Employer Branding: benefits and strategies to generate a positive perception of the company

Want to know something awesome about Employer Branding?

Find out what it’s like to be on the team at Amazon, Canva, Red Bull or Google, for example.

It is feasible to have the best impressions about it and the same positive perception to ask people who have never worked for their organizations.

Like great corporate brands, their reputations precede experience and we don’t need to work for these companies to understand how innovative, technological, collaborative, scalable and inclusive they are.

Somehow, we know its real power to attract and retain new talent in its workforce.

Now more than ever, with the emergence of new remote market trends and the consequent increase in demand for qualified candidates, employers need to make it clear why they are the best choice.

That’s the role of Employer Branding: to plan, build, implement and continuously manage clearly defined, successful talent acquisition strategies to drive business growth and satisfaction.

In this article, we’ll learn everything a corporation does to first communicate, promote, and strengthen its employee value proposition.

Employer Branding: main actions and benefits

Companies with solid Employer Branding are twice as likely to attract motivated talent from the start and thus develop a brand that well reflects their mission, vision and culture.

Therefore, each employer brand is unique and must be rooted in the reality and transparency of what the company is.

Have you ever stopped to think that today’s job seekers are judging their Employer Branding campaigns with the same analysis that customers evaluate consumer brands before making a purchase?

This is due to the fact that we are witnessing, in an increasingly emerging way, the empowerment of candidates, who, enhanced by the information, have more material to analyze work options and make, consciously and actively, their career decisions.

So how you value your current team is a clear indication of how you would treat your future partners, and potential candidates know this.

If you want to invest in a positive perception of your company, check out what successful employer brands have in common and start planning!

● Optimized career site

As people are the most important component of Employer Branding’s actions, creating an optimized website, with information about jobs, career events, testimonials of the candidates’ experiences during the selection processes and the professionals’ success stories, enhances this purpose and the idea of ​​what it’s like to work in a reference company.

● Social Media present

Building an online presence and a name that is recognizable is essential for Employer Branding to be active, promote ads and brand descriptions on social media, embed photos and videos of all that is good about the company, while making it useful and attractive to those looking for meaningful opportunities.

● Lower turnover rates

Organizations with strong Employer Branding have reduced employee turnover rates by 28 percent, according to a survey released by LinkedIn.

Did you know that the costs of high turnover include the dismissal of the employee, a selection process to find a new talent, the hiring and training of this professional, in addition to the time to adapt to the new job and low productivity until reaching your potential maximum?

Thus, in addition to attracting qualified candidates, a good Employer Branding will contribute a lot to retaining your best talents, reducing the costs of a high turnover rate and ensuring financial stability for the business.

● Faster growth
When the company advances in Employer Branding and the inclusion of employees, in addition to decreasing turnover, its growth becomes faster, due to the positioning of a series of factors:

➔ Alignment of social values ​​between the company and professionals;

➔ Expectations of the position;

➔ High performance and dedication of talents;

➔ Respect for the individuality of each employee;

➔ Stimulus in the work environment through a good organizational climate.

Also according to LinkedIn, companies with Employer Branding and a strong Talent Brand Index (TBI) grew 20% faster than their counterparts with a weaker talent brand.

● Diversity and inclusion
By investing in an Employer Branding that integrates and strengthens diversity initiatives and inclusion of social groups, the company is also defending the possibility of new perspectives for transactions and out-of-the-box solutions.

In fact, 55% of recruiters already have this resolution and it offers a great opportunity for employers to showcase their corporate and social responsibilities and contribute to more diverse and innovative workplaces.

How to Build Successful Employer Branding Strategies?
After understanding what it is, the main actions and benefits of Employer Branding, the Human Resources department and Marketing work together to craft valuable strategies that are rapidly moving away from a short-term recruiting focus to a brand focus long-term employer.

With that in mind, here are some concrete tips to help you put your own employer branding strategies into practice. Check out!

1. Define the value proposition (EVP)

The employee’s value proposition is adjusted to the Employer Branding and represents its organization: values, mission, vision and culture, in exchange for the employee’s integration, commitment and performance.

It’s what sets you apart from your competitors and, ultimately, what attracts young talent to your company, along with the collection of all the advantages such as economic, functional and psychological.

When defining the EVP, it’s imperative to be realistic, as many organizations tend to make their value propositions look very attractive to talent, even though the reality isn’t all that bright.

As a result, these organizations have low employee stability and high turnover rates.

why the saying “Employer Branding starts from within” is so popular!

2. Well-defined objectives and goals

To achieve and measure the impact of Employer Branding, setting clear goals is a crucial part of the strategy.

Some common goals include:

● Attract more high-quality candidates;

● Increase traffic to the careers website;

● Increase online engagement in social media publications;

● Build trust and employee engagement;

● Increase the number of job references;

● Improve the candidate’s positive experience;

● Maximize knowledge of Employer Branding.

3. Choose your personas
To make Employer Branding campaigns more personalized and efficient, it’s important to define and encompass your candidates’ personas, that is, the visual representation of your perfect job candidates.

And the best thing is to start with polls of questions for the employees themselves:

● Which generation do you belong to?

● What is the meaning of “career”?

● Where to look for job openings?

● What type of content about employers do you find relevant?

● Do you spend time on social media?

Once you have the answers, it’s much easier to define what kind of Employer Branding content should be created and by which channels it should be promoted.

As we have seen, building a great Employer Branding is not an easy task, as it requires careful planning, an attitude to experiment with transformative ideas and time to ascertain the results of the strategies.

However, if you follow it step by step, you can create a successful employer brand and become a company that people want to work for.