Building a Top-Notch Employer Brand with Brinda Krishnan

This article is a lightly-edited summary of the key takeaways from our speakers’ appearance on our podcast, “The Shape of Work.” If you haven’t listened to our show yet, be sure to check it out here. These speakers have an incredible stable of startup experiences to draw from, the kind of stories that are unbelievably helpful for HR/people managers to hear.


“When you reject a candidate, you may lose out on this candidate as your customer also.”

On this episode of The Shape of Work podcast, we welcome Brinda Krishnan, a marketing and advertising expert having experience of more than 14 years.

GUEST AT A GLANCE:

Name of the guest: Brinda Krishnan

What she does: Director- Talent and Brand Attraction, Myntra

Find her on LinkedIn.

Get Smart: “Your identity is not when you take a break, but who you are when you are in the break.”

TOP TAKEAWAYS:

In this episode, you will get valuable insights into:

  1. Making your career break count.
  2. Power of storytelling in employer branding.
  3. New ways of better employee recognition.
  4. Offering a better candidate experience.
  5. Turning rejected candidates into the company’s advocates.
  6. Is using social media for employer branding risky?

EPISODE HIGHLIGHTS:

Making your career break count:

Humans are designed to work and network. Articles written by Brinda mostly revolve around women and their career journeys. In this discussion, she emphasizes women choosing career breaks. If a woman picks this option, it does not mean she is not willing to work. She has to prioritize something else that she feels is more important. It is not a problem at an organizational level but a regional level. Hiring women offer more diversity in the workplace. Thus, currently, organizations provide plenty of networking options for people who might have taken career breaks. However, individuals have equal responsibility for understanding their priorities. They need to figure out the what, why, and how of restarting their careers. They need to stay sharp and updated with the industrial happenings. Moreover, they need to display confidence while interviewing and networking.

Power of storytelling in employer branding:

Brinda mentions how people enjoy storytelling. People like to experience a journey with people they can connect with. An organization can beat its storm. However, if a candidate is not connecting with them as a person, the effort made in employer branding gets totally wasted. Organizations need to focus on humanizing their brands through factors like sentiments, props, people, and modules.

Storytelling allows space for humor and sentiments that brands want the audience to carry back. And every organization needs a marketer to perform this effectively.

New ways of better employee recognition:

Employees appreciate a little recognition now and then. It motivates them to perform better. Since the majority of people are working from home, the simple modes of appreciation have changed. According to Brinda, organizations should put a great emphasis on driving peer-to-peer recognition. They can create simple online ‘thank you’ templates. In addition, colleague appreciation sessions, team shoutouts, and other virtual team-building activities. All these ideas turn out to be effective gestures to bridge the gap between homes and offices.

Offering a better candidate experience:

Candidates are the customers that should never be disappointed. Organizations should build an effective employer branding strategy backed with a strong employee value proposition (EVP).

Organizations should ensure that the EVP remains the same throughout the candidate journey. The success of an entire candidate process heavily relies on the recruiters and interviewers. Thus recruiters should be made a part of the business discussions. Moreover, the hiring managers should be trained to reflect the organizational culture and EVP. They need to do their homework before interviewing a candidate. 

The following key move to enhance this procedure is the simplification of the application process. Brinda talks about a survey that says 60% of candidates stop filling applications because of their length.

The third step is very simple- listening to the candidates. Organizations need to be empathetic towards them. They should monitor their concerns through websites like Glassdoor. 

Turning the rejected candidates into the company’s advocates:

Most of the rejected candidates will have a negative opinion about the employer and the brand. However, organizations need to ensure that they convert the rejected candidate to their strength. They need to make the candidate talk about the learning they received from interviewing there. Additionally, organizations can have a few practices before conducting interviews.

  1. Setting the expectation before the interview: The candidates should understand where they went wrong.
  2. Providing feedback to the rejected candidate: It shows them that the organizations care about them.
  3. Building a network: Offering a platform where candidates can stay in touch is necessary. They need to experience your brand more. They can be invited to external events as well. Convert them into your advocates.
  4. Asking them to review online: If the organization is confident about their performance, they can ask the candidates to review their experience on online websites.
  5. Training recruiters to not ignore them: If a candidate is rejected, recruiters are obliged to answer them and give an explanation.

Any form of communication proves fruitful as long as the company is empathetic enough with these candidates. 

“IQ is not as important as EQ.”

Is using social media for employer branding risky?

Before social media, career pages were the main form of communication of companies with the audience. However, career pages are a form of one-way communication. 

Social media poses a danger to the company’s reputation, considering the negative reviews. There is a possible change of open criticism. Thus it is important to invest in experienced social media experts. They can create an effective strategy of what and how to post. It is also necessary to understand how companies handle and use criticism for improvements. However, they cannot completely avoid social media as they can miss out on potential candidates.

Organizations need to have a robust plan regarding the communication in their career page and social media handles. They need to hire social media experts who are mature enough to take criticism and turn its direction.

Dhristi Shah

Hi, this is Dhristi, Content Writer and Editor at Springworks India. I am a keen learner and am passionate about everything related to writing.

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