Employer Branding: An HR Marketing Tool

Many surveys have shown it: yesterday, the only real motivator, salary is no longer enough to attract and retain talent. Professional development, recognition, working conditions, the general atmosphere, and a sense of belonging are now equally important elements of motivation and commitment.Employer Branding: What exactly is it?

The notion of Employer Branding is on everyone's lips today; it has never been more relevant.

Indeed, in the 2.0 era, companies face a rapidly changing environment: increased competition, "Generation Y" candidates who view companies as consumer goods, and dynamic information flows that circulate and are exchanged. This is why each company must cultivate its image and implement a real seduction policy if it wants to attract the best and keep them. And this is where the concept of Employer Branding comes in!

Indeed, Employer Branding is the image of the company; it carries its identity, thus establishing itself as a key element and a challenge in HR strategies.

Employer branding is based on the following 3 concepts:

Identity. This is the set of elements intrinsic to 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, etc.

Image. Employer image defines what employees think and expect from their company.

Reputation or 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 be born 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, 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 the attractiveness of your company while positioning it at its best.

Your internal resources are your best allies. Indeed, do not hesitate to use targeted and authentic messages that address all the internal resources of the company and that convey a coherent image in line with the culture and identity of the company. Employees, thus confident, become loyal, committed, 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, a catchy slogan.

Philippe Montant
CEO ReKrute