It might be that it is only the big corporations that discuss employer branding, but it is by no means a field reserved for the biggest players of the industry. It is of great benefit to companies of all sizes to form a strategy on employer branding and to survey how the current and prospective employees experience the company. It continues to be a struggle for small, medium and big companies to attract and retain skilled employees.

We are standing at a demographic crossroad – both in Denmark and in the rest of the world. The baby boomers, which is the biggest generation in the labour force, are retiring while the much smaller Generation Y is preparing to take over. On top of the difference in size, Generation Y expects more attention and they expect that their job will help develop them even further. These expectations result in higher rates of employees changing jobs, and it has appropriately given them the nickname, “The Project Generation”.

To attract this new kind of employees, new angles of approach are needed in the future. Strategic employer branding is one of those new ways of thinking. Using the ‘humane’ part of the organisation will help the company stand out from other companies – it is hard to copy the personal and humane part of an organisation. This specific part can benefit the organisation greatly if used in the correct way.

What is employer branding?

Employer branding has been a hot topic within HR and management in the recent years, and it will continue to be so for the next years to come.

Employer branding is essential for how the company attracts and retains the competent employees. In brief, employer branding characterises a company’s stragetic performance of branding their workplace; the goal is to attract and retain employees. Employer branding is not just an idle headline, or a meaningless policy concocted by HR. Employer branding is the compilation of communication, corporate branding and how employees experience working for your company. Employer branding presents the complete image of your company – from the inside and out.

How will Garuda help with employer branding?

It takes teamwork and cooperation from the entire organisation to succeed in employer branding. HR, management and the staff of employees all play an important role. Garuda focuses mostly on the work done by HR and management.

Garuda offers advice within two topics:

Firstly, we undertake the traditional HR-tasks. We provide guidance through the execution of the analysis of job requirements, the recruitment process, the actual hiring process, the onboarding and in the further development. The goal is to create the perfect match between employee and the job, so that you have satisfied employees and great company ambassadors. This goal is for all employees; the newly hired, the established staffers and the managers – both in groups and as individuals.

Secondly, Garuda offers guidance on how you get the employees to ‘live the brand’, so that the employees act in accordance with the message and values of the company. This implies that HR and management convey the company culture and take responsibility for the strategic design of the employer branding.