Employer Branding: 5 steps to build and maintain a positive image of your organization
12 de August, 2022
Many companies and industries today face a real “battle” to attract talent.
Attracting the best candidates and hiring the best talent (qualified, specialized, innovative people) is fundamental to the success of organizations. But the evolution of the labor market – in particular certain trends accelerated by the Covid-19 pandemic – has made the challenge of attracting talent increasingly apparent.
It is in this context that employer branding takes on importance. Learn more about this concept and discover 5 steps to develop an employer branding strategy in your organization.
What is employer branding?
Employer branding refers to a set of tactics and activities that companies carry out to communicate and promote their employee value proposition (EVP).
The aim is to build and maintain a positive image for the company, contributing to its notoriety and reputation in the job market. Especially when it comes to attracting and retaining talent.
Companies that consistently develop employer branding strategies see a reduction in turnover and a greater ability to attract candidates.
5 steps to implement an employer branding strategy
1 – Define your company’s objectives
What do you want to achieve with your employer branding strategy? To have more applications in your recruitment processes? Better candidates? Reduce hiring time and costs? More visits to your Careers page? More followers on LinkedIn?
Determining concrete goals is fundamental to knowing what to do and then measuring the impact of your employer branding actions.
2 – Build your EVP (Employee Value Proposition)
To give your brand strength in the job market, it is crucial that you communicate your company’s mission, vision, values and culture in a solid manner. In addition, the employee value proposition (EVP) must also be clear.
The EVP is the message with which your company will impact potential candidates. It’s what the organization offers employees – current and future – and what makes them feel enticed to work there.
At the heart of your value proposition should be people’s motivations, interests and objectives. This can involve opportunities for career progression and development, extra-salary benefits, flexible working, performance-based bonuses, among other elements.
3 – Determine your employer branding channels
How will you interact with your employees? How will you reach potential candidates? There are several channels through which your company can leverage its employer branding strategy. And what you should bear in mind is that this strategy should be omnichannel.
Use your website, produce blog articles, create internal communication channels, take advantage of social networks (especially LinkedIn, which is a professional social network), promote your company’s videos on YouTube… The possibilities are endless.
Try to understand where your audience is and, above all, ensure that communication is consistent across all these platforms.
4 – Involve your employees
The most effective employer branding initiatives are those that involve your employees. They, better than anyone, can convey trust and credibility about your workplace.
Encourage your employees to share company initiatives (news, events, get-togethers, etc.). This can be done on social media, for example. In this way, employees become a kind of ambassador for the organization.
5 – Measure the success of strategies and optimize based on results
Evaluating the success of employer branding actions is essential in order to improve the results over time. And this evaluation must be based on the objectives you have previously established (point 1).
Review the impact each action had, what went well and what could be optimized. Do this regularly and, if necessary, make adjustments based on this analysis.
Having a solid employer branding strategy can be a great competitive advantage to differentiate your company in the job market.
If you want to improve your organization’s standing with potential candidates and your own employees, today is a good day to start putting these steps into practice.