[20121106] My Paper - Employer Branding Key To Firm's Successhttps://www.spgroup.com.sg/dam/spgroup/wcm/connect/spgrp/540dd55f-a479-4914-a09f-327df1c92bc2/%5B20121106%5D+My+Paper+-+Employer+Branding+Key+To+Firm's+Success.pdf?MOD=AJPERES&CVID=BUILDINGCAREERS / Employer branding key to firm’s success BY REICO WONG C OMPANIES are known to devote much attention and resources to building up their identity and reputation among their business partners and clients, but many often neglect the other side of the coin – branding themselves within the company. After all, employees can be said to be a corporation’s most important stakeholders, without whom it would not be possible to carry out the company’s business. And, given today’s tight labour market where there’s a fierce battle for talent, developing a strong internal brand, or employer brand, can go a long way in helping companies attract and retain top personnel, said human-resource experts. Specifically, companies that invest in positioning themselves as an employer keenly interested in the development and welfare of its employees, and carry out these promises, have seen success. SP Services is a case in point. Mr Melvin Wong, 28, an assistant manager at SP Services’ project-management office, said that he is motivated to stay on with the company after 2 1 /2 years because the management actively creates training and development opportunities for its staff, not just leaving it to chance. While he joined the company as an executive in the firm’s business-development arm, Mr Wong was given the opportunity to move to the regulatory-affairs department just eight months later. He spent 1 1 /2 years there learning about macro issues affecting the company, such as regulatory policies laid down by the Government, and managing corporate profits and losses. Then, just last month, he joined the company’s project-management team on rotation. “Supervisors will have regular sit-down sessions with staff, ask you what you see yourself doing in three to five years’ time, and groom you for it if it’s aligned with organisational goals,” said Mr Wong. “I’m deeply appreciative of this as not all companies have the appetite to let staff explore opportunities laterally. Most prefer to hire individuals with experience in a particular role.” He added that his company strongly encourages work-life balance, and is “very open” to staff coming in slightly later, if necessary, as long as they deliver on their work. “It’s a big relief that they are so flexible as I’m very busy preparing for my wedding in December,” said Mr Wong, who also manages to find time to pursue hobbies like ballroom dancing after work. Besides that, SP Services has in place a strong telecommuting scheme. Its field team starts its assignments from home, instead of having to report to the office first. Technicians and meter readers, for example, receive their assignments through personal digital assistants, saving at least two hours each day in travelling time. A range of employee-support programmes has also been rolled out, including financial assistance for renovation, and subsidies for children’s education, gym memberships and personal-development courses. Mrs Jeanne Cheng, managing director of SP Services, said these are all part of the company’s strategy to help staff feel happy, fulfilled and cared for. “A company’s identity, image and reputation are reflected not only through its products and services. It has to start from within and resonate first with its employees,” she said. “Employees who feel a sense of belonging, ownership and pride will make it their personal mission to be ambassadors of the organisation – not because it is their job, but because they truly feel they are part of the company and want to make a valuable contribution.” This ultimately translates into better customer service, increased customer satisfaction and confidence, and strengthens brand equity, Mrs Cheng added. Mr Josh Goh, assistant director of corporate services at human-resource firm The GMP Group, noted that company culture plays a critical role in establishing an attractive employer brand. “Having a strong corporate reputation does not equate to a strong employer brand,” he said. “Internal practices and policies should be reviewed regularly so that they are kept up-to-date with changing times.” Ms Shauna Li, principal consultant at BrandHub, pointed out that employer branding is not just the responsibility of the human-resource department. The human-resource team needs to have strong connection with the operations team and to have deep understanding of both operational requirements and employee needs. Managers also need to be roped in to ensure that employee-centric policies are carried out and that flexibility is given, she said. “Keeping in touch with company alumni is also very important in terms of word-of-mouth referrals about the company to future employees and potential clients,” said Ms Li. “Opportunities for current staff to interact with alumni is important so that they can learn more about the history of the firm and develop a stronger sense of belonging.” reicow@sph.com.sg Branding: 品 牌 推 广 工 作 pĭn pái tuī guăng gōng zuò Work-life balance: 工 作 与 生 活 的 平 衡 gōng zuò yǔ shēng huó de píng héng Sense of belonging: 归 属 感 guī shŭ găn Referrals: 介 绍 jiè shào THIS SPONSORED PAGE IS BROUGHT TO YOU BY THE GMP GROUP