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What makes Google an Employer Brand?

ByPrarthana Varma 22.3.2018         1 Comments         Phone:-       Mail Now X   Post Comments

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What is Employer Branding?

As employer branding gains momentum and importance in the recruitment industry, it is important to understand what it means. Employer branding is the process of promoting an organization as a preferred employer to a target group - ideal employees that it wishes to attract, recruit, and retain.

The fact is, every company has an Employer Brand – its identity as an employer of choice. However, the company can only attract current and future employees if its brand is credible, distinctive, and aspirational. To establish this brand, it must conduct extensive research  to ensure that its identity meets top management’s demands. This starts with an understanding of both the talent and the company’s expectations and strategic objectives. Once the company has this information, it can begin to define its unique identity. This is also known as the company’s Employer Value Proposition (EVP)- a set of unique offerings by the company that is valuable to Top Talent.

The Randstad Award

According to the Randstad Employer Brand Research 2017, the world’s largest public opinion survey on employer branding, Google India was named as India’s most ‘attractive employer brand’. and Mercedes–Benz India followed as the runner-up. Google India also won the 7th edition of Randstad Award for being the best employer brand, based on the survey.

The Randstad Award is hosted each year to encourage best practices in talent attraction. It also identifies the best ‘Employer Brand’ in the country based on parameters such as perceived awareness and attractiveness of a company in the eyes of employees. In 2017, the Randstad Employer Brand Research captured the views of around 3,500 respondents, whose choice for the nation’s most attractive employer brand was Google. 

Thus, employer branding continues to be a strategic factor in influencing the talent agenda, especially in an economy driven by knowledge workers. Organizations are now realizing the value of employer branding and its return, both in terms of attracting talent and retaining it. Thanks to this new approach, the job market has undergone a paradigm shift to become extremely candidate focused. Google India’s keen understanding of workforce trends and unique EVP has helped it transform itself into a talent magnet.

The Randstad Employer Brand Research covers 75% of the global economy with more than 1,65,000 respondents. It also reflected that salary and employee benefits continue to hold the greatest importance for the Indian workforce when choosing an employer, followed by work-life balance and job security. 

TAGS: Randstad Award,   Employer Brand,   Employer Value Proposition,