HRM FPX 5090 Assessment 3 Successful Employer Branding

Student Name

Capella University

HRM-FPX5090 Retaining and Engaging Employees for the Modern Workforce

Prof. Name:

Date

Memorandum

TO: Company Leadership
FROM: Human Resources
INTERNAL MEMO: Employer Branding
DATE: December 19, 2020

Corporate culture refers to the overall well-being of the employee environment. Key factors such as benefits, compensation, social responsibility, and career development play a crucial role in the success of an organization, both internally and externally. Culture emphasizes the fundamental beliefs and actions needed to measure employee and supervisor understanding and collaboration. It also shows how these factors relate to their ability to perform well with external customers and vendors. Ultimately, positive external corporate culture stems directly from the internal factors mentioned above. Corporate culture evolves over time, and at present, CapraTek lacks a positive culture within the organization.

The Human Resources Department is tasked with analyzing other corporations to assess opportunities for improving corporate culture and enhancing both internal and external behaviors. HR will review the cultures of external companies, including Microsoft and Cisco, to identify their reputations and opportunities for improvement that could be implemented at CapraTek. A lack of internal communication has shown that the company’s charitable work is not being effectively communicated, both within and outside the organization. For example, employees in the public affairs office are unaware of an internal division working on non-profit research. This situation reflects that CapraTek is not leveraging its employer branding to foster a positive corporate culture both internally and externally.

Branding and the Impact

A successful organization often has multiple goals and missions across its departments. While the company may have an overarching goal, individual departments often focus on specific objectives. Branding allows an organization to shape all facets of its operations. A strong brand image helps retain an efficient workforce. By focusing on a thorough recruitment process, CapraTek can attract candidates who are passionate about the organization and committed to making a meaningful impact.

Microsoft and Cisco are examples of companies with strong corporate cultures due to their effective branding. Both companies emphasize work-life balance, competitive salaries and benefits, and job security. Their websites highlight employee benefits and services, showcasing their values to both current and prospective employees.

CapraTek must assess its benefits and compensation plans in the current market and utilize its positive contributions to promote itself to the public. A key aspect of an effective marketing strategy is leveraging technology to make the brand widely known. In today’s digital age, companies that utilize social media platforms like LinkedIn tend to achieve greater success. Creating an employer value proposition (EVP) can help attract and retain highly qualified candidates, prioritize company-wide goals, and reengage disconnected employees. The EVP also helps reduce employment costs and strengthens the employer brand. The EVP is employee-centered and proven effective when well-defined and supported by current employees.

Negative Feedback

Feedback regarding the brand, whether internal or external, should be thoroughly evaluated and addressed. Actions taken should align with professional ethics. When reviewing feedback, it is important to carefully assess the content, especially in cases where complaints are excessive or remarks are crude. Responses should always be respectful and professional, avoiding personal attacks. If there is an approved plan to address the issue, it should be shared. Certain practices should be avoided, such as offering empty apologies or deleting feedback, as these actions can lead to further dissatisfaction.

Features to Market

The work environment or culture an employee dedicates time to is significantly influenced by an employer whose values align with their own. Employees who are satisfied with the overall culture are more likely to invest time and effort into the organization’s goals and remain long-term contributors.

Social responsibility is key to establishing core values. Although CapraTek has a department focused on non-profit vaccine research, this is not widely known within the company. Employee engagement is also lacking, causing employees to feel disconnected from the organization. In contrast, companies like Cisco and Microsoft clearly express their commitment to increasing opportunities for technology, environmental sustainability, and trust in employee and customer safety.

Benefits and compensation are essential in demonstrating the company’s appeal to potential candidates, current employees, and external stakeholders. Microsoft provides comprehensive insurance coverage for employees and their families, generous time-off packages, flexible work schedules, and career advancement opportunities. Cisco offers similar benefits. CapraTek, on the other hand, has room for improvement. The company must advertise its compensation and benefits offerings and clarify career advancement opportunities to strengthen the culture surrounding these aspects.

Career development is another critical element in promoting employee satisfaction. A company’s corporate culture, whether intentionally created or naturally formed, reflects its core values and business practices. Both Microsoft and Cisco offer extensive training programs, tuition reimbursement, and employee resource groups that encourage networking and development. At CapraTek, employee engagement and development opportunities are lacking, and connections between employees and management are strained.

Branding and Recruiting Strategy

Branding and recruiting are closely linked to a company’s reputation. While employer branding defines who the organization is and how its values align with business practices, recruiting is about how employees are sought after by promoting the values associated with the brand. Employer branding should take precedence, as recruiting efforts are based on the brand values. Many employers offer attractive compensation packages to compensate for a poor reputation, but for job seekers, finding a company that aligns with their personal and professional goals is more important than salary alone. Key factors I consider when seeking a new job include positive recruiting practices, comprehensive employee benefits, and a company culture that encourages giving back to the community and engaging employees.

Personal Assessment

For me, companies like Microsoft, which offer full insurance coverage for employees and their families, are highly appealing. Their commitment to flexible work environments and charitable initiatives is also attractive. Opportunities for professional development, education reimbursement, and strong cultural engagement make an organization more desirable. A company that emphasizes a strong branding approach, comprehensive benefits, and employee well-being provides the highest potential for a fulfilling career.

References

HRNews. (2019, October 25). How to protect your employer brand on Glassdoor.

Cisco Careers. (2020). Benefits & perks. Retrieved from https://www.cisco.com/c/en/us/about/careers/we-are-cisco/benefits-and-perks.html

Leveson, L., & Joiner, T. A. (2014). Exploring corporate social responsibility values of millennial job-seeking students. Education & Training, 56(1), 21–34.