'Firms upbeat about employer-branding, but employees differ'

Indian companies are increasingly adopting employer branding to attract top talent and 74 per cent of employers think their strategy has been successful, while 67 per cent employees feel otherwise, a report says.
According to a survey by TimesJobs.Com, while employers are upbeat about their employer-branding strategies and are even acknowledging success, there is a gap between their thinking and what employees feel about their employers' brand.
According to TimesJobs' TJinsite Survey on Employer Branding Perceptions, 64 per cent of organisations claims to have a clear and well-designed employer-branding strategy in place and 74 per cent are happy with their strategies.

However, 67 per cent of the surveyed employees do not think their employer has a winning employer-branding strategy.
Moreover, most employees find their company's current strategies unconvincing. Only 23 per cent rated the strategies as convincing, while 10 per cent label their company's strategy as poor, the report said.
"To build powerful employer-brands require consistent communication of the Employer Value Proposition. Companies have to work with greater speed and transparency, which is only possible with wide scale adoption of an open culture and a flat hierarchy," TimesJobs.Com COO Vivek Madhukar said.

The report noted that around 68 per cent organisations use social media to connect with employees but only 56 per cent employees think they are effective.

On the other hand, while 32 per cent employers focus on career portals and company rating/peer review websites as ways to improve their employer-brand, 44 per cent of the employees find these a direct and effective media.
The TJinsite survey was conducted across 560 organisations and 800 employees in India.