Nowadays, the battle for the best talent in the labor market is becoming increasingly fierce. Companies need not only to attract qualified employees, but also to keep them in their ranks for the long term. One of the key tools in building a competitive advantage as an employer is effective Employer Branding (EB). What value the practice of corporate gifting can bring to their operations, and how using Gifting as a Service (GaaS) can streamline the gifting process for male and female employees, while increasing the positive perception of the company as an employer?
Who is responsible for employer branding in companies
Many companies have teams responsible for creating and maintaining a positive employer image – employer branding. These teams, may consist of experts in marketing, recruitment, HR, and HR specialists. Communications. Together they work to build a positive image of the company as an attractive employer.
According to the HRM Institute report “Employer Branding in Poland 2023”: “[t]he employer branding in most organizations is still the responsibility of HR departments (54% of indications). One in five organizations has an employer branding department (19% of indications). For years, marketing departments (25%) and internal and external communications departments have also been included in employer branding activities. 8% of those surveyed in 2023 indicate that in a company, the board of directors is responsible for employer branding activities.” (p. 16).
This underscores the fact that EB activities in companies are important, but not the most important, hence they are often included in the responsibilities of other departments.
Tasks of employer branding team
The Employer Branding team is tasked with monitoring and analyzing the opinions of male and female employees or candidates in order to understand their needs and expectations of the company. Develops strategies and activities to promote a positive corporate image in the labor market. Creates content and campaigns that showcase the company’s culture, values and offerings to employees. It also supports recruitment by involving employees in recommendation processes. He is also responsible for tracking the results of his actions and taking corrective action if necessary.
Corporate gifting in employer branding
One of the important aspects of employer branding is creating bonds with employees and potential candidates. To this end, it is worthwhile to use the practice of corporate gifting, i.e. giving employees and female employees various kinds of gifts and corporate gifts. Such actions not only strengthen internal and external relations, but also build a positive image of the employer as caring for those employed. Company merch is one of the most popular EB tools, as well as marketing tools.
However, as part of the many responsibilities of those responsible for EB in companies, there is not enough time to create, execute and then monitor the amount of merchandise needed. A huge facilitator in this process is the Gifting as a Service (GaaS), by means of which the responsibility for the process of designing, producing, packaging, shipping warehousing and monitoring the merchandise is transferred to an external company.
Gifting as a Service to the rescue of HR and EB departments
To facilitate the work of the Employer Branding team and ensure consistency in corporate gifting activities, consider using Gifting as a Service. This allows the team to focus on strategic activities, while the gift delivery company will take over the personalization, packaging and delivery to the recipients, and, in turn, the storage and monitoring of the amount of merchandise if needed. This service saves time and logistical outlay, while ensuring a professional approach to the entire process.
What exactly is included in these responsibilities and costs?
- Design of branded products (clothing, gadgets).
- Manufacturing or ordering them and marking them from other companies.
- External storage of these products.
- Compiling gift packages (e.g., welcome packs).
- Packaging and sending them to employees, contractors or influencers and brand ambassadors.
What is left for a company that wants to ship branded products, i.e. EB team? The best information is that not much. The most important thing is to decide exactly what products to choose and how to brand them. However, support is also offered in the design process, even for highly customized requirements.
The Employer Branding team plays a key role in building a positive image of the company as an attractive employer. To make their job easier, it makes sense to focus on effective communication, engaging employees and using corporate gifting as a tool to build relationships with male and female employees and potential candidates. Working with a company that offers Gifting as a Service can make the gifting process much easier and provide a professional approach to this element of employer branding. Nurturing a good reputation as an employer translates into increased employee engagement, lower turnover and greater attraction for top talent in the job market.
