Employer Branding: An HR Marketing Tool
31 December 2015
Read by 3529 persons
Numerous surveys have shown it: yesterday, a real lever of motivation, salary is no longer enough to attract and retain talent. Professional development, recognition, working conditions, general atmosphere, and a sense of belonging are now just as important elements of motivation and commitment.
What exactly is Employer Branding?
The notion of Employer Branding is on everyone's lips; it has never been more topical.
Indeed, in the 2.0 era, companies face a rapidly changing environment: increased competition, "Generation Y" candidates who consider the company a consumer good, and dynamic information flows that circulate and are exchanged. This is why every company must cultivate its image and implement a real seduction policy if it wishes to attract and retain the best. And that's where the concept of Employer Branding comes in!
Employer Branding is the image of the company; it embodies its identity, thus establishing itself as a key element and a challenge in HR strategies.
Employer branding revolves around the following three concepts:
Identity: This is the set of intrinsic elements of the company, those that make up the company and give it its DNA: its values, its culture, its know-how, its professions, its work environment...
Image: Employer image defines what employees think and expect from their company.
Reputation: How the external environment perceives the company.
How to energize and perpetuate your employer brand?
As with any communication or marketing plan designed to promote a product, Employer Branding must be part of a real strategy. It must stem from an analysis of the existing situation, a review of the internal and external perception of the company, and be accompanied by coherent actions and messages.
Dedicated tools: HR mini-sites, interactive and attractive career pages, well-written job offers, and the use of social networks are all tools that, if optimized and used wisely, should increase your visibility and allow you to implement a real recruitment strategy to attract potential candidates, develop your company's attractiveness while positioning it in its best light.
Your internal resources are your best allies. Do not hesitate to use targeted and authentic messages that address all the company's internal resources and convey an image consistent with the company's culture and identity. Employees, thus confident, build loyalty, commit, and de facto communicate positively about the work environment in which they evolve. They then become your best ambassadors.
Your Employer Brand is built like a project. It must be sustainable and must not be positioned as a single advertising campaign or a catchy slogan.
Philippe Montant
CEO ReKrute
What exactly is Employer Branding?
The notion of Employer Branding is on everyone's lips; it has never been more topical.
Indeed, in the 2.0 era, companies face a rapidly changing environment: increased competition, "Generation Y" candidates who consider the company a consumer good, and dynamic information flows that circulate and are exchanged. This is why every company must cultivate its image and implement a real seduction policy if it wishes to attract and retain the best. And that's where the concept of Employer Branding comes in!
Employer Branding is the image of the company; it embodies its identity, thus establishing itself as a key element and a challenge in HR strategies.
Employer branding revolves around the following three concepts:
Identity: This is the set of intrinsic elements of the company, those that make up the company and give it its DNA: its values, its culture, its know-how, its professions, its work environment...
Image: Employer image defines what employees think and expect from their company.
Reputation: How the external environment perceives the company.
How to energize and perpetuate your employer brand?
As with any communication or marketing plan designed to promote a product, Employer Branding must be part of a real strategy. It must stem from an analysis of the existing situation, a review of the internal and external perception of the company, and be accompanied by coherent actions and messages.
Dedicated tools: HR mini-sites, interactive and attractive career pages, well-written job offers, and the use of social networks are all tools that, if optimized and used wisely, should increase your visibility and allow you to implement a real recruitment strategy to attract potential candidates, develop your company's attractiveness while positioning it in its best light.
Your internal resources are your best allies. Do not hesitate to use targeted and authentic messages that address all the company's internal resources and convey an image consistent with the company's culture and identity. Employees, thus confident, build loyalty, commit, and de facto communicate positively about the work environment in which they evolve. They then become your best ambassadors.
Your Employer Brand is built like a project. It must be sustainable and must not be positioned as a single advertising campaign or a catchy slogan.
Philippe Montant
CEO ReKrute
