Employer branding: where should you start?
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Employer branding January 29, 2019
5 min.
In a recent eBang, we explored the world of employer branding. Today, we’d like to continue our reflection by looking at some of the actions you can take to boost your recruitment efforts.
Employer branding definition: what is it and why is the marketing around it important?
Employer branding refers to shaping and promoting a company’s image, reputation and perception as an employer. It involves strategically managing an organization’s identity, culture, values and unique attributes to attract and retain top talent. Branding aims to paint the organization as an employer of choice, differentiate it from its competitors, and create a positive and attractive image with current and potential employees. It encompasses elements such as corporate culture, employee experience, job offerings, benefits and development opportunities, all of which contribute to the organization’s overall reputation.
Cultivating a strong and authentic employer brand has become a strategic imperative as competition between companies grows. In B2B, where partnerships and collaborations are crucial, employer branding shapes perceptions and attracts like-minded companies. It goes beyond the conventional goal of talent acquisition to encompass the overall reputation and appeal of the organization.
Why improve and nurture your employer brand?
In a B2B context, employer branding is about attracting the best talent and influencing the decision-making process of potential customers and partners. A strong employer brand is a differentiator, highlighting the organization’s unique culture, values and work environment to inspire trust. It is a crucial part of recruitment marketing. By presenting an authentic and appealing concept, B2B companies can position themselves as sought-after collaborators, fostering long-term relationships and paving the way for new business opportunities.
How to build a strong employer brand?
The first step is diagnosis. You must clearly understand the current situation to build a compelling employer brand.
In addition to looking at your online reputation, you’d be well advised to interview your current employees. Ask them, via an anonymous survey or a confidential meeting with human resources, what they think of your company. Why do they work for you? What do they like about their job, and what would they change?
The picture you get from this survey will enable you to create a fundamental document: your Employee Value Proposition (EVP). This will form the basis of your sales pitch.
An employee value proposition answers all candidates’ questions: What’s in it for me? Why should I join this team rather than another?
More than just a list of benefits, the EVP is a dashboard for your employer brand. It groups your company’s distinctive features into five categories: compensation, benefits, career, work environment and culture. These categories include pay equity, work-life balance, mentoring, professional challenges and team spirit.
Employer branding in recruitment – the benefits of creating strong employer branding
Once you’ve defined your employee value proposition, you can turn your attention to the concrete actions you need to take to effectively communicate your employer brand to job seekers, while enhancing the experience of your current employees. By strategically developing and promoting your employer brand, you can influence the way your organization is perceived by potential candidates and position yourself as a prime employer.
Quels sont les 3 composantes de la marque employeur?
Employer branding can be approached in many different ways. At Bang, it unfolds along three principal axes: culture, employment and motivation. Within these avenues, various sales, HR or communications tactics are conceivable.
- Culture
Organizational culture is a fundamental element of employer branding. It encompasses the values, beliefs and behaviours that define the work environment and employee experience. A positive, inclusive culture fosters employee engagement, satisfaction and productivity. It’s about creating an atmosphere where individuals feel valued, respected and connected. A strong employer brand highlights the unique aspects of the company’s culture, showing its commitment to teamwork, innovation, work-life balance and employee development. Thanks to a dynamic, supportive culture, companies can attract the best talent that matches their values, contributing to long-term success. - Employment
The job itself plays a vital role in employer branding. It’s all about designing challenging, meaningful roles and responsibilities that align with employees’ skills and aspirations. A well-defined job description communicates expectations and enables job seekers to assess how their skills can contribute to the company’s objectives. Highlighting opportunities for growth, learning and advancement within the job contributes to the attractiveness of the employer brand. Organizations prioritizing job satisfaction and offering professional development opportunities create an environment where employees are motivated to give their best and become ambassadors of the company’s employer brand. Moreover, satisfied employees can lead to employee referral, which could help support your hiring efforts. - Motivation
Motivation is a crucial element of employer branding, as it directly influences employee commitment, performance and well-being. A powerful employer brand recognizes the importance of motivating employees beyond financial compensation. It’s about creating a work environment that encourages autonomy, collaboration and recognition. The employer-employee relationship is key. Recognizing and appreciating employees’ efforts, providing opportunities for personal development and offering competitive benefits and rewards are essential! A motivated workforce is an important factor that contributes to increased productivity and reinforces the organization’s reputation as an employer of choice by attracting talented people who seek an environment conducive to personal fulfillment and well-being.
What does this mean, really? What will your employer branding strategy actually be?
Implementing an employer branding strategy requires a planned and systematic approach to effectively communicating an organization’s desired image and values, using different channels. A common tactic is to create an attractive career page on the corporate website that showcases unique aspects of the organization’s culture, values and benefits. For example, companies like Google and Salesforce have dedicated career portals that overview their dynamic work environments, employee benefits and development opportunities.
Another effective implementation strategy is to leverage social media channels to share employee stories, company events and behind-the-scenes content. Airbnb, for example, uses Instagram to showcase its diverse workforce and inclusive culture, attracting job seekers who prefer this kind of working environment. In addition, organizations can participate in industry-specific events, job fairs and networking sessions to create face-to-face interactions with potential candidates and build brand recognition. By implementing a multi-faceted approach through marketing channels that combine digital platforms, in-person engagements and compelling content, companies can successfully communicate their employer brand and attract top talent that resonates with their values and aspirations.
Think also about dressing up your premises to match your corporate image or make the environment a great place to work at, redesigning the onboarding process for recruits, organizing social events and implementing reward, training or wellness programs!
Your tactics must fit your strategy, EVPs, and brand identity. It’s all about creating storytelling that’s appealing but not misleading. Remember to keep abreast of the latest HR marketing and employer branding trends.
With a good employer brand, you’ll be positioning yourself as an employer of choice, attract top talent and ensure better retention of current team members,
Building an employer brand that sticks takes a lot of hard work! If you need a hand, let us know.
