The employer brand, but what is it? In a few simple words: the work of the brand image, with its collaborators and candidates.
If the value of a company has long been exposed to its customers, it is now essential to be attractive to recruit talent and avoid turnover.
How to go about developing your employer brand? We have listed some tips for you.
1. Consider your employer brand as a marketing strategy
Developing your employer brand means implementing a marketing strategy.
You will therefore have to determine:
- Your target
- His expectations
- Your “conversion” goals
This preliminary work is essential. You will not communicate in the same way if you want to recruit young graduates or senior employees, for example.
2. Be visible in the right place, at the right time
In the logical continuity of the first point, aiming for a precise target supposes being in the right place to meet it. If, for example, you want to attract young executives who have just graduated, it would be in your interest to have stands in company forums, on campuses, or even to animate conferences and of course to be present via the appropriate communication channels. .
Conversely, for the recruitment of more advanced employees, you will need to organize recruitment meetings, publish regularly on platforms such as Linkedin , etc.
3. Stay open (always)
For your employer brand to resonate and convey a strong message, you need to identify two strong elements: your values and your added value.
Which makes your business more welcoming and desirable than your competition. It goes without saying that it is not enough to communicate on it only during the recruitment phase.
These values must be truly cultivated with your employees and be part of a process of constant openness. This can go through a page dedicated to your values in the recruitment section of your website or even employee testimonials (we talk about it right after).
4. Turn employees into brand ambassadors
Whether it is to buy sneakers, to choose your hotel or your future employer, today the greatest value is the experience lived. All the indicators show that opinions shared by people who have truly experienced this or that are worth more than any other feedback.
This is why, today, the best employer brand ambassador is no longer necessarily the boss or the communication manager, but your employees.
For example, you can make portraits or interviews to get them to talk about their job and their experience in the company. Or even suggest that some of them go to recruitment fairs. The idea is to put the human being in the foreground and to show that we feel good, at home.
5. Create desire with your job offers
Of course, you need to be clear and precise in expressing your expectations. And yes, the background matters. But if your ad can have that little extra bit of soul that makes the difference, that’s good too, isn’t it?
You can also use this space to start “spreading” your employer brand. By communicating on the history of the company, your values, your positioning, etc. Also, don’t forget to highlight the human qualities expected of your candidate, apart from traditional qualifications such as diplomas and experience.
6. The field, again and again
Beautiful values, which we can never see in application, this is something that could well turn against you. Also, to match your speech with reality, bet on an event that can get people talking about you and your business.
The means are multiple, event organization, recruitment via chats, presence at cultural events or sporting events, etc.
It is important to keep in mind that you will not have to communicate on your actions but on the reasons which lead you to act in this way. This is indeed where your values reside. The why is always more important than the how because it will speak to the heart of your future candidates. And this is the most important to make a choice.