How to Create a Compelling Employer Brand That Stands Out in Sri Lanka

There has never been a better time for employers to focus on the basics and define who they are, as this will only improve the way they attract and retain talent in an increasingly competitive job market. Find out when to focus on employer branding Employer branding is more than just recruitment; it is a reflection of culture, values, and the employee experience overall.

What is employer branding?

It involves marketing the company as an attractive place to work to current and prospective employees, or employer branding. That means representing the company values, mission, and culture in such a way that it generates a positive perception. Having a good employer brand is important as it allows organizations to draw on the right people and can help diminish turnovers too while creating a loyal workforce (Edwards, 2019).

In Sri Lanka, MAS Holdings, Hemas Holdings, and Dialog Axiata are some of the examples that have been able to grow strong employer brands, highlighting their unique organizational culture and emphasizing the employee value proposition (EVP).

Why employer branding is important in Sri Lanka

The job market in Sri Lanka has become fiercely competitive with the advent of digital transformation, pressing the economy to shift towards a knowledge-based paradigm. The employer brand of a company matters to job seekers in Sri Lanka because according to a survey by Rooster Jobs (2022), 78% of them would check on Google about a company and its reputation as an employer before applying.

A compelling employer brand offers several benefits:

·         Attracting Top Talent: A strong brand appeals to high-quality candidates who align with the company’s values.

·         Employee Retention: A positive workplace culture and a strong brand increase employee loyalty.

·         Cost Savings: A well-established employer brand reduces recruitment costs by attracting unsolicited applications and reducing turnover.

Key theories in employer branding

A few theories provide a basis for effective employer branding practices and guidelines.

Psychological Contract Theory:

The psychological contract is defined as an unwritten set of expectations between an employer and employee (Rousseau, 1995). Having an impressive employer brand can align expectations and alleviate disappointments, leading to better job satisfaction for employees.

Sri Lanka Application: John Keells Holdings, for example, emphasizes transparent communication of career development opportunities, building the psychological contract, and encouraging employee trust.

Employer Brand Equity Theory:

Developed by Ambler and Barrow (1996), this theory identifies three components of employer brand equity: functional benefits, economic benefits, and psychological 168 benefits.

Real-world example: Dialog Axiata applies this hypothesis by providing competitive salaries (economic benefits), opportunities to develop skills (functional benefits), and a strong sense of belonging (psychological benefits).

How to establish an attractive employer brand in Sri Lanka

1.      Create an Employee Value Proposition (EVP)

Your EVP is the heart of your employer brand. It outlines what your company brings to the table for employees in exchange for their skills, experience, and dedication. Your EVP should capture the essence of your company culture, values, and mission.

One example is Hemas Holdings, which covers EVP such as “purpose-driven careers highlighted by meaningful work, opportunity for career development, and a supportive work environment (Hemas Holdings Annual Report, 2023). This strikes a chord with younger Sri Lankan job seekers who have the desire for purpose and personal growth.

2.   Harness digital platforms for branding.

As we are in the digital age, job seekers go to search engines like LinkedIn, Glassdoor, and Rooster Jobs for background checks on potential employers. Having a strong presence on these platforms can give your employer's brand a major boost.

Best Practices:

·    Update your company site regularly with employee testimonials, behind-the-scenes content, and information about company events and initiatives.

·        Use social media to engage with potential candidates for some exposure into your company culture, employee success stories, and what you are doing in the community.

Example: MAS Holdings: The Fine Balance between Business and Sustainability Through storytelling of good practices of environmental initiatives and employee success stories, MAS has created an image as a socially responsible employer (MAS Holdings Sustainability Report 2022), making it attractive for the current workforce.

3.      Promote the right type of workplace environment

Positive workplace culture is the foundation of a strong employer brand. This involves the embodiment of values like diversity, inclusion, teamwork, and always learning.

For example, Nestlé Lanka has identified diversity and inclusion as a key focal area for the broadening of employees perceptions such that each person feels respected and valued regardless of their gender, age, or background. Promoting gender equality, such as flexible working arrangements for mothers, has strengthened their employer brand (Nestlé Lanka Report 2023).

4.      Invest in employee development and well-being

Today, employees want more than a paycheck; they want growth and well-being in the workplace. Strengthening your employer brand Just by introducing employee development programs, wellness initiatives, and mental health support.

Theory in Use: Once the basic needs of employees are fulfilled, Maslow’s Hierarchy of Needs states that then they will seek self-actualization and esteem. Offering professional development opportunities, recognition programs, and wellness support addresses these higher-level needs to enhance the employee experience (Maslow, 1943).

Dialog Axiata provides holistic development programs along with leadership incubation. By giving importance to the growth of their employees, they have become one of the most favoured employers in Sri Lanka's tech industry (Dialog Axiata Annual Report, 2023).

5.      Track and measure your employer's branding

Creating an employer brand takes time. Measuring and monitoring your brand impact regularly helps one to identify areas of improvement. Utilize employee satisfaction surveys, candidate feedback, and online reviews to measure your brand perception.

For instance, John Keells Holdings polls for employee engagement annually in order to ascertain satisfaction levels and where improvements can be made. Feedback from these surveys assists the company to enhancing its employer branding strategies (John Keells Holdings Annual Report, 2023.)

Challenges in employer branding in Sri Lanka

Although there are numerous benefits of establishing a strong employer brand, here comes the challenge with that as well, particularly in the Sri Lankan context.

· Cultural diversity: The workforce in Sri Lanka is diverse with its ethnic, religious, and geographical backgrounds. Brands have a market target, but HR must strategize branding to appeal to the masses.

·    Economic fluctuations: Broader economic instability in Sri Lanka affects people's perceptions about job security and hampers their ability to sustain the employer brand.

·   Retaining Young Talent: The young workforce develops quicker career plans and may often have job hopping in mind, making it hard to build loyalty toward brands over time.

Conclusion

Employer brand is not just about image; it started from giving a good employee experience that aligned with your value and mission. HR in Sri Lanka cannot adopt a defined strategy for employer branding as there are cultural intricacies along with the costly efforts of employer branding and providing visibility. Sri Lankan organizations may build an employer brand that attracts top talent by defining a strong EVP, harnessing the power of digital platforms, promoting a positive workplace culture, investing in employee skill development, and ideating on how to meet suitable candidates' expectations and needs while continuously monitoring the perception of its brand.

References

• Ambler, T., & Barrow, S. (1996). The employer brand.  Journal of Brand Management.
• Edwards, M. (2019). Employer branding: managing reputation as an employer. Routledge.
• Hemas Holdings. (2023). Annual Report on Employee Well-being. Retrieved from hemas.com
• MAS Holdings. (2022). Sustainability and Employee Engagement Report. Retrieved from masholdings.com
• Nestlé Lanka. (2023). Diversity and inclusion initiatives. Retrieved from nestle.lk
• Rousseau, D. M. (1995). Psychological Contracts in Organizations. Sage Publications.
• Dialog Axiata. (2023). Employee development and training programs. Retrieved from dialog.lk
• Rooster Jobs. (2022). Survey on Job Seeker Preferences in Sri Lanka. Retrieved from rooster.jobs