In luring and retaining talent, appearances can play an important role, particularly when it comes to publicity.
In an interesting case study, HRM Online reveals how Australian company Scene Change boasts a turnover rate of less than one percent. One of their primary strategies is funding in their image.
The organisation has invested in co-owning a private jet, arming employees with expensive high-spec laptops and company cars, and even launching a beer and cider brand. This has resulted in a number of positive business outcomes, such as gaining more publicity than sponsors at conferences. They have also drawn strong interest from candidates who are more enthusiastic about working for them than they are concerned about salary.
But do organisations really need to go to these lengths?
These strategies can certainly make an impact in attracting top talent and are interesting to assess from a creative standpoint; however, high expenditure on image might not be realistic for some organisations.
Above crafting an attractive image, for organisations to position themselves to attract the best talent, it is more important than ever for their brand perception to match reality.
HRM Online cites a study by Weber Shandwick and KRC Research which revealed:
Perception and reality are often unaligned. Only 19 per cent of respondents strongly agreed that the image of their employer matched with reality, while seven per cent strongly disagreed.
It’s the significant gap in the middle (74 per cent) that’s interesting, a large [swathe] of employees are not strongly swayed either way.
HRM Online recommends strengthening employer perceptions from within to create brand advocates. Offering unique events or goods will encourage employees to positively promote your organisation to potential candidates. It doesn’t have to break the bank either; it could be as simple and affordable as a themed lunch or dinner function, or a workplace giving program.
While crafting a luxury image has a positive impact on employer branding, brand credibility and authenticity should be the focus.
Source
Employer branding: Is appearance really everything?
Chloe Hava
HRM Online