Everything you need to know about your employer brand

A strong employer brand is crucial in today’s job market. Did you know that 67% of candidates would accept a lower salary if the company they are interested in had good online reviews? Additionally, 78% of people examine a company’s reputation before applying. These figures highlight the importance of a solid employer brand, which can increase the number of qualified applications by 50%.

The fundamentals of employer branding 

The concept of employer brand emerged in the 1990s, popularized by Simon Barrow, who proposed applying marketing techniques to human resource management. To succeed, you need four key ingredients:

1. The company’s identity (its DNA and values).
2. The internal image (how employees perceive their company).
3. The external reputation (perception by clients and the public).
4. A comprehensive human resources strategy to develop this brand.

What to avoid 

Certain mistakes can seriously harm your employer brand:

• Opacity: Failing to communicate about the company’s performance or objectives.
• Inappropriate behavior: Minimizing or ignoring misbehavior.
• Lack of a development strategy: Not supporting employees in their career advancement.
• Ignoring feedback: Not acting on employee input.
• Discrimination: Allowing discriminatory behaviors damages the overall image.

What to do 

To strengthen your employer brand, consider the following:

• Listen to employees.
• Communicate transparently.
• Promote diversity and inclusion.
• Invest in professional development.
• Offer attractive benefits.

5 Creative Initiatives 

1. Corporate volunteer day: Allow employees to engage in social causes.
2. Pets at work: This could enhance well-being in the office.
3. Reverse mentoring: Younger professionals can mentor more experienced colleagues.
4. Corporate hobby clubs: Encourage sharing of interests and hobbies.
5. Personal development days: Invest in well-being and communication.

Evaluate your employer brand

To understand the impact of your initiatives, conduct employee surveys and analyze applications and retention rates. A good e-reputation can also be measured through reviews on platforms like LinkedIn or Glassdoor. Finally, participating in awards or rankings related to employability can boost your company’s recognition.

Conclusion

A company’s reputation relies not only on its products but also on its internal practices. By boosting your employer brand, you attract not only the best talent but also foster a positive and attractive work environment. With concrete actions and transparent communication, you can transform your company into a place where it’s great to work.