Commitment & Employer Branding


Ms. Sonam Jain
Soham Institute of Management

To begin with commitment & employer branding, let me ask to you that what actually you understand from the word commitment? Yes, of course many of you will click the word as being committed in a relationship and let me tell you that you are going right, but kindly change your direction and focus as a corporate fellow.

Commitment ignites action. It is in general terms a dedication to a cause or activity. To commit is to pledge oneself to a certain purpose or line of conduct. There are two fundamental conditions for commitment. The first is having a sound set of beliefs. There is an old saying that goes, "Stand for something or you'll fall for anything." The second is faithful adherence to those beliefs with your behavior. Now the question arises is where to practice commitment? Commitment to a set of values, principles or beliefs that can be practiced everywhere from social to personal life, from professional to ethical areas. Commitment can be to oneself regarding how one act as a leader when it comes to the point of winning both your personal as well as organizational goal by leading your team  members through a path that can distract their views and ethics. Commitment is to the people who rely on you. Here arises your next important question that how to practice commitment? Day to day, commitment is demonstrated by a combination of two actions. First action is called supporting. Second action underlying commitment is called improving. That is support your ethics, duties, and responsibilities with your positive attitude and improvise your work by continuous learning new methods, technological advances and all that which can facilitate you in achieving your personal goals and organizational goals as a whole.

Here most of you will ask that when commitment is most important? The answer to this question is somewhat philosophical and serious one. Well Commitment is most difficult and most readily proven during tough times. How someone weathers the storms most clearly demonstrates their basic beliefs. In antiquity, Epicurus stated: "...a captain earns his reputation during the storms." When your competition scores big against you, when the money dries up, or when the glamour of success wears off, this is when it is easiest to compromise your commitments. The real test comes when you can hold the line against the easy route of compromise.

Fortunately, paying the price that commitment commands has payoffs worth the cost - a reputation for integrity and, even more important, the commitment of others in return. Commitment is a two-way street. You only get it if you are willing to give it.

Now let's talk about employer branding. How many of your actually understand the meaning behind employer branding? Do not pressurize your brain; this phrase was originally used in early period of 1990 to represent the
association's status as an owner. Ever since after that, it has turn out to be extensively accepted by the international administration society. Employer branding has been defined as the sum of a company's efforts to communicate to existing and prospective staff what makes it a desirable place to work, and the active management of a company's image as seen through the eyes of its associates and potential hires. Employer branding is all about  taking into custody the real significance of an organization in a way that engage its human resources and stakeholders. It communicates to the researcher the factual distinctiveness of  an organization's desired  "value proposition" that makes the organization different from its competitors and the idea that assists it in surviving into the cut throat competition world  - the entirety of the organizations culture, systems, attitudes, and employee relationship. It is totally different from Internal marketing in a way that internal marketing has its center of attention on corresponding the customer brand promise, and the approaches and actions anticipated from human resources to convey on that assurance. Whereas it is undoubtedly advantageous to the organization for human resources to recognize their role in conveying the customer brand promise, the usefulness of in-house marketing actions can frequently be short-lived if the brand values on which the service experience is founded are not experienced by the human resources in their communications with the organization.

There are few Core Principles of Employer Branding, that makes it a topic of keen interest and they are:-

1. Insight
2. Focus
3. Differentiation
4. Benefits
5. Continuity
6. Consistency 

Benefits of Employer Branding are:-

1. Increased productivity & profitability.
2. Increased employee retention.
3. Highly ranked for Employer Attractiveness.
4. Increased level of staff engagement.
5. Lower recruitment costs.
6. Minimized loss of talented employees.
7. Employees recommending organization as a "preferred" place to work.
8. Maintenance of core competencies.
9. Employees committed to organizational goals.
10. Shorter recruitment time.
11. Ensured long-term competitiveness.
12. Improved employee relations.
13. Decreased time from hire to productivity

Ms. Sonam Jain
Soham Institute of Management

Source: E-mail April 8, 2012


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