)
Meaning of the employee’s brand
Many researchers have argued that despite following all the hallmarks of employee branding, companies generally view it as a shortcut to getting the best talent in the environment. Many companies also join advertising agencies to market the branding of their employees, even if they don’t actually practice it. These are some of the activities that are totally against the highly valued meaning of employee branding. It is often said that if you take good care of your guests, there is a good chance that the guest will become yours and remain loyal to you. This is followed by organizations such as Google and Marriott. Every organization must understand very clearly this fact that the core values of the organization are determined by the degree of being productive and responsive to the customers. In other words, it is a common belief that if a company takes care of the people it affects, these people would certainly take care of the company. Today’s competitive world teaches a very simple concept, which is that every profit is mutual. Along with the services, it is a company’s employee brand that it should deliver in order to get the best possible return.
Implementation in the UAE
Employee branding has reached its peak in the UAE. You can see that every now and then there are new entrants in every major organization. For example, if one looks at the country’s statistics, more than 80% of the population is that of the expats. The level even rises every now and then. To make ends meet in the country, the working atmosphere has to be very good and it is also required that the companies offer many opportunities for the candidates. Both characteristics that the employee brand depends on are closely followed in UAE.
Employee branding and tourism in the UAE
The ceaseless development of tourism in the country is based on a number of reasons. There is a fully integrated system that is responsible for this. The country would never have had the same number of tourists, just with the advancement in the infrastructure itself. There are many other reasons for the same as well. These reasons include the application of employee branding in some of the famous companies in UAE. Alshamel Holidays is a very famous name when it comes to tourist planning in the country. The company has achieved its success because the employees are very satisfied with the processes followed by the company. The company has attracted the employees not only by giving exciting packages in terms of money and the other extra incentives, but also by the motivation practiced in Alshameel Holidays. The organization connects more than 45,000 hotels across and above; this strong network is maintained by people working everywhere.
The difference the company has from other holiday design organizations such as Al-Futtaim is that the company has built an image of itself that cannot be emulated in the market. The company has used its employee branding strategy as part of the organizational goals discussed in the first section. There are many companies looking forward to hiring the kind of employee collection that Alshamel Holidays has to offer, but the only difference is that they have used the false meaning of employee branding as mentioned above. Many tourism companies only guarantee a democratic leadership with a flat organizational structure in which the employees can also have their say in making strategies. This is actually followed in the organization of Alshamel Holidays. Each seminar held to develop strategies to attract new tourists is also attended by the other employees whom the company believes will make an appropriate contribution. This also creates healthy competition between employees and further develops employee branding. Once again we see that mutual benefit plays a major role. In this way, the prospects of the company and the morale of the employees increase.
Employee branding and real estate in the UAE
Few of us have escaped the fact that the UAE real estate industry is among the best in the world. Again, there are many reasons for the same. The country has seen some of the nest structures it wouldn’t even have dreamed of in the past. Where did all the skill come from? Every real estate company in the country follows the principle of Employee branding. They know exactly where they are and what they want to become. Not only this, they are also special in giving the employees all the benefits they deserve and even more about the success of the business. Whichever company does that, has an image for employee branding and where this is not possible, things are different. A citizen of the UAE must have heard the names of Emaar Properties and also Emirates Property Investment. The two companies are the representatives of the real estate industry in the country. They are responsible for creating the tallest building in the world, the largest shopping center in the world and also have a reputation for housing the largest number of people in the world. It is not just a matter of coincidence that this has been realized. The companies have the best employees a real estate company can ever have. First of all, their recruitment policy fully implement employee branding.
The employees are attracted by the already created image of excellent working conditions within the company. They also receive the best packages and incentives while working in the country. But for most other real estate companies, this is the end of the employee branding they do. In most cases, the companies don’t even follow the remuneration policy they promise. This is why, despite the exceptional success of the real estate business in the country, very little is actually known. Here, too, we see mutual benefit from employers and employees. Once the old employees put down old companies, they move on to companies like Emaar and Emirates Properties. In this way, the latter companies also have an idea of the competent strategy that is being made. One of the best ideas about employee branding followed by top management in Emaar and Emirates Properties is that they always meet in person with the employees to follow the goal of attracting and retaining. In this way, even the level of absenteeism and first resignation is prevented. The best thing is that the top management also follows the ides of employee branding with regard to the work experience of the employees and also the talent they are capable of. They leave no stone unturned to motivate employees when needed. The two companies are also very concerned that they have an excellent external image. It is like that because; the entry of employees is strongly based on the same. (Warren, 2009)
Branding and hotel industry employee in UAE
We’ve all heard about the Hilton Hotel in the UAE and the Le Meridian hotel in Jumeirah Beach. These are some of the best hotels that even middle class tourists can settle in. Not everyone in the country has the privilege of paying for Burj Dubai. But when it comes to making a profit, the two hotels are not far behind Burj Dubai! A very important reason for this is the applicability of Employee branding in the two hotels. Even during seasons when rates are reduced, guests are treated in the best possible way. The two hotels believe in the principle that if a hotel takes care of the guests, the guests also take care of the hotel and are an integral part of it by being loyal in the future. This certainly cannot happen without the significant contribution of the hotel staff. The staff at Le Meridian and Hilton Hotels in the UAE are recruited from some of the best hotel management institutions in the world. The credibility of the staff is so great that they can also be recruited into hotels like Burj Dubai and that too with higher salaries in the beginning. But what keeps them about the said hotels is the amount of care that top management takes for them.
Not many employees are given the option of choosing their own suitability of duty hours. These hotels are some of the only exceptions that allow this. It often happens that even the senior officials are willing to assist the staff in additional critical situations. This not only gives the employees a sense of trust, but also makes them loyal to the hotel in question in the future. The two hotels are so concerned about their staff that they continue to conduct their interviews and also participate in observations to see whether the leaders are behaving ethically or not. Much to the surprise of many leaders, the hotels also act against the leaders who do not change staff favorites. Even though it reduces the power to control, the company ensures that the results are very close to what is happening in practice. Another principle of employee branding that the two hotels follow is to control distribution channels. A guest is served only after a systematic series of processes followed by the hotels. For example, the receptionist, the attendants, the wait staff, the cleanliness staff and any other department staff that the customers encounter. The two hotels ensure that all these employees are happy with the state of affairs in the hotels. This is because if this is not followed and even if one distribution channel goes down, the reputation of the hotels is at stake. Thus, one can see that the employee brand ideology of frequent conversation with the staff for the betterment of the organization is strongly followed in Le Meridian Hotel and Hilton Hotel for their best prospects.