Every company has its own reputation that involves thoughts about the services, products, leaders, its history, and team members. The reputation of a company can also go beyond and inspire a specific perception such as the emotional and intellectual perception seen in ads and what people speak about a specific brand. Such a reputation is known as a brand. The reputation can specifically involve how a company is regarded as an employer and this is referred to as employer branding. The company that was analyzed was Zhenro real estate that focuses on comprehensive, business, and property development. The company has its investment distribution in six big regions and ranks 18th in the top 200 comprehensive Chinese real estate and 13th in the top 100 brand value. This analysis focuses on the effectiveness and challenges of employer branding and talent resourcing of Zhenro real estate.
An employer brand can be described as the market perception of a company as an employer. It also includes a description of the promise to employees in exchange for the skills, contacts, talents, and experience of employees. An employer branding can be used for talent resourcing as it is a way to market a company to potential job seekers. This is achieved by communicating how an organization is a good employer and also a good place to work. One of the ways that employer branding can be shown is through showing the cultural differentiators of a brand and showing how a company can be a top place to work.
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Effectiveness
The company has job descriptions that show the position and the roles of the founder and the chairman. The position of the chairman has been accurately described as being responsible for the overall management, investment strategies and an overall business development of the group. The job description of the senior adviser of Zhenro properties has also been adequately described. The role of the senior adviser of the company can lend his experience and provide strategic advice to the company. These two job descriptions have been well articulated and are effective in employer branding. They would also be effective in talent resourcing as they would attract potential employees that would have the specific experiences.
The company has a contact form that could be used as an effective query platform for job seekers. The contact page includes the specific location of the company where it is located in Shanghai, China. It also includes various forms of contact such as media relations, public affairs, and customer service. An additional QR code is also provided for the WeChat profile for the company where one can follow Zhenro properties. The contact information where potential employees can post their applications is also provided through the contact form of the human resources department. In case a potential employee would like to contact the company, there would be multiple ways that one can contact the company.
While the company is based in Shanghai, China, it has international operations and the company has a website that is designed in both English and Chinese. This shows that the company is culturally aware of the diversity of its employees. The website would thus be relevant in attracting international talent. Any potential employee would go to the website and easily go through the website to find out more information about the company in different languages. This would be effective in improving the employer brand by showing that the company is culturally aware to the language needs of different employees and even potential employees. Additionally, it would be effective in attracting talent resourcing as it would engage individuals from different parts of the world that speak different languages.
Challenges
One of the challenges of Zhenro’s real estate employer branding can be seen through its career website which is not attractive enough. The career website of the company is not attractive enough and it does not include rich content that shows the culture of the company. The design of the website was somewhat old fashioned and it had a central picture that took too much space of the entire webpage. The picture appeared as a randomly downloaded image that did not improve the company’s employer brand perception. It is difficult to interpret the company’s culture, work environment, and additional information as a potential candidate from the career website of Zhenro. The website does not also introduce any of the company’s operation and this could deter some of the talented graduates. Zhenro has a poorly developed career website and this could impede employer branding and hinder its talent resourcing strategies.
Another challenge that the company has is that it does not have a clear job description. A clear job description is important to ensure that the career page is effective. From the analysis of Zhenro website, the company had a job description that was only limited to two of the chief executive employees. There were no job descriptions for other employees within the company. In case potential candidates desire to seek employment within the company, they will find it difficult to find accurate descriptions of job descriptions. The career page did not have an adequate number of job descriptions and this could create a challenge for employer branding and talent resourcing.
The company also faces the challenges of not having a good employer brand through the use of interactive content such as culture videos, real images, and a blog. The use of such interactive content would play a big role in improving the employer brand. A culture video can be used to show a brief review of the culture and employee benefits of the company. The absence of such a video can create a challenge in the employer branding strategies of the company. The absence of real images that shows employees in their working environment could also be used to establish an employer brand. These images are absent from the company’s web page and thus impede the talent resourcing effort. The absence of a company blog that shows company stories about the development of products and various endeavors of the company can also reduce the employer branding and talent resourcing strategies. The use of such company blogs could be a way to communicate about the different aspects of the company. It could show interesting stories about the company and show the interesting aspects of working with the company. The absence of interactive content such as video content, images, and a company blog create a challenge with the employer branding and talent resourcing strategies.
Conclusion
The analysis Zhenro Properties showed that there were both effective and challenging aspects of employer branding and talent resourcing. Some of the effective aspects included having job descriptions for some of the employees, having a contact form, and having its website in different languages. The contact form includes contact information about the human resource department where one can send their job applications. There were also challenges such as the lack of a comprehensive job description for most of the employees, a career website that was not interactive enough, and the lack of interactive content. In case Zhenro choses to improve its employer branding strategies, this would create a buzz about the company and attract job seekers and happy employees. The company should thus strengthen on the effective aspects and improve on its challenges in order to improve its talent resourcing strategies.
