Employer branding is the combination of actions taken by a company to improve its image, using the principles of marketing. Positive results are obtained based on the attraction and commitment of talent. In addition, they obtain a corporate reputation.
The goal here is to build good expectations for future employees, it is necessary to turn them into brand ambassadors, promoting the employee experience, taking care of the corporate media and the information that is transmitted on social networks.
Summary
- For the attraction of talent, the structure of the management team and the people who make it up must be carefully considered. It is essential that they have skills not only in managing people, but also in introducing value propositions to employees (4).
- The personal well-being of employees is not just beneficial for them, as it is also good for their productivity.
- The value of a brand can collapse almost instantly, based on the opinions of users and employees. This is why an employer brand must not only look attractive, it must really be attractive.
13 questions to help you understand employer branding
Employer branding is a long-term strategy aimed at creating a good employer brand image. Both internally (current employees) and externally (potential future candidates). Employers need to attract, motivate and retain current employees. At the same time, they must ensure that future employees consider the company as a preferred choice when it comes to choosing their career path (7).
1. Why is employer branding important for employers?
HR departments in almost all companies take into account both external and internal employer branding. The following factors are the reasons for this.
It makes your company a more attractive place to work
Through your empathy towards the organization and the creation of the best workspace, you will be able to retain the best employees. In addition, you will make talented employees want to pursue a career in the company.
Boost productivity and generate savings
In addition to attracting and retaining talent, a company with a good employer brand will benefit from increased productivity. Check out the latest Workplace Productivity Statistics.
Promotes a good working environment
Several employer branding actions, such as the use of social media, empower employees by giving them greater voice and visibility.
2. What is the objective of employer branding?
Employer branding should focus on building and strengthening a brand that attracts interest. This way, employees would want to be part of it and contribute to its project, for personal growth (5).
Many companies strive to appear in rankings of the best places to work. However, they do not realize that they may already have in place those practices that give companies such as Google, Netflix, and Apple, among others, so much prestige.
3. How can I make an employer brand attractive?
It is essential to have a company website, which reflects the corporate brand and offers a consistent image to the public. Company websites are now optimized for mobile devices. This is a very important aspect, as a large part of the monthly visits come from mobile apps.
Here are a few things you can do to make your employer brand attractive:
- Talk to your marketing team to take a coordinated approach.
- Add an image that welcomes users to the site and introduces your brand.
- Post status updates to encourage interaction with your target audience.
- Add products or services and ask for recommendations to let people know what you offer.
- Highlight groups of interest to attract a larger audience.
4. How to create an employer branding strategy?
Employer branding strategies are designed to enhance the company’s image. They achieve this by taking advantage of new digital tools, such as social networks or multimedia technology.
The selection of qualified candidates is no longer done by the traditional method. Nowadays, any HR consultancy or headhunting department is well aware that it is the candidates who choose the places where they work (1).
5. Advantages and disadvantages of an employer branding
Employer branding is here to stay, and that’s because of the great benefits it brings to the company.
Advantages:
- Talent
- Retain your employees
- Commitment
- Employer of choice
Disadvantages:
- Long process
- Expensive
6. How to promote your employer brand?
Employer branding should be shared through numerous channels: social media, third-party recommendations, recruiters, and advertising. All must convey a complete and coherent message.
The aim is to provide applicants with a clear picture of what it is like to work at the company. An attractive employer brand should also be expressed with fun and interesting messages. Accompanied by photos and videos that make the company easy to find. All this will help attract talent to the company.
7. What are the benefits of employer branding?
More and more companies realize that taking care of their employer branding is as important as taking care of their global brand. Here are some of the benefits:
- Attraction and retention of talent.
- Increased financial results.
- Increased employee motivation and commitment to the company.
- Becoming an employer of choice, jobseekers want to join companies that offer added value beyond an attractive salary.
8. How to enhance your employer branding?
The way you communicate the corporate culture and the atmosphere of the company is key to any recruitment process.
- Be authentic: Your company’s leadership will have a significant impact on your company’s culture and employee happiness.
- Be human to boost your employer branding: When someone decides which positions to apply for, they will want to see that your company has a human and trustworthy side.
- Transparency first and foremost: If you don’t give an accurate picture of what it’s like to work at your company, you may be missing the whole point of employer branding.
- Ask for feedback: As the trust between employees and the company strengthens, so will the honesty of the opinions you receive, which allows you to enhance the corporate culture (6).
9. How to develop employer branding in a company?
The reputation of a company as an employer is a key factor in attracting and retaining talent. This makes employees want to stay with the company and contribute to its progress and growth.
