Employee Branding

Employee Branding-

Employee branding is nothing but how employees adopt the organizational culture and how the culture influence employees in achieving the band image which is the prime goal of an organization. It is a process of training the employees and makes them understand their responsibilities and their duties in specific with proper motivational factors to reach and build good brand image of the organization with customers.

Aims and Objectives of this research:

* How far employee branding can be useful in managing and maintaining organization brand image.

* What's the role of employees in achieving organizational brand image.

* How brand image is linked with other functions of an organization.

* How employee branding can help in enhancing recruitment and selection process and to what extend it is effective.

* How HR plans and activities will help in shaping up employees in reaching organizational goals which is building a very strong brand image.

* How brand image of the organization drive organization and also employees working in it.

* What are the methods which can be used to improve the employee branding when it is required to do so.

Literature review:

The process by which the employees are motivated to demonstrate the image of the organization to the customers, external world is named as Employee Branding The employee brand is the image presented to an organization's customers and other relevant stakeholders through its employees. The employee branding process is predicated on achieving and maintaining message consistency throughout the organization. Messages emanate from various organizational sources such as the systems of organizational staffing, performance management, and compensation. Each message should reflect and reinforce the organization's desired brand image which, in turn, should be consistent with the organization's mission and values.

Employees should get a feel that the employer is being fair in dealing with them in the process of getting them present the organization brand image to the customers, which is a critical process, because employees should be aware what organization is looking from them and how it wants the employees to deal and present the image to the people who they deal with. They might deal with customers, prospective customers and sometimes with people who holds interest in the organization or the services provided by the organization. So organization should make sure before letting the employees to carry the image of the organization that employees are aware what they are doing and have the complete knowledge of the role which they are playing. If they have the complete knowledge then would perform are per the guidelines given by the organization or they might end up in creating the negative image in the mind of the customers and also with the people who they are going to deal. From time to time the management should ensure that employees are updated if there are any updates taking place in an organization in terms of policies, services and also any new announcements. Along with this they should also ensure that if employees require any kind of training which would enable them to improve their performance.

When shaping employees who are chosen to put through the process where they are going to be responsible for carrying the image, so management should verify all things are going fine in accordance with the plan made. when performance is evaluated and progress is checked constantly that would not only help to improve the process and also will kind a help employees to be responsible thinking that somebody is watching and they need to deliver their best and also it would enable them to think that organization is really concerned about their employees and it would drive employees in a right path in delivering the desired image of an organization.

A conceptualization of the employee branding process explains how each elements of an organization is linked very strongly with other elements in order to achieve ultimate employee branding. The first stage is defining organizational mission and values based on which whole organization is going to function.

Desired brand image is what is derived from organization mission and values and that will reflect through the image of an organization brand.

Organization'sMission &Values |

DesiredBrandImage |

Sources/Modesof MessagesInternalFormal- Human ResourceManagementSystems- Public RelationsSystemsInformalCulture/CoworkerInfluenceLeaders/ManagersExternalFormalAdvertising & PRInformal-Customer Feedback |

Employee'sPsyche Knowledgeof DesiredBrand Image |

PsychologicalContract |

|

EmployeeBrandImage |

Outcomes* Position ofOrganization andits Offerings inCustomers' Minds* Turnover* EmployeeSatisfaction* CustomerSatisfaction* Customer Loyalty* FavorableReputation |

Sources of message is how and what are the various modes of communication through which messages are conveyed and how its transmitted at various levels.

Employee's psyche is the combination of how much of knowledge employees have on brand of the organization and also how do they relate it to their psychological contract to deliver the effective and most efficient image to the customers of the organization.

Feedback

Employee brand image is as explained above it's a way how employees adopt organizational culture and act as a ambassador of an organization in doing the effective presentation of the brand image of the organization to the customers as desired and designed by the management.

Outcomes might not have to be positive always, sometimes it could be negative if it so then proper care has to be taken to ensure it does not occur again. So proper evaluation has to undertaken of employees to ensure they are performing well at the same time evaluation of employees feedback and actions have to be taken accordingly where ever it is required.

Lastly the feedback received from various sources that could be either from customer or from employees. Strong evaluation of feedback has to be done to and required details has to be sent to the required departments to make the necessary amendment where ever it is required. Ultimately employee