What is Employer Branding?
Employer Branding is the process of marketing an employer as the most attractive within their specific target group – a target group that the employer needs and wants to attract, recruit and retain.
All companies want to attract, recruit and retain employees. The goal is for every employee to feel like a 'top talent' in the best possible workplace. If a company does not succeed in attracting the right talent, your Employer Brand is not being used correctly. This affects the company as a whole and prevents it from achieving its business goals. Let's go through what Employer Branding is and establish the basics every employer needs to know in the field.
What is an Employer Brand?
With an Employer Brand, employers signal what talents can expect from working there, what they can achieve, and what they can learn. If Employer Branding is the process, then a company's Employer Brand is the end product – the identity as an employer. The further into the digital era we get, the more difficult it will be to find the right talent. And it will also be more important than ever to be able to attract them. In a world of constant change, there is increasing pressure on HR departments to successfully navigate the new generations and emerging technologies. Traditional recruitment processes fail. If that is not enough, the new digital environment also means more distractions than before and it is becoming increasingly difficult to compete for talent's attention.
But with the right strategy and KPIs, it is easier than ever to profile yourself as a brand. But this requires an Employer Branding strategy that is true, credible, relevant and distinctive.
How to create an Employer Branding strategy?
Creating an appealing internal and external Employer Brand requires an understanding of the needs and wants of both talent and employers.
Questions to ask:
What are the career expectations in the talent market today?
What is your employer's strategy?
What is your Employer Value Proposition (EVP). The EVP is essentially what you offer as an employer, something unique that talent values in their career choices.
Keep the common thread in your strategy
After developing a good strategy with clear goals, objectives and target audience. Is it important to visualize and communicate your message. This requires a 360 degree communicative work where your message is permeated in Content marketing, Native Marketing (read more about how to use native marketing here), and advertising campaigns.
Remember that we live in a world where the consumer chooses brands based on a company’s values and how the company handles its environment. A good employer brand signals good products. Your market strategy and your employer brand strategy should therefore not be seen as two completely different strategies. Both influence each other and need to be connected to function at its best.
Want to talk about Employer Branding?
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