Tell me what you are like, and I will tell you if I want to work with you
However, it is important for the reward system to have a benefits plan in place. In other words, it must be aligned with the brand’s reputation strategy and the value proposition put forward to employees (2).
It is used to generate branded content oriented to the consumption of the employees themselves. This is one of the great challenges recommended by HR and marketing professionals.
Candidate experience
Refers to profiles on job search sites, telephone contacts and personal interviews, etc. All points of contact must be taken care of to provide a positive experience.
Measurement
Regardless of how long you have been making efforts to improve employer branding, it is very important to establish measurement mechanisms that allow you to calculate the return of these strategies. This way, you will be able to correct and optimize them.
10. How do you measure employer branding?
To know if all the actions and investments we are carrying out are on the right track, it is necessary to measure profitability.
- More than 80% of a company’s employees would be willing to change companies if they were hired by a more reputable one.
- More than 60% of potential candidates research and analyze the company before filling out a registration form for an offer.
- Nearly 50% of users drop out of recruitment processes if they find the registration steps too complicated.
These three pieces of information provide us with sufficient insights to work on them, improve these areas and avoid what is known as talent drain (3).
11. Why is employer branding important for efficient recruitment?
Employer branding involves reinforcing the company’s brand as an employer in order to attract talent. The aim is to build good expectations for future employees, as a result of a positive perception of those who are part of the company.
Employer branding arises from the need to create more competitive work teams
It is necessary to turn employees into brand ambassadors. Promoting the employee experience, taking care of the corporate media and the information that is transmitted in social networks. This way, employee loyalty will be improved, reducing absenteeism and staff turnover.
12. Differences and similarities among companies working with employer branding strategies
In today’s digital era, new generations are more demanding in terms of their jobs.
| Similarities | Differences | |
|---|---|---|
| Benefits | Employee benefits rate | With different techniques for attracting talent, each company follows its own attraction strategy |
| Motivation | Focusing on employee motivation and satisfaction | Not all retain the values they started out with |
| Talent search | Searching for, attracting and retaining talent, as well as constant innovation | Not all companies offer career development opportunities to their candidates |
| Objectives | Differentiation of objectives, conveying an attractive image to your candidates. | Only in some cases, the needs of the employee are taken into account, thus allowing for a work-life balance |
13. An example of employer branding
One of the most effective strategies to attract talent to your company is to build a strong employer brand. When we think of employer branding, Google is the first company that comes to mind. Its strong employer brand means that it has a great ability to attract talent.
Employer branding in a company has to be real, maybe it’s time to change the phrase “customer first” to “talent first”?
By doing so, they get their employees to speak highly of the company and show on social media how happy they are to be there. Google offers a lot of benefits to its employees, which also leads to high employee retention.
Conclusion
Digital innovation has resulted in a global transformation, and thanks to technology, companies are now able to present their culture with a mission, vision and values. The traditional method where candidates participated in person, for interviews, is no longer applied; now through an employer brand, it is possible to learn about the benefits that everyone who belongs to the company’s workforce can enjoy.
Employer branding is the new way for talent to get to know the company’s image. Employees will be the best reference point for other potential talents that could join the organization. Employer brands of talent such as LinkedIn, for example, become companies with more followers that register and operate to attract qualified talent. Increasingly, the professional sector is growing in different specialities, participating and performing their skills, and capabilities, increasing the volume of talent with the mission to innovate towards growth and stabilizing their economic possibilities.
References
1. Global Group , Z. (2021, June 9). Employer branding, the best ally of human resources. Technology Services and Talent Solutions. Retrieved September 25, 2022,
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2. Euroforum (2020, March 18). Employer Branding: what it is, advantages and how to promote it. Companies, training and development. Retrieved September 25, 2022
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3. Pardo, D. (2018, November 19). PEOPLE AND LEADERSHIP Employer Branding How to measure your ROI? Metrics and results. Employer Branding. Retrieved September 25, 2022
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4. Mouliaá, M. M. (2017, May 16). The importance of attracting and retaining talent in your company. Human resources management in SMEs. Retrieved September 25, 2022
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5. Rendón, G. (2021, November 20). 6 key aspects to consider in an employer branding strategy. Employer branding strategies. Retrieved September 25, 2022
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6. Rodríguez, S. R. (2022, June 6). 4 simple ways to boost your employer branding. In Employer Branding. Retrieved October 4, 2022
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7. García Bueno, A. (2019, July 19). Employer Branding: a fundamental tool in the management of talent attraction and retention in companies. University of Vallalodid. Faculty of Economics and Business Administration. Final Degree Thesis. Retrieved October 5, 2022
