If you want to attract and retain top talent, you need to make your organisation attractive by projecting a positive image. To communicate a happy and stimulating working environment, you can implement a communication strategy that involves not only the employer but also the human resources department. In this article, we will talk about Employer Branding strategy: what it is, its benefits and how to create a strategy. We will also look at some concrete examples of companies that are using Employer Branding successfully.

What is Employer Branding strategy and why is it important

Organisations need an Employer Branding strategy in today’s competitive job market. Building and enhancing the reputation of a brand has countless benefits. However, what is Employer Branding? It is a human resource management strategy for the promotion and enhancement of a company’s reputation. By sharing your values, goals and uniqueness, you will attract potential employees and recruits. Existing customers and new partners are also attracted to continue or start a business relationship.

How do you develop an Employer Branding strategy?

Like any strategy, it starts with corporate identity analysis. First, you need to study your direct and indirect competitors. The next step is the identification and study of the company’s values, mission and culture. Once you have established your Employer Value Proposition (EVP), that is, the set of values that make your company unique, you need to identify your target audience. Accordingly, you will use the most appropriate means to reach your audience, which may be B2B, B2C or both. An organisation often wants to attract both new candidates and young talent, and potential customers, partners and investors. The next step is to create a communications plan. The message should be consistent and clear across all channels, online and offline.

Employee involvement is crucial. Authenticity will increase, as they become ambassadors for the company. Equally important is the management of online feedback and reviews. Finally, metrics must be analysed to evaluate the strategy’s effectiveness and, if necessary, make changes to improve communication.

From start-up to multinational: how to implement an Employer Branding Strategy

Employer Branding is a flexible strategy suitable for any organisation, regardless of size or sector. Building a positive corporate image is essential, whether you run an innovative start-up or a large, established company. The implementation of this strategy is a combination of online and offline channels. Here are some useful tips:

  • Use blog articles, videos and podcasts on the company website to communicate values and mission;
  • Share employee success stories, events and interesting content on social platforms;
  • Monitor online reviews and comments;
  • Take part in industry events to meet with potential candidates and partners.

examples of Employer Branding strategy

The benefits of Employer Branding for your organisation

Now that we have clarified the definition of Employer Branding strategy and how to create it, let’s move straight on to analysing the many benefits for your organisation.

Attract the best talent

A strong Employer Branding strategy will help to position your business as a desirable place to work. Organisations with a good reputation are more likely to attract both young Generation Z and Millennial talent, as well as highly skilled executives. In addition, you will only attract candidates who align with your company’s values and mission. This will foster a harmonious and cohesive working environment.

Increased employee engagement

Team satisfaction increases when working for a company respected in the industry. A more engaged workforce tends to be more productive. Positive Employer Branding can influence employees’ perceptions of their workplace. This can improve the quality of their work.

Reduce turnover

Employees who feel valued and appreciated are more likely to stay with an organisation. This means a reduction in turnover.

Stand out in the marketplace

Employer Branding helps you to communicate your corporate culture clearly and effectively. As a result, your company will stand out in its industry and its reputation will grow and improve.

Customer and investor interest

A positive image reflects on the company as a whole, influencing customers and investors who see your business as stable and run by talented professionals.

Cost optimisation

Attracting talent through this communication strategy reduces the time and cost of recruitment. Well-rated companies find it easier to fill vacancies. In addition to a winning communication strategy, it is also useful to consider using new technologies such as our Jobby platform to help optimise recruitment.

Brand Ambassador

Satisfied employees often become ambassadors for the company. They share their positive experiences with colleagues, and friends and on online platforms. This creates a virtuous circle of good reputation.

Agility in the organisation

Companies with strong Employer Branding can adapt more easily to market changes by attracting flexible and innovative employees.

In summary, Employer Branding strategy is a key component in building and maintaining a good reputation. It has a direct impact on the long-term success of your organisation.

8 benefits of Employer Branding for your companyInspiring examples of Employer Branding

Now that we have seen the importance and the benefits for companies, we would like to give you some examples of successful Employer Branding. We start with Microsoft, the leading multinational technology company. It constantly publishes inspiring and informative content about its solutions. It lets its employees share their stories, passions and challenges as protagonists in its Employer Branding.

Starbucks also values the people who work there. They get them involved in campaigns, events and social projects. The company’s image is that of a big family, with an inclusive and fun working environment.

Similarly, by interacting with customers and fans, IKEA encourages its employees to express their personality and style.

Finally, we would like to share with you the case study of Google, which has made successful use of Employer Branding. Known for its innovative and inclusive culture, the company attracts top talent from around the world. The company claims to have reduced turnover by 15% through this strategy, which puts employee wellbeing first.

Create your ideal team

Employer Branding is a critical part of a broader business strategy. It is dedicated to human resource management. As well as creating an attractive corporate identity, it also involves the process of selecting, attracting and retaining talent.

 

To optimise the process, make your search and recruitment equally innovative. Jobby, the recruitment platform for hiring freelance professionals, offers you a dynamic approach to finding young talent or experienced professionals. It guarantees flexibility and versatility for your team.

 

You can create a winning formula for your business by combining the communicative power of Employer Branding with the practicality of this platform. Activate your 7-day free trial and start creating a job advertisement now, or search our database to find the right professionals to complete your team.