Demystifying Employer Branding: A Defining Article by Carpediem's CEO Tarun Kochhar

Carpediem's CEO Tarun Kochhar writes a defining article that shall help the thought and action leaders, starts with the CEO of the firm, to set anchors, sails, runways and radars for this amphibious function called "Employer Branding" and at places "Recruitment Marketing"!

Tarun is asking right questions on the intent and ownership of this function!
Identifying right measures and metrices for it.
Justifying budgets and RoI for this function, as has been established over decades into consumer marketing! We know this function is evolving and when we read the Job Descriptions for such roles, on LinkedIn, other job boards, etc. we notice the confusion and desperation to address certain (still to be defined and mold questions) key questions, in order to a firm into the much touted "Most Attractive Company to Work for" position!

Tarun mentions names of three marketing and branding gurus in this article: Philip Kotler, David Aaker, Seth Godin, to understand the long-drawn history of the marketing/branding function, to directly on-purpose lead to topline, establishing identity for products into premium segments with life-long customer loyalty! Do we have Gurus for Employer branding yet? Are firms like Universum, Walker Information, Perceptyx and Humu, a Perceptyx Company helping define, shape and amplify the identity and ecosystem (Glassdoor, ESG, DEIB, GPTW, BPTW, Vault Ranking, etc.) for Employer Branding as a business enabling function? And how do companies maintain their sanity of Employer brand amidst the "Great Resignation", "Quiet Quitting", Ukraine, Hamas, Gender pay inequity (especially after Nobel to Claudia Goldin), Big ticket lay-offs by MAANG and others!

Thanks Tarun Kochhar and look forward to reading on from you on this evolving function, that need just not your evangelism, but also rail guards and non-negotiables! #employerbranding #employerbrand, #employeeexperience #recruitmentmarketing

Balancing authenticity and professionalism in your employer branding content is crucial to effectively communicate your company's identity and culture while still presenting a reputable image to potential talent. Here are some tips to help you strike the right tone and style:

Comments

What is The Hay Group Total Reward Framework

The Hay Group Total Reward Framework A new way of understanding reward Reward strategies must be anchored in business reality to be effective. Which means linking it to your business strategy – and the needs of your employees as well as your organisation. Our Total Reward Framework helps you optimise reward, no matter how challenging the conditions. The issue Remuneration tends to be one of the worst-managed parts of an organisation’s cost structure. But with 10-70 per cent of total costs wrapped up in it, reward cannot be ignored, particularly in a downturn. To be effective, reward programmes must reflect the needs of the business, now and in the future. Only if they are tied closely to company strategy, business performance and the needs of employees can reward programmes deliver the ROI that is needed in tough times[MK1] . The Hay Group Total Reward Framework takes strategy as a starting point – and it focuses on total reward: every financial measure together with no...

Aon Hewitt Total Rewards Framework

Aon Hewitt Total Rewards Framework The Aon Hewitt model and approach believes in considering Total Rewards as a business tool and very much linked to overall business objectives! Reward as understood is a very complex mechanism and some efforts of correcting the base pay and titling in a hurry by many MNCs in India have done a bigger crime by trying to correct it by market adjustments without looking at the talent map, complexity and expectations out of role and mapping it against the benchmark. Titles in India are a big misnomer and hardly any survey on compensation ever probes and captures and calibrates the tangible outcome based bench marking! If we dive deep, we will find that the key factors of Education, Experience and Quality of Education, Quality and relevance of experience and education are not calculated granular! A diploma holder technical manager gets the salary benchmarked for the top T-school manager with top quality experience in a challenging and break-through...

Tech Recruiting in the AI Era: How LLMs Are Transforming Sourcing and Screening

Recruiting for technology roles has always been a high-stakes game. If sourcing and screening go well, recruiting wins; if not, it’s a black hole. These two functions are the backbone of hiring—everything else is communication. But in the age of Generative AI and Large Language Models (LLMs) , the rules have changed. The Old Way: Conventional Tech Recruiting For decades, recruiters relied on: Boolean searches on job boards and LinkedIn. ATS keyword matching for skills and experience. Hygiene checks like education, years of experience , and past employers. While these methods worked, they were rigid and often failed to capture the nuances of evolving tech roles. Recruiters were constantly playing catch-up with new stacks, frameworks, and delivery models. The Modern Way: AI-Powered Recruiting Enter LLMs and AI-driven platforms —game-changers for sourcing and screening. These tools don’t just match keywords; they understand context , generate structured outputs , and scale personalizati...

Reflections: the stoic way!

Search This Blog