Companies need to be highly competitive, not only to obtain the most clients but also the human talent necessary to function properly. If we want to attract qualified candidates, talent acquisition processes are necessary. Employer branding is a great strategy for this purpose.
You need to build a strong employer brand and maintain it. Showing your company’s history, values, and mission, as well as its culture is key in today’s selection processes. A well-applied employer branding is vital to implementing effective talent acquisition strategies. Let’s see what employer branding is and how it can help you to improve talent acquisition.
What is employer branding?
Employer branding is the term used by companies to talk about the methodologies that allow them to attract and retain talent. Developing a good brand strategy requires the commitment of the entire organization to the strategic plan.
The term was coined in 1996 by two British professors, Simon Barrow and Tim Ambler. However, it is in the second decade of the 21st century that it began to become widespread in the business world as an essential strategy in the Human Resources area and it also requires the involvement of other departments, such as Marketing or Communication.
Candidates valued flexibility at work, physical space, the environment, development opportunities, and the relationship with colleagues and managers when they are choosing a company to work for. So good employer branding must focus on improving and highlighting these aspects.
Employer branding is the image projected by a company as an employer. This image includes how it presents itself to its candidates, how it chooses them, and how it relates to and promotes employees already working in the company.
An employer branding strategy must take into account the image a company wants to reflect on its employees and its candidates.
Employer branding for your employees and your candidates
Generating a positive employer brand image for your employees has to do with employee job satisfaction. A satisfied employee will tend to recommend your company to his or her acquaintances and relatives.
To improve your image with your employees you must implement rewards, and growth plans, take care of the organization’s welfare policies, keep the staff motivated, adequately compensate them, and take care of the working environment and the adequacy of jobs.
The aim is to make employees feel comfortable and recommend your company to others so that they all want to work there and thus attract new talent and save operating costs.
Employer Branding should also focus on candidates and potential employees, especially if we take into account that they will be the ones who will speak well or badly of the recruitment and selection process.
It is vital to take care of every stage of the recruitment and selection process in order to avoid negative comments, reduce the flight of candidates and favor the creation of employee brand ambassadors.
Your company must also project a good image on social networks, this can be achieved by:
- sharing content that includes team-building activities
- staff enjoying a collective breakfast, and all the advantages and benefits of working in your company
- improving in the process
- company’s Employer Branding.
How to implement employer branding
What works in this area is a set of initiatives, not isolated actions. Therefore, the first step is to define and identify the values of your business. Then you can begin to work from there and build your plan based on the company’s strategic pillars and corporate culture.
It is important to have a clear mission, vision, and values that differentiate your brand from others. This way it will be easier to establish and define your employer branding plan and attract the kind of candidates you need for a certain job offer.
Any good employer branding needs to follow three strategies: Planning, Focusing, and Experience
Planning must consider the objectives, but also the available resources, a timetable that must be feasible (based on real data), and the indicators that will be used to measure results. Objectives must be feasible and based on real data in addition to the indicators that will be used to measure results.
It is important to collect these results to be able to plan in the short, medium, and long term. Remember that effective employer branding must be a long-term project.
To enjoy the benefits of our employer branding plan, it is essential to identify the levels of the company that should be prioritized and focused on because they have a strategic function in the success of the plan.
It is necessary to focus on consumers and potential customers within the company because they will not only help to generate faster results but will also help in the implementation of the project. Manager engagement is also vital as they are the direct recipients of employee complaints and comments.
Employees should be seen as potential consumers of the brand. They should be the first to validate your initiatives. So evaluating their daily work and general experience within the company is very important.
Assessing the internal environment is a priority, as it can lead to good initiatives, and how to communicate them properly. It is not enough to do, it is necessary to show what has been done to ensure the right impact for the strategy. After all, employer branding is about improving the brand image.
Now that it is clear what it is and how it can be applied, it is easier to see the functional benefits of employer branding.
Employer branding in talent acquisition
A well-done employer branding will increase the number of candidates interested in joining the workforce; it will improve employee loyalty, minimizing absenteeism and staff turnover. It is estimated that it can reduce recruitment costs by up to 46% and labor costs by up to 10%.
It is important to adequately communicate the mission and vision, especially if we take into account that approximately 50% of candidates claim to be interested in these elements of the company.
Employer branding can reinforce the sense of belonging of human capital and thus their motivation and involvement. In this way, your company will differentiate itself from the competition based on a value-added proposition and boost its brand image in society and with other people and candidates.
A company with a good image and a reputation for a good work environment will attract more qualified employees, which reduces the amount of time and resources usually required to find the right people for any given job. It also makes for more competition for jobs, which makes employees strive to keep them.
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