The 5 keys to your employer brand strategy

Discover The 5 keys to your employer brand strategy

In recent years, human resources have experienced many changes related to the digitalization of business practices. In fact, they face new challenges in order to improve the employee experience, to be attractive in the job market and to retain the company’s vital and participative resources.

In addition, many studies have highlighted the various costs related to turnover, absenteeism and overall the malaise of employees in the company. The different organizations are putting more and more emphasis on the well-being of teams as well as the recruitment and retention of talent.

HR functions are increasingly linked to marketing with, in particular, one objective: the valuation of the employer brand. Moreover, we hear more and more about marketing and HR communication. Companies are adopting many marketing techniques to boost their recruitment strategy.

To briefly define the employer brand, it is a key lever for recruitment, the evolution of employees and finally for the reputation of the company.

The diagnosis of the employer brand

The implementation of an approach as it is, requires a first phase of diagnosis. Indeed, any project involves an accompaniment: at the beginning, during and after.
The rh audit is a major element to enter a progression process. It also helps to realize that generally we rarely start from scratch. This upstream assessment represents a certain time saving to finally optimize what already exists and what works.

In this phase, it is also important to identify the values ​​of the company, as well as the culture of the company. These are key elements in the construction of the employer brand, as they then serve to target candidates whose interests coincide with those of the company.

Diagnosis is not a fixed method and may be different depending on each company.

So, first and foremost, ask the right questions about existing tools and practices as well as about the overall atmosphere of the company. The objectives, the means and the level of investment desired should be questioned.

During this phase and throughout the process, it is necessary to adopt an agile and learning posture. In fact, we will see that the work on the employer brand stems from an open, benevolent and collaborative approach.

Master your HR communication messages

Companies are not always in the most comfortable position in the recruitment phases.

Faced with ever more demanding candidates and looking for more meaning in their future jobs, it becomes necessary to adopt a strategy of seduction with potential talent.

Today, some candidates redouble their creativity in order to differentiate themselves and work on their personal branding, notably by varying the content and leaving the frame. The company can draw inspiration from this by also proposing new models of job offers, both in substance and in form.

Some highlight their added value and even refer to their competitors as the giant Apple for example, others adopt the humor or a more offbeat in order to stand out and make the buzz.

Our favorite: making references to film characters (reference to recruiters of the company Co-efficiency).

We also have a soft spot for the story-telling video format. It is indeed a very popular content today especially by young audiences.

The possibilities are many, it is possible to say that there are as many ideas as there can be companies and possible offers.

This second key is akin to a traditional marketing approach, especially since the control of your message and rh communication can target, which becomes major in the management of human resources today.

Moreover, the creativity of a company in its communication makes it possible to show the example for the external for the potential candidates and the intern for the collaborators.

Stay tuned to your employees

Currently, the trend is for the release of employees’ words: “what happens inside is reflected on the outside”.

One of the keys to boosting your employer brand, is to start by taking into account the internal speaking while remaining benevolent and listening. An employee who feels comfortable expressing himself or herself on his daily life, whether in the positive or negative sense, feels valued and will tend to remain faithful.

Like the clients, the cost of the resignation of an employee added to the acquisition of a new employee can quickly be very important for the company. Given this obvious observation, initiatives are gradually emerging in favor of the adoption of a more humane management around the quality of life at work.

The benefits are financial, but not only, it impacts the image of the company and directly the employer brand. For example, there are labels today that can identify companies where it is good to work as the label “great place to work”. These labels are a real added value for the company.

In our opinion, one aspect remains very important here, it is the question of the control of the internal communication in order to tend towards a perfect transparency and to palliate a certain asymmetry of the information which can be translated into dissatisfaction and negative behavior. Increasing internal communication efforts will directly impact the reputation and image of the company as an employee.

Brand advocacy: a collective intelligence approach

The valorization of the employer brand can also be a collective intelligence approach. Indeed, if the company concentrates its efforts on the quality of life of its employees, this entails a different and positive work synergy in favor of employee involvement.

In this case, it is possible to talk about brand advocacy, which plays an important role for the management of the employer brand.

Briefly, brand advocacy corresponds to the fact that an employee will spontaneously promote and defend corporate values ​​and culture and becomes an employee ambassador.

In addition, today, employees have more opportunities to talk about their business externally with tools such as Glassdoor that works with a scoring system.

Ensure e-reputation and invest in communication for social networks

We know it well digital has taken a fundamental place, upsetting the various HR processes, especially for recruitment.

It becomes necessary beyond looking after his overall image to ensure his e-reputation (as “milk” on the fire would say the old).

The e-reputation or also called web reputation, takes into account all the image conveyed and undergone by a brand on the internet and especially on various social media.

It has a major role because the behavior has changed and the means and channels have multiplied for anyone wishing to communicate.

Social networks, for example, are now part of the levers of the attractiveness of a company and not only for the purpose of conquering markets or generating leads, but also to convey the culture and values ​​of the company.

58% of the companies most committed to social networks have managed to attract competent talent thanks to increased visibility. (Linkedin and Altimeter Group).

To support you in this process, We advocacy can help you enhance your employer brand through impactful communication campaigns. Here are also some tools that can help you in your process of valuing your employer brand.

• Sociallymap
• Eurecia
• Flatchr