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The employer brand is an essential hot topic in the context of companies. With more than half of employees and future recruits made up of generations Y and Z, it becomes essential to adapt your communication. Valuing your marketing plan to easily reach these new targets is just as important.
This concept brings together different recruitment issues, both internal and external, all closely linked to the image of your organization. It is important not to confuse it with the notoriety of your products!
Although the concept of "employer brand" has been around for several decades, its importance and recognition as a discipline in its own right has grown over the years. Since 1990, it has become a new key element in recruitment strategies and human resource management.
Nowadays, in the face of technological advances, we see companies investing more and more in real initiatives aimed at improving their employer brand.
What defines your company today?
Whether you are an SME or a large company, these key pages will be a valuable companion for you to succeed in your mission of creating your future employer identity.
Get ready to dive into the fundamentals and best practices of employer brand management to win the employer brand war. Through these many development tactics, you are likely to stand out.
First of all, let's define this term, so much heard in the spheres of human resources: the employer brand.
1 - Introduction to the employer brand: definition
The employer brand encompasses a large number of characteristics: the identity, image, place and reputation that a company projects as an employer. In concrete terms, these are the practices (CSR and others), values, experiences and the corporate culture offered to collaborators and employees.
Its main objective: to increase attractiveness for employees and to promote a pleasant working environment for employees.
If you want to attract new hires and retain top talent, employer branding plays a vital role. It allows a company to stand out by creating an attractive and positive perception, thus strengthening its ability to recruit the best profiles and maintain its loyalty
2 - Why develop your employer brand?
This action leads to multiple equally interesting benefits for a company.
Indeed, this allows in a first time to capture many candidates. However, to get many answers, in a world where social networks are becoming essential, being present on them becomes legitimate. In addition, 79% of candidates use social networks in their job search. (Glassdoor study) They should not be neglected.
Our advice: set your own vision, what are you looking for in your business? What are the habits of your target candidates? You have to work on the values and image of your company as well as the content of the various media. The objective is not to capture simple applications but to capture those that will be in line with your image, your values and your corporate culture.
Engaging employees in the creation and dissemination of authentic content reinforces the sense of ownership and pride in the employer brand, thus attracting the most motivated talents ready to commit. Distributing authentic and original content will also allow you to increase your visibility.
If an employer brand helps to attract very good talent, it also helps to retain current employees. Indeed, it reduces the turnover rate of your staff and therefore the costs associated with the training of new employees and more generally recruitment.
Who would say no to sustainable competitive advantages and improved overall business performance?
3 - Where to start building your employer brand?
When it comes to building your employer brand, it is imperative to follow a methodical approach consisting of several key steps. Let's see the sets now.
- Analysis of HR practices
First step, assess the current human resources practices within your company. Identify strengths and weaknesses then assess their impact on the experimentation of your employees. As an attractive and engaging manager, you will therefore be able to seize opportunities in order to stand out and improve points by limiting threats.
For example, the use of recruitment software such as ATS could allow you to save time when recruiting.
- Involve your employees
If customers represent your market, your employees represent your company. It is through them that your management policy is revealed. This is why it is important to collect their opinions on a daily basis, ask them to answer a few questions. It is even possible to propose to some to become ambassadors so that they become spokespersons for your employer brand.
At the same time, there is a need to speak with the HR department to outline challenges, get ideas, and solicit suggestions for strengthening the employer brand. Take advantage of their valuable expertise to develop a solid employer branding strategy tailored to your company.
By asking questions to different business areas you will encourage the exchange of ideas, which could improve relationships and increase team engagement and participation.
- Digital presence analysis
70% of millennials today use digital social networks to evaluate the employer brand. It is through social networks such as Facebook, LinkedIn, Twitter or Instagram that your candidates wish to learn about your company before applying for a position.
It is very important to carefully assess your online presence and your e-reputation on dedicated platforms: professional social networks, career sites and specialized forums. You have to optimize your employer brand to attract the youngest.
The analysis must be based on the consideration of several points: the comments and the evaluations made with regard to your company. This will help you identify the positive aspects to reinforce and the problems to solve to increase your attractiveness and your reputation as an employer.
- Realization of a competitive benchmark
This is an essential step that will allow you to create an effective employer brand. By carrying out a competitive benchmark you will obtain quality information concerning the high-ranking competitors and therefore on the way in which they position themselves on the market. Knowing current trends and market expectations is essential to building an employer brand that inspires. Thus, you will be able to provide you with original and competitive practic
Stand out thanks to the implementation of a unique value proposition offer! Competitive benchmarking is an ongoing process that will keep you competitive by continually adapting.
Our advice: to boost your employer brand, we recommend that you mobilize your teams by organizing impactful events! Create a unique atmosphere and rely on local engagement to develop an employer brand rooted in your community.
4 - How to define an HR marketing strategy?
An HR marketing strategy is an action plan that aims to recruit, attract and retain excellent talent using different marketing techniques. Let's see them together right now.
- Setting clear goals
Often, goals are not measurable. That's why it's important to make them SMART. Align them with your business needs and priorities.
