Career prospects in Digital Employer Branding: Amandeep Kaur, Phoenix TalentX Branding

amandeep

Digital employer branding has emerged as a crucial component of recruitment and retention strategies for businesses worldwide. The use of digital platforms to build and promote an employer brand is becoming increasingly important in today’s world, where the majority of job seekers use the internet to search for and apply for jobs.

In India, the growth of digital employer branding has been particularly impressive, with businesses of all sizes investing heavily in their online presence to attract and retain top talent. The emergence of cutting-edge technologies, such as ChatGPT, metaverse, AR/VR games, video games, and mobile apps, as well as conversational marketing tools like Infobip, have enabled companies to create more engaging and interactive employer branding campaigns. These innovative tools not only help businesses showcase their culture and values but also provide a unique and immersive experience for job seekers, ultimately leading to a more successful recruitment process.

What is Digital Employer Branding?

Digital employer branding involves using online channels to promote a company’s brand image as an employer. It includes the creation and promotion of content that highlights the company’s culture, values, and work environment, as well as its employee benefits, career development opportunities, and other perks. By using digital platforms like social media, company websites, job portals, businesses can build a strong employer brand that attracts top talent and creates a positive reputation in the job market.

According to the Recruitment Outlook 2022 report by People Matters and data from Indeed, companies intend to allocate their budget across various platforms to convey their brand messaging. The report reveals that the majority of employers (80.1%) plan to prioritize marketing efforts on social media. Additionally, almost 3 in 5 (58%) stated that they will be investing more in job boards, career sites, and job aggregators such as Indeed.

Career Prospects in Digital Employer Branding

The demand for professionals with expertise in digital employer branding is on the rise in India, as businesses increasingly recognize the importance of building a strong employer brand.

Employer branding has taken precedence over how candidates prioritize their dream companies. Candidates now prefer Glassdoor reviews and social media sites over Amazon reviews to get the company’s gist. In fact, 86% of job seekers would not prefer to work for a company with bad reviews, irrespective of the paycheck.

Employer branding has emerged as a crucial factor in attracting and retaining top talent. LinkedIn reports that companies with strong employer brands can reduce their attrition rate by 28%. Furthermore, candidates who apply for a job with a company that has a positive employer brand are typically 50% more qualified. Moreover, talent acquisition for companies with a good employer brand can be 1-2 times faster, making it easier to recruit the best candidates. Also, 59% of employers see employer branding as a key component of their HR department strategy, while 55% of employers view it as an important investment area. In fact, 75% of job seekers consider the employer brand before even applying for a job, emphasizing the importance of maintaining a strong employer brand.

As a result, there is a growing need for professionals who can help businesses build and promote their employer brand online.

Some of the key roles in digital employer branding include:

Employer Branding Manager

An employer branding manager is responsible for developing and executing a company’s employer branding strategy. They work closely with HR teams and other stakeholders to identify the company’s unique value proposition as an employer and create compelling content to showcase this to potential candidates. They may also be responsible for managing social media accounts, creating job advertisements, and coordinating recruitment events.

According to Glassdoor, the average salary for an employer branding manager in India is around ₹16 lakhs per year.

Social Media Manager

A social media manager plays a critical role in promoting a company’s employer brand on social media platforms like LinkedIn, Facebook, and Twitter. They create and curate content that showcases the company’s culture, values, and work environment, and engage with potential candidates to build a strong online presence for the company.

Based on the latest salary data from Ambition Box, the average annual salary for a Social Media Manager in India ranges from ₹1.2 Lakhs to ₹10 Lakhs for those with less than 1 year of experience to 8 years, with a median salary of ₹4 Lakhs across 3.9k reported salaries.

Content Creator

A content creator is responsible for developing content that promotes a company’s employer brand across various online channels. They may write blog posts, create videos, design graphics, and develop other types of content that showcase the company’s culture, values, and work environment. They work closely with the employer branding manager to ensure that all content is aligned with the company’s employer branding strategy.

Based on data from 479 reported salaries, Ambition Box indicates that the average annual salary for a Content Creator in India ranges from ₹1.0 Lakhs to ₹8.5 Lakhs, with a median salary of ₹3.6 Lakhs.

Employer branding technology leader

The role of an employer branding technology leader has become increasingly important in today’s market, with the advent of cutting-edge technologies such as artificial intelligence and ChatGPT4. By leveraging these innovative tools, businesses can enhance their employer brand story and effectively attract and engage top talent. The EBTech leader can play a pivotal role in making the most effective use of these technologies, enabling businesses create an AI-driven careersite that retargets the right talent and fixes interviews automatically, or generate high-performing ad copy using Generative AI tools like Persado.

Additionally, a conversational messaging bot such as Infobip can manage candidate experience from onboarding and beyond, ensuring a seamless and personalized experience. By making this a key performance indicator (KPI) for this high-tech, high-performing role, businesses can stay ahead of the curve and stand out in the competitive recruitment landscape.

Conclusion

The growth of digital employer branding in India has created a demand for professionals with expertise in this area. As businesses increasingly recognize the importance of building a strong employer brand, there is a growing need for employer branding managers, social media managers, and content creators who can help them achieve this goal. If you are interested in pursuing a career in digital employer branding, there are ample opportunities in the Indian job market, with competitive salaries and the potential for career growth.

Views expressed by Amandeep Kaur, Founder & CEO, Phoenix TalentX Branding

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