Employer Branding: A Neglected Dimension in Bangladesh

Employer branding refers to a concerted effort by an organization to project its unique identity and superiority in the employment market as an attractive place to work to potential job candidates. Like branding a product (of course, an organization could also be viewed as a product to be promoted), employers should not ignore this important aspect of their strategic brand landscape.

Skeptics might pose a question like: why should I spend money to pitch a message to job candidates to tell them to consider me first when I am able to get a lot of applications for a single post without any effort at all? We do not need employer branding. Sorry, I beg to differ.

Now go back to your pile of applications and see how many of applicants are actually qualified enough to be recruited. This is a common problem in Bangladeshi perspective. People you expect to apply are actually not interested to apply to work for you. Most people who apply, are either not matching well where they are currently working, or not perfectly matching the required qualification as you expect. Well, I might be generalizing too much, because exceptions are always there. But this happens to be the case in many organizations in Bangladesh. Did you ask yourself why are you ending up with bad resumes?

In my humble opinion, the problem is not with job candidates. The problem lies in your branding gene. You might not have created an image in the market that appeals to the top performers in the industry. They look at the ad and perceive the employer as not of their ideal ones. If we want to attract talented candidates, we need to get on top of their minds through employer branding.

Next time you end up with bad resumes, think about what went wrong with your employer branding, if you have any program like this at all.

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About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
This entry was posted in Branding and Communication, Internal Branding and tagged , . Bookmark the permalink.

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