- Specific: make sure your goals are clearly defined and personalized.
- Measurable: your objectives must necessarily be qualified or quantified.
- Achievable: they must encourage the adherence of participants.
- Realistic: they must increase the motivation of candidates and ensure that no dropouts occur.
- Time-bound: Goals should have a deadline.
- Identification of personas
To build an effective strategy, we recommend developing detailed personas. Understanding the motivations, expectations and demographics of your candidates is a good way to effectively reach your target audience.
Our first tip: Create surveys to get valuable insights into their career aspirations, values, and concerns.
Our second advice: to best personalize your approach, divide your target audience into distinct segments according to the criteria selected.
- Developing a unique employer value proposition
Finally, develop a unique employer value proposition (EVP). This is the detail of the benefits and benefits that your company offers to employees.
What aspects could attract your candidates? A strong EVP will help position your company as an employer of choice.
Highlight the following aspects:
- Create a positive corporate culture where diversity is respected.
- Provide development opportunities.
- Offer a work-life balance.
- Value competitive compensation.
- Encourage inspiring leadership and transparent communication.
- Show your company's commitment to sustainability and social responsibility.
- Favor modern and ergonomic workspaces, consider the flex office so that each employee can choose the location where they wish to work for the day. If you are interested, know that Moffi offers a flex office software to facilitate this transition.
5 - What are the levers to know to develop your employer brand?
To develop your employer brand, you need to know different levers. Let's define them together below.
- Communication and storytelling
Communication plays a very important role in the development of the employer brand. To communicate effectively, use multiple communication channels such as a website, social media, blogs, or employee testimonials.
Storytelling is a powerful tool to strengthen your employer brand. It allows you to create an emotional connection with your collaborators and potential candidates. By telling authentic and inspiring stories about your company's successes, you generate interest and engagement with your audience.
By using anecdotes and real-life examples, you can illustrate how your company has turned challenges into opportunities, created a stimulating work environment, and fostered the professional growth of your employees.
- Write original job offers
Job postings are often the first interaction you have with a potential candidate. That's why it's essential to use your creativity to stand out from the competition. By offering original and attractive job offers, you strengthen your employer brand in several ways.
First, creative job postings demonstrate your company's innovation and originality. They show that you don't just follow the norm, but are willing to push boundaries and think differently. This grabs candidates' attention and arouses their curiosity, prompting them to learn more about your company.
To help you do that, we've written an article on the best job posting phrases. These will increase your chances of finding people who are a real match for your business.
- Improving the candidate experience: choose Yuzu
One of the new challenges in the recruitment sector is the candidate experience. Indeed, during the recruitment process, the candidate must be seduced.
That's why after several years of R&D with researchers in Occupational Psychology and Neuroscience, we imagined Yuzu: a new generation and gamified Assessment Center.
We immerse talents in scenarios developed with the latest Video Game technologies. Each adventure evaluating a know-how in 10 to 20 minutes.
The advantages of the solution:
- An exceptional candidate experience to strengthen your employer brand.
- A fair solution accessible to everyone and from any computer (Cloud).
- A decision support tool to reduce cognitive biases.
Discover the future of assessment with Yuzu
Whether for your recruitment or internal mobility processes, we transform the assessment of soft skills into a strong and fun moment.
Thanks to Yuzu, it is even possible to recruit without a CV, so don't wait any longer and improve your decision-making regarding the skills of your candidates and revolutionize your employer brand.
6 - How to evaluate your employer brand?
It is essential to set clear objectives and regularly measure progress as actions are taken. This will help assess, throughout this program, the effectiveness of employer branding initiatives and ensure that efforts are generating positive results.
You can first define relevant quantitative and qualitative indicators to measure the results of employer branding initiatives. This may include: number of quality applications received, employee retention rate, employee satisfaction, performance on satisfaction surveys and many other KPIs. Regularly monitoring these indicators will allow you to assess the progress made.
Finally, regularly engage employees, candidates, and other stakeholders to assess the impact of employer branding initiatives. Use surveys, one-on-one interviews, or focus groups to gather specific information about their perception of the company and their experience as an employer.
Conclusion
Through this article, you have been able to discover the main elements that will allow you to get up to speed by developing your employer brand from A to Z. Remember the importance of communication and storytelling to effectively convey your values and your corporate culture to potential candidates. Use unique EVP and detailed personas to help you target and attract great talent.
The essential levers: original job offers, improvement of the candidate experience and the use of solutions such as Yuzu to simplify and optimize your recruitment process.
Thanks to our advice, you will be able to put in place the strategies adapted to your company to develop a strong and attractive employer brand. Keep in mind that it is useless to make a false promise, as it will have a bad influence on your employer brand.
Remember, developing a strong employer brand is an ongoing process that requires constant attention and adaptation to the changing needs of your company and your potential candidates.
Do not hesitate, continue to evaluate your employer brand. Adjust and improve your strategy to stay competitive and attract top talent to your organization. This is a significant advantage.