Developing your employer brand in 2023: the essentials
Employer branding has been at the heart of HR teams ' concerns for some years now. Depending on their perception, whether you have decided to or not, candidates and employees will attribute an image to the company as an employer and a place to work.
Why work on your employer brand? Let's take a closer look at the figures: 67% of candidates would be willing to accept a lower salary if the company had a good online image. 72% of HR managers believe that employer branding has a clear impact on a company's recruitment success .
While the best profiles are increasingly coveted in a tight recruitment market, they often have a choice of several opportunities when looking for a new position. Employer branding can be a real asset to an organization's performance.
In this article, we show you how to set up an effective employer brand through a few simple actions.
Building on the company's core values
You may already have carried out an audit of the different communication channels and messages you use in your HR communications: job offers, internal newsletter, welcome pack, etc.
The first things to consider are the cardinal values that will guide all your communication materials. The company's core values have undoubtedly already been identified by the management or marketing teams, and you need to seize on them to adapt them to your employer branding strategy. These may include values such as team spirit, curiosity, thoroughness, attentiveness, empathy and so on.
To get the ball rolling, you can organize workshops with your employees. Their insight into the company's experience will be invaluable.
These values will make your company clearer to future recruits, and you'll attract those who recognize themselves in your commitments. A real time-saver! They will also help you stand out from your competitors and quickly become memorable in your market.
Publish attractive job offers
How many do you publish each month? You may not have thought about it, but job offers are one of the first means of communication at your disposal to entice talented people to join you.
The launch of the Welcome to the Jungle medium a few years ago dusted off the way organizations presented themselves for recruitment: embodying offers with video testimonials from employees and managers, statistical data, or even photos of offices to facilitate projection.
These new codes have been adopted by the recruitment market. We're gradually moving away from a formal tone to be more in tune with the behavior of the new generations. Yes, job offers need to appeal to candidates, to present all your assets as an employer, and this can be done by opting for a form in keeping with your corporate culture.
Some organizations also design dedicated career sites to showcase employee career paths, job developments and training policies (if you have an internal mobility policy, for example). A contemporary design in the company's colors will underline the company's contemporary character.
Show your uniqueness on social networks to enhance your employer brand
These days, it's hard to deploy an employer brand without sharing it on social networks. And that would be a pity, because LinkedIn, the professional social network par excellence, enjoys an ever-growing audience and now boasts 27 million members in France.
Take advantage of these interactive formats to share the behind-the-scenes stories of your office life, the genesis of your projects and your successes. This will bring a nice dose of humanity to the organization.
Generations entering the job market are very present on these platforms, so it's a good way to get yourself noticed and enter into conversation with them.
Beware, however, of "over-storytelling": it's all a question of accurately representing what the employee will experience. Don't hesitate to test your messages with them to make sure you're getting it right.
Improving all aspects of the candidate and employee experience
You can carry out fine communication operations, but what will make the difference is the field: the exchanges and actions carried out with candidates or employees. They will have a direct impact on the image they form of your organization.
Make a note of all the HR steps that bring you into contact with the candidate or employee, and assign appropriate actions.
Here are a few examples of employer branding actions or best practices you could implement:
- Recruitment phase: responding to all applications .
A personalized response to an unsuccessful candidate is appreciated.
- Onboarding: welcoming new recruits with a three-day induction program and support from a mentor for six months .
This support for a smooth start-up in the organization shows that you care about your colleague's success in the team.
- Company life: organization of a half-yearly company seminar to bring the team together and strengthen cohesion .
Creating memorable moments to get together in a creative environment strengthens internal bonds and fosters a pleasant working atmosphere.
>> Have you heard about our latest nugget? Our La Prairie house has just opened its doors, and a few lucky people have already been able to organize a team getaway. When will yours be? I'd like to have a look around
- Employee departure: offboarding, handover, alumni network.
If you've ever heard of the boomerang employee trend (that growing proportion of former employees who return to work for the company), you'll understand why it's important not to overlook the interactions between employer and employee at the end of the contract.
With the rise of digital technology, a company's reputation is being built very quickly. So, it's best to work on your employer brand in 2023 to ensure that you benefit from a consistent image with your audiences.
>> Discover all our dream locations for a seminar in the countryside
Sources :
https://www.welcometothejungle.com/fr/articles/la-marque-employeur-a-decidement-tout-d-une-marqu e
https://linkhumans.com/employer-branding-important/
https://blog.digimind.com/fr/tendances/linkedin-chiffres-incontournables-france-et-monde https://www.maddyness.com/2023/03/28/salaries-boomerang/
