In the pursuit of attracting and retaining top talent in the competitive job market, as well as minimizing employee turnover, companies are increasingly embracing employer branding.
This powerful marketing strategy, typically devised by the Human Resources department, aims to cultivate a positive perception of the company’s workplace. To achieve this, it is crucial for the recruitment and selection team to integrate this technique into their daily operations.
By implementing Employer Branding, organizations enhance productivity and reduce the expenses associated with the selection, hiring and training of new employees.
If you are eager to gain a comprehensive understanding of Employer Branding and how to implement it effectively in your business, this article is tailored just for you.
Keep reading and discover the tremendous benefits of adopting Employer Branding.
Employer Branding encompasses a series of initiatives aimed at fostering a positive market perception of a company’s work environment, contributing to the attraction and retention of talent. When someone desires to work for a specific company, it’s likely they have been influenced by employer branding efforts.
The adoption of these strategies is increasingly common as top talents are not solely focused on the highest salaries, but also prioritize exceptional working conditions.
Employer branding strengthens the organization’s positive aspects, enhancing its image among coveted professionals in the job market, authentically showcasing the company’s culture and making it appealing.
When a company successfully implements this strategy, becomes more coveted in recruitment and selection processes. This generates high-performing teams across all departments, resulting in greater productivity levels.
The primary goal of the people management team through employer branding is to enhance the company’s reputation among top professionals in the market regarding the work environment. It is contended that talented individuals can be drawn to certain brands even before working there, influenced by impactful campaigns.
Therefore, the selection and recruitment process becomes more streamlined as highly skilled employees actively seek out opportunities within the company. This optimization leads to quicker identification of candidates who will progress to the next stages, expediting HR processes.
As a result of attracting the best professionals to participate in the selection process, the organization benefits from reduced costs throughout the entire process.
Furthermore, the underlying concept is that employer branding initiatives foster long-term talent retention; who are consistently exposed to HR actions and develop a stronger connection with the brand’s culture; thereby increasing their engagement and commitment to the organization.
The primary advantage of employer branding is its positive impact on the organization’s profitability. By attracting top talent in the market, the company gains access to highly productive individuals who contribute to increased profits.
Employer branding initiatives also lead to a significant reduction in employee turnover, resulting in cost savings associated with terminations and frequent hiring processes, thus avoiding unnecessary expenses.
In addition to these benefits, other advantages arise from the implementation of employer branding, such as:
To emphasize the significance of this strategy, according to Linkedin, organizations with a strong employer brand typically experience an average decrease of 43% in the cost per hired candidate.
The greatest importance of Employer Branding lies in its ability to drive a radical transformation in a company’s organizational culture, rendering it highly appealing to the most talented individuals in the market.
It is worth mentioning that employer branding is not just about creating marketing campaigns around the company’s image; but about implementing initiatives that genuinely add value for employees, building a more enjoyable and dynamic work environment for everyone.
As a result, highly skilled professionals feel a stronger attraction towards working for the company and, once they join, they are less likely to leave even if offered higher remuneration by another organization.
As demonstrated, Employer Branding offers a multitude of advantages for companies, and its successful implementation relies on the active participation of individuals across various stages.
Below, we have compiled essential steps to guide you in implementing this strategy within your own business.
Just like any strategic initiative, the first step your company must take in effectively adopting and executing Employer Branding is to establish clear objectives. After all, the strategy serves as the means by which these objectives will be accomplished.
To provide an example, some goals could include:
Once the objectives are established, it is essential to assemble a dedicated team responsible for developing the strategy required to achieve the defined goals.
As the HR team has access to turnover rates and other related metrics; they are usually in charge of goal setting. In the absence of a dedicated employer branding team, they can also allocate collaborators to aid in the achievement of these objectives.
It is worth noting that these strategies must be measured using indicators that provide regular feedback on the company’s progress.
Every journey has a starting point and a destination. Clearly, the objective represents the destination, while the current state of the company serves as the starting point.
Therefore, to develop an effective Employer Branding strategy that will lead to goal achievement, it is essential to conduct a thorough assessment of the company’s current situation.
One key aspect is to gather insights into employees’ perceptions of the work environment. The most effective way to understand the big picture is by actively listening to people.
