Generally, implementing an employer branding strategy in a company is beneficial since it helps attract the best talent in the market and, in turn, contributes to achieving greater commitment from people with the organization.
What is employer branding?
There is no single definition to understand what employer branding is about, employer branding measures the attractiveness of your company as a place to work, both for your current employees and for potential candidates. It takes into account your values, culture and work environment. Therefore, the employer branding of a company is a promise, which if fulfilled, represents a high return on investment.
In order to work on the employer brand, the Human Resources departments have a fundamental mission that consists of adopting a more “marketinian” vision and applying HR marketing in their policies for attracting candidates and retaining workers.
Objectives of employer branding
The main objective of employer branding is to make a company a very attractive place to work in order to attract and retain the best talent. To do this, it is necessary to listen to the needs of employees and be aware of new trends in the field. Implementing employer branding strategies can help the organization to differentiate itself from other competitors and gain notoriety.
Employer branding benefits
Employer branding, as we have already mentioned, brings with it advantages such as the incorporation and retention of the best talent in the company, which makes the organization a more competitive company. At this point, it is interesting to bear in mind that employer branding is a key factor in the construction of an attractive value proposition that directly influences employee commitment and is reflected in the company’s results: the greater the commitment on the part of employees, the better the results.
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- “Distant Relative” employer brand: Treats the employee as an asset, referring to him/her with terms such as human resources or staff. What do young people value in these companies? Although at first they seem distant, when delving into them they perceive them as close and credible, so we could say that what they value most is, above all, the trust generated by the way they present themselves.
- Employer brand “Protagonist”: These companies dedicate much of their content to talking about themselves with little reference to the candidates. What do young people value in these companies? That the value proposition generates trust since they make use of certificates and facts, however, young people would like the company to address them more directly.
- “Direct” employer brand: They are presented in a more rational way by appealing to terms and tangible elements such as “stability”, “development”, “remuneration”, “training” and, like the “Distant Family” treats the employee as a an active. How does the candidate perceive these types of company? As too direct and rational, which sometimes leads him to interpret the proposal as aggressive and intimidating.
- “Singular” employer brand: This type of company is committed to sustainability, equality or innovation in its value proposition. At this point it is interesting to note that the percentage of candidates who would like to work in this type of company is very similar to the number of employees who would not like to work in them.
What does a worker look for in a company?
Employer branding should already be a key element in the roadmap of all organizations. What candidates demand from companies demonstrates the importance of employer branding. Therefore, as a company, offering a value proposition, with the technical and emotional aspects that help it to differentiate itself, increases the ability to attract talent.
Trends and future of the employer brand
Talent needs have changed and evolved to the same extent as the social landscape, talent is a scarce factor and if we talk about specific talent even more so. Therefore, attracting talent has become strategic , and if this is achieved, it will become a competitive advantage that is very difficult to copy.
One of the attractive factors that is expected to grow in the coming years is the possibility of training and development. Companies must make an effort to offer a training project that helps keep the knowledge and skills of their teams up to date.
To guarantee the best experience for talent, it is interesting to consider following these 5 steps:
- Create focus groups with your professionals that allow you to analyze and guide your talent management.
- Set measurable goals to clarify what you hope to achieve and be able to reliably measure your results.
- Invest in rewards and recognition to drive talent engagement, especially in the toughest times.
- Survey professionals in their different phases, especially potential candidates, to find out if their expectations align with the experience you offer them.
- Automate and use technology to facilitate constant contact with your employees, so they can never feel ignored.
Digital Employer Branding
Digital branding involves approaching the employee and not just the customer or the competition. To achieve this, companies must focus their efforts not only on communicating their products or services, but also on communicating the employer brand .
To achieve this, a more personal and direct approach is necessary, especially through digital channels such as social networks, leaving aside massive and distant practices. In the digital environment, communication and the relationship with candidates and workers change and take place in new scenarios such as the corporate website, e-mail, chat or social networks.
Now… What elements make up a successful digital employer branding proposal ? Among the digital trends on the rise in the HR framework, social networks allow faster and more specific sharing of data about the company, its culture and its values so that professionals get to know it and feel involved from the first moment.
For this reason, it is essential that employer branding also goes through the digital environment and, as we have already mentioned, especially through social networks. A corporate channel on YouTube or pages dedicated to the firm on LinkedIn or Facebook are simple and convenient examples.