THE ROLE OF EMPLOYER BRANDING IN A COMPETITIVE MARKET: HOW TO SHOW YOUR HUMAN SIDE

- MR. SUHAS MISRA

One of the many intriguing constraints in the realm of brand management—including teams dedicated to employer branding—is the inescapable boundary of reality. An employer—even when operating as a sole proprietorship—is not inherently as "human" as much of the employer branding copy would have you believe. Despite best efforts to personify companies, the fundamental nature of a business differs significantly from that of an individual human being.

Consider, for example, the recurring use of the word "family" in corporate contexts. Numerous startups proudly proclaim that they are a family. Many well-established businesses echo this sentiment as well, all in an attempt to showcase their human side. However, even a casual examination of this metaphor—"my company is a family"—reveals its inaccuracies. Families are many things but invariably institutions of last resort, places where prodigal sons and daughters return after their misadventures, often unconditionally. An employer, however generous, may offer many things, but extending a family-like "come back when you will" policy might not be sustainable for their survival in a competitive market. Businesses operate within constraints of performance, profitability, and accountability that differ vastly from familial relationships.