Implementing an E-NPS or a climate survey can be an excellent approach to diagnose the situation and initiate the development of the strategy. However, it is vital that the surveys point to:
By listing these factors, the team responsible for implementing employer branding clearly visualizes the organization’s strengths and weaknesses.
Once the team has a well-prepared strategy, selected indicators, a clear objective, and a thorough diagnosis, it becomes essential to effectively communicate this goal to everyone involved.
Employees must be informed about the company’s progress, planned actions, and the organization’s intended direction. The goal is to foster synergy and ensure that everyone is aligned and working together for achieving the objective.
After identifying the current needs of its employees, it becomes the responsibility of HR and other stakeholders to implement various action plans aimed at enhancing these perceptions. Some organizations opt to divide their goals into three distinct phases:
By breaking down the larger goal into manageable phases, it becomes easier to establish the necessary daily actions and evaluate progress towards the long-term objective.
For example, in a situation where communication issues among employees have been identified, implementing a feedback culture can serve as a potential solution. Cultivating a culture that emphasizes employee growth will facilitate the development of more effective communication methods.
Here are some key steps to providing constructive feedback to your employees:
EVP is the value proposition within Employer Branding, encompassing the key benefits that define your organization’s appeal as an employer. The actions undertaken according to the EVP, serve as a proof of the company’s commitment to specific endeavors, such as encouraging a culture of feedback or fostering effective communication, for example.
This document differentiates your company’s offerings from those of other market competitors. It outlines the desired qualifications and expectations for the role while highlighting what your company provides in return.
This may result in benefits, professionals’ career aspirations, among other relevant matters.
Organizational culture is the set of beliefs, principles, habits and internal values that define an organization. It is crucial for employees to connect with the company’s core beliefs. Therefore, it is important to consider the type of individuals your brand aims to attract.
To ensure a strong alignment, organizational culture should be incorporated into the selection process and consistently reinforced in daily operations. This enables employees to adapt swiftly to these principles.
Check out everything about Google’s organizational culture:
Now that you have a solid understanding of what Employer Branding is, its benefits, importance, and implementation, it’s time to explore some real-life examples.
Many prominent organizations have successfully embraced this concept in the market and recognized the significance of cultivating a strong employer brand culture.
Netshoes, a company established in 2014, initially hired employees based on its mission, vision, and values.
However, despite having a well-defined triad, the team lacked engagement and participation. The traditional selection processes failed to attract the top talents in the market.
Recognizing this challenge, Netshoes underwent a strategic restructuring and prioritized valuing skills.
The company embarked on a project that involved multiple stages, starting with a comprehensive diagnosis of the existing situation. This diagnosis was then aligned with the founder’s vision.
Following this, the company defined its core values, effectively communicated them to the team, and integrated them into all aspects of the organization, including the selection processes.
Over time, Netshoes successfully attracted the best talent in the market by offering clear policies on benefits and personal growth opportunities.
Google is the frontrunner in the tech industry, with top professionals aspiring to work for them. So, what is their secret to success?
In a nutshell, Google’s outstanding employer branding practices captivate high-caliber talent. Here are some of their noteworthy initiatives:
The combination of these benefits has positioned Google as the golden goose in the market, leading to significant cost reductions in their selection processes.
L’Oréal was a trailblazing company in embracing employer branding. Their initial focus was on enhancing engagement through social media, aiming to establish closer connections with professionals.
By strengthening information exchange and opening up communication channels, they transformed their networks into recruitment avenues. As a result, brand advocates actively engaged with the company, driving increased interaction.
What sets L’Oréal apart is their encouragement of employees and even consumers to share their personal stories on the company’s networks. This authentic engagement strategy attracted a larger pool of candidates to their selection processes.
As highlighted in this article, the employer branding strategy plays a vital role in creating a compelling organizational culture that attracts top-tier professionals during selection processes.
However, creating a dynamic environment requires the support of technology. Effective HR software enables managers to comprehend the internal needs of all employees, thereby facilitating a more innovative work climate.
When it comes to selecting a reliable HR software, a standout option is STRATWs One by Siteware. This software offers real-time feedback, enhances the internal flow of information, evaluates the most appealing benefits, and reinforces your organizational culture.
Moreover, it empowers talent retention and development through automated competency assessment cycles.