Employer branding concerns how your company represents itself to your employees, and potential employees. Therefore, by effectively communicating your employer brand to new hires, the initiation training process offers a clear picture of your company culture and what is expected of employees. As a company, you may be concerned with losing the human touch when delivering your training in an online capacity. You may feel like your employer brand will somehow be diluted, or that there could be a lack of feedback in terms of your employees specific questions regarding their new roles. With that in mind, we are going to outline how online training can actually help your employer brand, not destroy it, and outline the advantages of the online training approach.
The effective communication of your brand will start during the orientation process at the outset of employment, according to research by
Glassdoor. It is during this period, that you will effectively communicate the company’s culture, values and promises.
The Online Orientation Approach
According to
Kineo’s research on the brand-led learning approach , the personality of an organisation embeds thoughts, feelings and images of your company in the minds of your employees.
Online training is white label allowing you to use your logo and brand visuals as soon as your employee enters their training. Secondly, your employees will get up-to-date information on details of your company, who are the pivotal players, health and safety information and any additional information you think they may require. Online training modules are easily amended to be more specific to that employee and can be changed depending on location or language.
New hires will come away from initiation training with a first impression no matter what. Controlling this first impression is not easy but using clear messaging in online materials can help.
Clear training and brand message ensures they will be ready on day one and are getting consistent training.
Consistency
By using the online approach, you are also ensuring you are delivering consistent training to your employees. This can be very important if you are worried about the protection of your brand. Each employee will gain the same level of knowledge regarding your organisation, its structures, and its overall identity. More importantly, your training materials are not subject to a variety of interpretations by trainers. One well-known company, in the manufacturing industry, spoke to us about the difficulties they were having getting just two trainers to deliver the same material in the same way.
The Rise of Technology
The online orientation process is increasing in popularity of this there is no question. Technology is helping with the delivery of training materials and helping in the retention of information by employees. Online training systems ensure that your employees will retain critical information about your company and that they are continuously reminded of your brand. This is why developing and protecting your employer brand through training materials (presentations, video, graphics and testing) is extremely important when you choose the online process. Money is well spent on getting training materials right and optimized for employer branding. This will also allow you to take advantage of the huge cost savings that come with online versus face to face training.
Reduction in Cost
According to a report by
Training Industry, over 90% of training executives surveyed felt some pressure to reduce costs, and more than 50% indicated that they felt “significant” or “intense” cost reduction pressure. Choosing the online approach could help significantly lower your cost, ensuring that you can reinvest the money saved in other areas.
The online approach ensures your employees will be better informed and more aware of your brand. All of the information delivered is created and controlled by you, so if your employer brand is your primary concern, you can create content towards that. Broadly, it’s an interesting question, but the online orientation process poses no threat to an employer brand.
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