Is Employer Branding Killing Corporate Culture and Employee Engagement?

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Is Employer Branding Killing Corporate Culture and Employee 

Engagement?

 Opinions are like… Never mind that, in this case I have two of them…


 One…

Eventually (soon), the branding effort will shift from selling the authentic culture (the truth) to "selling" the brand that the company wants the public to identify with it. Yes, authenticity is demanded of us. But I continuously discount corporate transparency. I, too, have worked for firms where the culture is in full opposition to the corporate branding. And the majority of enterprises fall into this category. Businesses that align their culture and brand are outliers. Employee branding will be effective if the employer brand truly reflects and embodies the genuine culture (Maund, 2001). But I anticipate that the employer brand will eventually become a sales pitch at odds with the actual company culture. And this, dear readers, is a formula for more isolation between an employer's brand, culture, and personnel.


Two…

Developing an employer brand makes it hard for managers to cultivate distinctive team cultures. In 2016, I discussed the notion of microcultures on my LinkedIn profile. (All engagements are localized). If the company has invested in developing a strong employer brand, it will not allow a manager in Paducah, Kentucky, to utilize her casual Wednesday’s program to construct a sub-employer brand. Does Coca-Cola continue to prohibit bottlers from creating their own brands? A highly effective employer brand communicates both inside and outside. After drawing inspiration from the company's employer branding plan, managers will replicate it (Niversity, 2019). And they will do it regardless of what their team demands, wants, or, to be quite candid, is. The corporate culture is a synthesis of several microcultures, or a mash-up for fans of Dune. Excellent corporate cultures are not homogeneous, but workplace branding is frequently standardized. Employer branding aid managers in their efforts to develop a culture. Branding is progressively adopted by the culture.

 

These two criteria alone are sufficient to persuade me that employer branding will eventually supplant culture or, at the very least, lead to its emergence.

 



Although culture may change and evolve in the absence of a corporate direction or a budget, this is unlikely. Branding for corporations cannot. Changing a company's brand after it has been established will be tough and expensive (Shimla & Pater, 2018). At some point, either the brand or the culture will prevail, resulting in cognitive dissonance among the workforce, declining involvement, and the near extinction of a genuine culture. We occasionally break from the brand's culture with same results. Lack of employee involvement and genuine, true culture.







References 

Maund, L. (2001). An Introduction to Human Resource Management Theory and Practice. Houndmills, Basingstoke, Hampshire, New York: Palgrave Publishing.

Niversity, U. (2019). THE IMPACT OF MOTIVATION ON EMPLOYEE ’ S PERFORMANCE : CASE OF T HE IMPACT OF MOTIVATION ON EMPLOYEE. Journal of Human resource Management , 34-78.

Shimla, W., & Pater, K. (2018). The Impact of Organizational Culture on Employee Commitment. Journal of human resource management , 55-89.

 Video -https://www.youtube.com/watch?v=l6YXUIMovJI&t=30s

 


Comments

  1. M.Kamal Priyashantha18 April 2023 at 07:46

    Hi Saraj, I added for you.

    Employee branding and corporate culture are two concepts that can either complement or clash depending on how they are implemented. Employee branding is the process of promoting an organization as a great place to work and highlighting the unique benefits and opportunities it offers to potential employees. Corporate culture is the shared values, beliefs, behaviors, and practices that characterize an organization. If employee branding is implemented in a way that aligns with the company's culture and values, it can strengthen the sense of belonging and pride among employees, leading to higher levels of engagement and productivity. However, if employee branding is used as a substitute for addressing deeper cultural issues within the organization, it can lead to a gap between the company's desired image and the reality of the employee experience, leading to a negative impact on employee morale and retention. Therefore, it is essential to ensure that employee branding efforts are aligned with the company's culture and values and do not undermine them.

    Pls follow the writing guide for the articles as well.

    Good Luck !!!

    ReplyDelete
    Replies
    1. Saraj Kahingala22 April 2023 at 11:11

      Hi Kamal , Many thanks for your valuable comments.
      A powerful employer brand makes it easier to attract outstanding candidates who will advance the business and uphold its reputation. Unfortunately, a lot of businesses neglect to devote time and money to building and maintaining their employer brands.

      Delete
  2. Tharanga Jayasundara18 April 2023 at 19:49

    Quality personnel are essential to the survival and expansion of the company, and having a strong employer brand makes it easier to recruit and keep them. However, it's crucial for how customers and potential customers see your brand.

    Good work !

    ReplyDelete
    Replies
    1. Saraj Kahingala22 April 2023 at 11:23

      Agreed with you.
      Your company branding strategy's cornerstone is employee engagement. Presenting your business as the employer of choice and a fantastic place to work will be impossible if your staff are not content and engaged.

      Delete
  3. W.J. Chrishan Fernando.20 April 2023 at 22:32

    This article provides an insightful perspective on the potential weaknesses of employer branding in relation to organizational culture and employee engagement. It raises valid concerns about the authenticity of branding efforts and the potential for standardization of workplace cultures. Your arguments are compelling and thoughtful, making a valuable contribution to the ongoing conversation about the impact of branding on organizational dynamics. Well done ...!! Saraj.

    ReplyDelete
  4. Saraj Kahingala22 April 2023 at 11:43

    Yes , Your are correct.
    Employer branding can save your marketing expenses while also assisting you in expanding your workforce and building a solid corporate culture. A strong employer brand is essential to an organization's strategy because it enables businesses to hire more qualified individuals, cut expenses associated with marketing and hiring, and increase productivity.

    ReplyDelete

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