Employer branding: definition and how to promote it?

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The employer image conveyed by a company is one of the most important pillars in convincing a candidate.

Indeed, it is not for nothing that 96% of companies believe that the employer branding has a positive or negative impact on their recruitments (CareerArc). However, less than half of companies monitor it and implement actions to promote it. Therefore, it is important to understand what employer branding is, and how to optimize it.

What is Employer Branding?

Definition and objective

Employer brand is the term that defines the image returned by a company as an employer, in other words, It represents its reputation. It is implemented through a communication strategy aimed at strengthening the image of a company as an employer through marketing actions. It aims to improve brand recognition and attract talent, retain current employees, and strengthen corporate culture.

The purpose of employer branding is to create a coherent and attractive identity for current and potential employees, by highlighting the positive aspects of working for the company. This can help boost employee satisfaction and loyalty, improve productivity, and strengthen the company's reputation as an employer of choice.

Adopt a marketing mindset: employer branding is where recruitment and marketing meet. In an increasingly candidate oriented marketplace, you need to adopt this mindset in order to attract the right candidates and improve your candidate experience. HR and marketing teams need to work together to create an effective content strategy: an HR marketing strategy.

Follow our advice, and thanks to your employer brand (but not only!) , conduct effective recruitment campaigns !

To help you make an initial analysis of your situation, discover your positioning and that of your competitors for free thanks to our tool employer branding benchmark.

Improving your employer branding

The power of employer branding continues to accelerate. So you have to ask yourself How to promote this employer brand. Today, 90% of job seekers take into account the employer brand when applying. At a time when the recruitment market is facing great uncertainty, employer branding is of particular importance due to fierce competition for the best candidates.

A company's reputation is important for 95% of candidates, 68% even consider applying for an attractive opportunity if the company has a positive employer branding. Even though these candidates are not actively looking for them.

As we know, employer branding initiatives are difficult to centralize, especially for international businesses. Businesses need to be bold and authentic by sharing an honest vision of the work environment. How can organizations effectively communicate their employer value proposition to create a consistent message internally and externally to attract candidates?

The 4 main pillars of the employer branding

Customization:

Give candidates the opportunity to interact with your organization through your website, social networks, social networks, job sites, reference sites and through current and former employees, etc. These interactions offer a unique experience of engaging personally with a candidate. Be careful about managing your image on social networks, because today a negative comment from a former or current employee can have a big impact.

Recognition:

Recognizing the efforts of employees within your organization will boost team morale. In this way, each motivated person will spread their well-being and motivation to others, which will contribute to creating a positive work environment. At the end of the day, the people who work for you are all ambassadors for your brand and will be the ones who promote the organization during and after their employment.

Gathering:

A sense of belonging must be created through team activities and work clubs that can bring everyone together. Thus, your employees will not feel that they are working only in a functional way that only allows them to pay the bills! In addition, this atmosphere will shine through outside the company and will have a positive impact on the image you create among potential candidates.

Transparency and honesty:

It is important to be clear and honest about what you offer employees in order to present a realistic vision of the role and the company. It is better to be honest with a candidate than to have them discover the truth later and feel that they have been deceived.

These challenges are the very basis of a corporate culture making you want to work for you. They are as positive for your hires as they are for your results.

Creativity and innovation at the service of your employer branding

The challenges of a corporate culture

Corporate culture makes it possible to motivate employees and therefore to improve company performance. This sharing of common values makes it possible to create a sense of belonging that improves employee satisfaction, their quality of life at work and makes it possible to retain candidates.

In other words, increasing financial performance, motivation, and employee interaction is necessary to become an “employer of choice.”

Candidates, whether active or passive, are increasingly looking for companies that offer positive and caring work environments.

Creativity with agencies and consultants

To best communicate corporate culture, organizations can use recruitment consultants and employer brand agencies to effectively represent the brand to the candidates they talk to. But we alert you to the use of multiple recruiters, as this can have a negative impact on your brand and dilute the value proposition if their discourse is not consistent.

In such a competitive market, it is essential to be creative to make your employer brand stand out in order to reach the right candidates. The more creative you can be, the more effective you will be. Many still rely on traditional methods rather than looking at the problem in the face and figuring out the best way to solve it. The days of simply posting a job description on your website or other Jobboard to find the right candidates are over!

Innovation with the new tools at your disposal

Adapting to new technology can be difficult. Choose a solution that provides you with a team dedicated to the success of its customers. If you don't have a marketing team, use platforms dedicated to HR marketing, and/or outsource.

Today, companies specialize in HR communication and can help you implement an optimized strategy that positively impacts your employer brand and your candidate experience. People who can answer your questions, help you make the most of technology, and who understand the job market. A specialized candidate targeting tool such as Seeqle is therefore entirely relevant.

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