Employer branding has become one of the most talked about topics in C-suite conversations today. As companies seek to onboard candidates with diverse and new skill sets, attracting and retaining top talent has become even more challenging.

A strong employer brand helps to differentiate a company from competitors and attract high-quality candidates that look for transparency, flexibility, and authenticity – three traits that go beyond money and other financial benefits.  

As expectations and preferences evolve, organisations need to prioritise company's core values, culture and overall employee experience that may have an impact in building a solid reputation. 

Employer branding encompasses the company's values, culture, work environment, employee benefits, and overall employee experience. In 2023, employer branding remains highly relevant due to several factors that employees may consider while choosing their next employer. Not just work-life balance, but salary benefits and the image that a company projects as an employer plays an important role, for employees planning to make the next move.

With artificial intelligence technologies, specifically Generative AI tools like ChatGPT, becoming increasingly prevalent in HR and talent management, employers have the dual challenge of infusing authentic human elements into an organisation's employer brand strategy along with keeping employees engaged. 

Technology if used effectively can play a pivotal role in helping businesses build better employer brands and enriching workplaces.

Internal Communication: Technology enables efficient and transparent internal communication, fostering collaboration and engagement within the organisation. Generative AI tools can assist in creating engaging and personalised content for internal communications, employee newsletters, and social media platforms. These tools can generate compelling narratives, visual designs, and even video content, which can effectively convey the employer brand message and resonate with employees.

Personalised Learning: With the help of technology, we can create personalised learning paths based on employee skills, interests, and career aspirations. By analysing employee data, AI tools can recommend relevant training modules, resources, and development opportunities, fostering continuous growth and skill enhancement.

Diversity and Inclusion: Generative AI tools can also aid in identifying and mitigating bias in hiring processes, performance evaluations, and promotion decisions. By analysing patterns and data, these tools can help promote fair and inclusive practices, fostering a diverse and equitable workplace.

Predictive Analytics: HR professionals cannot deny the growing use of people analytics as a critical people strategy. With the help of technology, we can now analyse vast amounts of employee data to identify trends and patterns. By leveraging predictive analytics, businesses can anticipate employee needs, predict attrition risks, and proactively address issues before they escalate, leading to a more positive and enriching workplace.

While generative AI tools can be powerful in enhancing employer brands and enriching workplaces, it is crucial to ensure transparency, ethics, and responsible use of AI technologies. Human oversight and alignment with organisational values and policies are essential to maintain trust and mitigate potential biases or unintended consequences.

Given the ongoing trend of employees switching jobs at a much faster pace, coupled with the digital transformation of all business functions including HR, organisations need to recognise the power of innovations in technology to augment their HR needs from identifying and attracting new talent while keeping existing talent engaged.

With the talent war getting even more competitive, it's the culture and environment of growth that can make employees stay for the long haul. How can employers empower their workforce with a culture of innovation and what role does employer branding play to help them battle this talent war? Randstad’s most comprehensive and representative study, the Randstad Employer Brand Research (REBR), captures this context and takes a deep dive into the nuances of employer attractiveness. 

The REBR Awards 2023 presented by Randstad India, in partnership with People Matters, will recognise and celebrate India’s most attractive employer brands of 2023 and decode their winning strategies, capturing the journey of top employers that have stood relevant in a rapidly evolving market. 

This year’s theme revolves around innovation that can leverage technology for employer branding in this age of generative AI with a keynote address on “Power your employer brand strategies with technology.”

The virtual awards will also host a panel discussion on the crucial topic of: “Turning Employees into Brand Ambassadors: Why you need to focus on employee branding,” followed by a freewheeling fireside chat on “Humanising employer brand in the era of Generative AI” to be moderated by Anjali Raghuvanshi, Chief People Officer, Randstad India.

Key things to look out for:

• Insights on what top employer brands are doing to attract and retain talent
• Ways to leverage technology for employer branding in this age of AI
• Best practices by top employers to turn their employees as brand advocates
• Role of communication in achieve 3 pillars of employer branding - Reputation, Employee Value Proposition and Employee Experience
• Empowering current and future talent with learning and development strategies

The 23rd edition of the REBR, which has surveyed 163,000 respondents, aged 18-65 years of age, across 32 countries across the globe about their employer perception on various parameters, provides valuable cues to help employers shape their employer brand. 

The Randstad Employer Brand Research (REBR) has become the gold standard in employer branding and gives in-depth insights on what is working for top employer brands in India and across the globe. 

With detailed insights on job market trends, shifted priorities of the talent pool, and ways how employers can re-evaluate their workplace dynamics, REBR has helped organisations build employer brand awareness and attractiveness to become future-proof employers of choice. 

Register for the REBR Awards 2023 (13th Edition in India) and be a part of insightful and exciting sessions with key industry leaders and top employer branding experts of 2023.