It’s no secret. In the age of the Internet, employers carry out searches on LinkedIn, Facebook and other profiles to find out more about prospective candidates. But make no mistake, candidates too want to know more about the company to which they are applying. Enter employer branding ; the new marketing approach that plays a vital role in human resources management and is paramount in today’s world for a company’s reputation and brand image. The employer brand is the main element that will attract prospective candidates to a company and therefore make employees want to stay. In this article, we look at the best way to build a good employer brand. What exactly is employer branding and how can talent be attracted and retained?
What is employer branding?
Employer branding and recruitment are often closely linked. A concept that generally relates to the marketing techniques and marketing channels used by a company to communicate a brand image and attract future employees, employer branding is the key to attracting as much talent as possible, differentiating yourself from the competition, and becoming the company where everyone wants to work.
Employer branding is a challenge generally faced by HR and communication departments and is not only used to ensure successful recruitment, but also to obtain the loyalty of employees. If a company has mastered how to do employer branding and has a strong employer brand. As a result, it means that it will be a reliable company with an excellent reputation. As such, it will attract the best profiles in often very competitive sectors.
How can I promote my employer brand?
You’ve got it. All companies, big or small, need an HR marketing strategy. In order to recruit employees that will add the most value, the company must be able to attract the best candidates. In the context of digital transformation, this is no easy task. You need to be in touch with the new generation to be at the forefront of all recruitment opportunities. Employer branding trends are ever-changing, but a company should, at the very least, have a real digital strategy. Look after their online reputation and be up-to-date on social media such as LinkedIn, which is used more and more for recruitment. A strong visual identity is essential. Action plans determine the marketing content for conveying strategic messages and standing out from the competition.
Building an employer brand
Building and maintaining an employer brand takes time and effort. Communication is paramount and companies must target not only prospective candidates but also their own employees. If current employees believe in the HR policies and practices of their company, they will be more likely to promote the company, becoming the natural ambassadors of the employer brand. New tools have led to the creation of various websites where candidates/employees can review different companies. Glassdoor is the most notable of these: a website where employers can be recommended. Based on the Net Promoter Score, it indicates a customer loyalty and customer satisfaction indicator. The higher the position of a company on this website ; the more likelihood there is of a prospective candidate applying to that company over another.
To communicate employer brand identity effectively, a company must have a strong presence on all communication channels ; particularly on the Internet and on social media. In today’s environment, social media represent the channel most used by young candidates to research a company or their next interviewer. The rise of digital technology means that candidates can now access all sorts of information about the company in just a few clicks. A good employer branding strategy is therefore of the utmost importance. The more positive the image portrayed by the company ; the higher the chances of attracting the types of profile that correspond to their needs. Discourse should be transparent and attractive to candidates, while promoting the corporate culture and commitments of the company.
Don’t forget, once you have recruited talent, the next challenge is to retain talent by making onboarding a priority!
Employer branding examples
Many large companies invest a great deal of time into communicating about their employees and/or their working methods ; in order to promote their employer brand, following in the footsteps of organizations as widely diverse as McDonald’s and the Army. McDonald’s communicates mainly about the number of employees taken on. Training provided for employees and the prospects for career development within the group. As such, the brand helps to generate a feeling of privilege, among the employees, of being able to share the values of the group, and a corporate culture that strengthens the firm.
Both the United States Army and the British Army increasingly use social media to communicate about their recruitment policy ; adapting to changes brought about by digital transformation and targeting groups where they are most likely to arouse interest.