Promotional Features /
What makes Google an Employer Brand?
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
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