When cultivated effectively, an employer brand allows a company to develop a positive image, attract new talents, and retain current employees. But how can you develop a strong employer brand? Here are some tips.
For the past few years, the term “employer brand” has been on everyone’s lips. Large companies have embraced it: Louis Vuitton, Disneyland Paris, and even Netflix.
Now more than ever, in order to attract new talents, companies are encouraged to develop this comprehensive approach to enhance their image.
What is an employer brand?
But first, how do we define an employer brand? The employer brand is a concept that emerged in the late 90s and gained popularity between 2010 and 2012. This approach refers to a set of actions and marketing levers aimed at retaining current employees and making the company attractive to future collaborators.
This strategy involves ensuring that a company’s employees feel comfortable in their roles and within the company and that they want to stay. The employer brand is thus a genuine response to the war for talent. It includes marketing and communication efforts to give the company a strong and impactful image. It encompasses:
- The company’s reputation
- The company’s values
- The organization
- The recruitment of new talents
- Internal HR management
Employer Brand vs Brand Image
The employer brand is distinct from the brand image. Having a strong employer brand means having a positive image as an employer. Brand image, on the other hand, is the public’s perception of the brand. A compelling employer brand can therefore enhance the overall brand image of the company.
Objectives of the Employer Brand
The employer brand aims to attract, recruit, retain, and turn employees into ambassadors. A strong employer brand generates engaged and enthusiastic employees. By developing and communicating its values to both the public and its employees, the brand improves its image and becomes attractive to its collaborators. It will attract talents.
But beware, it’s not just about putting up a façade! Employees, especially the young Generation Y employees, are not easily fooled. They want substance, not just beautiful words. Young employees want to see the brand embody its values. They are harder to retain, which emphasizes the importance of an attractive, dynamic, and authentic image both externally and internally.
The employer brand encompasses:
- External company image
- Internal company image
- Brand identity
- HR policy
A strong employer brand helps recruit the best talents
As you’ve understood, the employer brand heavily focuses on recruitment and hiring. The goal is to attract and retain the best elements, to discover new talents. The employer brand is thus a seduction lever that makes future candidates want to join the company.
Strategies for a Strong Employer Brand
What actions can be taken to have a strong and impactful employer brand? The company needs to demonstrate that it’s a good employer and different from its competitors.
The employer brand revolves around three steps:
- Identify the value proposition offered to employees and future talents.
- Communicate the value proposition to targets through word of mouth or traditional marketing tools.
- Ensure the company’s behavior is consistent: the employer brand delivers good results only when the company’s actions align with the message it conveys.
4 Ideas for Developing Your Employer Brand
Work on Your Values
For a strong and impactful employer brand, the company should showcase its values to attract candidates and differentiate itself from competitors.
Invest in Content Marketing
A good employer brand also requires an effective online presence: website, blog, defined visual and editorial guidelines, SEO, and social media.
Develop an Ambassador Program
An employee advocacy program is a brand ambassador program. This digital communication tool is part of the company’s communication plan and is very effective in developing the employer brand.
Foster Employee Well-being
Workplace well-being is a true factor in productivity and employee retention. It helps the company cultivate its employer brand. A comfortable and aesthetically pleasing workspace, good relationships between colleagues, and attentive hierarchy all contribute to boosting employee motivation and making them feel good at work.
The employer brand is a comprehensive approach to the company’s image that aims to attract, recruit, retain, and nurture employees. Thanks to an employer brand strategy, recruitment processes are greatly facilitated and cost less for the company. The best talents are already convinced of the company’s added value. Developing your employer brand and attracting potential candidates involves several techniques used by recruiters: providing a good quality of work life, working on company values, developing company culture, fostering a sense of belonging, and maintaining a positive image. Cultivating your employer brand allows you to become an attractive employer, reduce turnover, and take care of your human capital. So, are you ready to make your brand shine?