The aim of an employer brand is to attract, engage and retain qualified talent. But it's important to remember that creating a strong employer brand doesn't just require effort on the part of a company's management, but also on the part of all its employees. It can drastically change not only your relationship with candidates, but also the quality of the profiles you attract.
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As a company, you need to distinguish between two brands:
⚠️ Even if they have to coincide with each other, they have to be consistent and understand that they are different.
So yes, it's not very original, but they're essential and must be applied in line with all decisions taken.
If you're committed to transparency, don't hide essential elements from your future employees, such as their salary, their potential progression or how your company is structured around its workforce.
It may sound silly, but do some brainstorming.
Take your time, it's a question that needs to be constantly questioned. Values change over time, but it's easier if they evolve in the same direction as those defined at the company's genesis .
Whether it's :
All these elements must be based on your values, which is why this decision should not be taken lightly.
You need to know which axes, behaviors and strategies should be emphasized in relation to this base, and which should not.
The worst thing you can do is put forward your values and then do the exact opposite- no one will trust you.
Confidence is hard won but easily lost, so keep that in mind.
Don't use boilerplate values such as "equity" - they're too vague and over-used, and the more specific the better.
It's vital that every employee understands the company's culture, because every member of your team is a standard-bearer for your organization.
Corporate culture is a fairly broad concept, to which I'll return later.
But what you need to know is that it needs to be continually updated, thought through and executed.
As a recruiter, you should be aware that recruiting candidates for a brand recognized for its positive practices towards its employees will be much simpler , and you'll have few arguments to put forward.
If you work for a brand that is known for offering flexible working hours, or if you are 100% transparent about your production sites and the materials you use, for example, candidates who are sensitive to eco-responsibility will be more inclined to work for this type of brand.
We've been talking about a big project for a while now, but you've got qualities too, and you need to take advantage of them to improve the previous elements!
The biggest advantage is that it's easy to set up and get a quick response.
Set up questionnaires in a basic or more playful form if you have the opportunity. It makes people want to fill them in, and it's a lot more fun, isn't it?
Sometimes, as a recruiter, you get so caught up in the strategy that you can't really see the macro. You just see the big picture.
You may be surprised to learn that some of the things we've put in place make x number of people's daily lives more pleasant.
Small things that make a real difference to the previous experiences of certain members of your organization.
These questionnaires will make it easier for you to target areas for improvement and satisfaction.
If you manage large teams, you can take your analysis even further by segmenting the results according to departments, or even commonalities!
Even if it's easier to talk to the supervisor(s) of each department, it's better to talk directly to each member of your teams. It can take months, but it's important to create a lasting and caring employer brand.
If you had to answer just two questions, they would be "Why did he apply?" and "Why is he staying?".
A brand's reputation as an employer is an essential element in convincing future employees to join your teams.
It is essential to constantly monitor different platforms and social networks:
It all depends on your business sector and specialization.
It's important to understand that today, social networks have a huge impact on your reputation, whether positive or negative.
All the more so if you're planning to recruit people from Gen-Z , where simple negative posts can wipe out any desire to work for your organization.
In the marketing department, the various contents published on social networks are often aimed at customers.
But we mustn't forget to address the candidates as well.
It can make all the difference.
Don't hesitate to try out different formats and see what engages your audience the most.
The strength of social networks is that your employer brand can be promoted more by people who dream of working with you than by your own employees.
How?
By publishing content about your brand, commenting on it, mentioning you - all kinds of interactions that can put your brand in the spotlight.
Be open to constructive criticism and adapt your strategies according to these positive and negative opinions.
Your employees and candidates can see things from an outside perspective that you might not.
Whatever media you use, you need to ask for feedback to understand whether their expectations have been met, whether the values are understood and applied as they see them, etc.
Only by testing will you really know what is appreciated and what needs to be changed.
We ' re all unique , with different personalities, expectations and objectives, and it's essential to take this into account.
Having a strong employer brand doesn't just mean publishing videos and testimonials of your employees showing how happy they are.
If you want to do it, it has to be part of a whole strategy.
The more transparent and honest you are, the better your message will be understood and appreciated.
Once an employer brand has been defined and implemented, it's time to stick to it.
To be an attractive employer, I'm repeating myself, but the more transparent you are, the better.
You can try PR campaigns, but they won't work the best.
Candidates don't want to talk to a brand, they want to talk to a person.
They don't want stories out of fairy tales, butreal, authentic, real-lifestories.
Train your employees and encourage them to publish well-crafted content, which can be a real advantage not only for their careers, but also for your employer brand.
Investing in your employer brand is a marathon, a long-term effort.
Numerous studies concur in specifying that the worse an employer brand is, the more advantageous the brand will have to offer to get them to agree to work with it.
Just because you have a strong employer brand doesn't mean you can pay them less, but offering salaries that are slightly or even very much above the market will only enhance your reputation in the positive.
Crafting Connections, Empowering Creativity.
