Employer Branding: Are You Familiar?
1 October 2007
Read by 1631 persons
Attracting qualified candidates, reducing turnover, retaining and engaging employees, increasing company awareness… These are challenges faced by most managers in today's increasingly competitive job market.
Did you know there's likely a single solution to these issues? This solution is your organization's employer brand, a true mark of distinction that allows it to stand out from the competition. Employer branding is what makes a company known, internally and externally, for the quality of its work environment, management practices focused on development and respect for people at all levels of the organization, its social commitment, and so on. This is what allows it to stand out, or even survive…
Obviously, the success of organizations depends on it. Because the ultimate goal is to do business. And a strong employer brand allows a company to improve its financial results. It therefore has a marketing dimension. But employer branding is much more than that…
Attractive Power
An organization with a prestigious employer brand, established according to employee interests, has given itself tremendous attracting power. People want to work for such a company because of its reputation as a good employer. Furthermore, it knows how to integrate them harmoniously, keeping its promises. It doesn't disappoint them.
Mobilizing Power
Well-treated and feeling valued, employees of a company with a quality employer brand are usually proud to work there and want to stay. They adhere to its values because they are applied in daily management, and they can adopt them. Highly committed, they have superior performance. In fact, their sense of belonging is such that they are committed to achieving the organization's objectives and the success of the company is also theirs. They become its most valuable ambassadors, contributing not only to its notoriety, but also to attracting excellent candidates. But how do you establish a strong and distinctive employer brand? That's where the real challenge lies!
Listen Carefully
I would first advise you to listen to the people who are in contact with your company, clients, suppliers, candidates, former employees. You will be able to learn what's working and what's not working in your organization. Why are you struggling to attract good candidates, why did an employee resign?
But above all, the employer brand must be created according to the expectations of the employees. It is therefore a matter of discovering what your organization can do for its staff and aligning your management practices with the expressed needs. To do this, conduct an assessment of your work environment. Take the pulse of your employees, including through surveys, which are good barometers of the state of your employer brand.
Having understood what differentiates your organization, what needs to be improved, you will be able to develop a strategy to create its employer brand. But be careful! The projected image must accurately reflect the culture and values of the organization, otherwise employees will be disappointed… and demotivated.
Show Leadership
If you want to build an employer brand that unites all your employees, you must first ensure that management adheres to it and contributes to it. You will therefore need to convince company leaders of the merits of the changes to be made.
Since the employer brand aims to attract them, you must also promote it to employees. The goal will be to explain its objectives, its characteristics, its advantages for the staff, etc. Use the intranet, the internal newsletter, bulletin boards… This is how you will gain the support of everyone.
The employer brand must also strengthen the company's image in the public eye. Display its characteristics, for example your concern for employee well-being, career development, ethics, etc., in your job postings, in your advertising.
Posted online May 5, 2008
orhri.org
Did you know there's likely a single solution to these issues? This solution is your organization's employer brand, a true mark of distinction that allows it to stand out from the competition. Employer branding is what makes a company known, internally and externally, for the quality of its work environment, management practices focused on development and respect for people at all levels of the organization, its social commitment, and so on. This is what allows it to stand out, or even survive…
Obviously, the success of organizations depends on it. Because the ultimate goal is to do business. And a strong employer brand allows a company to improve its financial results. It therefore has a marketing dimension. But employer branding is much more than that…
Attractive Power
An organization with a prestigious employer brand, established according to employee interests, has given itself tremendous attracting power. People want to work for such a company because of its reputation as a good employer. Furthermore, it knows how to integrate them harmoniously, keeping its promises. It doesn't disappoint them.
Mobilizing Power
Well-treated and feeling valued, employees of a company with a quality employer brand are usually proud to work there and want to stay. They adhere to its values because they are applied in daily management, and they can adopt them. Highly committed, they have superior performance. In fact, their sense of belonging is such that they are committed to achieving the organization's objectives and the success of the company is also theirs. They become its most valuable ambassadors, contributing not only to its notoriety, but also to attracting excellent candidates. But how do you establish a strong and distinctive employer brand? That's where the real challenge lies!
Listen Carefully
I would first advise you to listen to the people who are in contact with your company, clients, suppliers, candidates, former employees. You will be able to learn what's working and what's not working in your organization. Why are you struggling to attract good candidates, why did an employee resign?
But above all, the employer brand must be created according to the expectations of the employees. It is therefore a matter of discovering what your organization can do for its staff and aligning your management practices with the expressed needs. To do this, conduct an assessment of your work environment. Take the pulse of your employees, including through surveys, which are good barometers of the state of your employer brand.
Having understood what differentiates your organization, what needs to be improved, you will be able to develop a strategy to create its employer brand. But be careful! The projected image must accurately reflect the culture and values of the organization, otherwise employees will be disappointed… and demotivated.
Show Leadership
If you want to build an employer brand that unites all your employees, you must first ensure that management adheres to it and contributes to it. You will therefore need to convince company leaders of the merits of the changes to be made.
Since the employer brand aims to attract them, you must also promote it to employees. The goal will be to explain its objectives, its characteristics, its advantages for the staff, etc. Use the intranet, the internal newsletter, bulletin boards… This is how you will gain the support of everyone.
The employer brand must also strengthen the company's image in the public eye. Display its characteristics, for example your concern for employee well-being, career development, ethics, etc., in your job postings, in your advertising.
Posted online May 5, 2008
orhri.org
