Working on your employer brand has become a priority issue for all recruiters. But many complexities lie in hiding behind this widely used concept.
What is an ‘employer brand’?
There are several more or less detailed and accurate definitions of this term, both in terms of marketing and HR.
In short, an employer brand is the reputation of a company in terms of employability.
In other words, it is the image that applicants have of your company. If this image is good, an applicant will want to join your company rather than another. On the contrary, if it is bad, they may turn down your offer without even letting your know the reasons for their non-application or for not taking you up on your offer.
Finally, for many structures, this image is neutral at the beginning because an applicant does not know you or knows very little about you. However, applicants will need to get an idea about your company before applying. This is why your online brand image, and in particular your e-reputation, has a great impact on your employer brand.
In general, the company’s values and commitments define its brand image. The quality of life at work, particularly in terms of the flexibility of the work and the concern for the well-being of its employees, is also very important.
How can you improve your employer brand?
In the same way that the stakes are enormous, the question is also very broad.
Depending on the size and reputation of your company, the priorities will not be the same.
For example, for a small business, the priority work will be marketing, especially online, to show a good image of a company that is little-known at the outset. Thus, a beautiful website and social networking pages that show a good team spirit, and a good quality of life at work, will be important. Take care with what you show! It is easy to say that our company is a good place to be, but if your employees say otherwise, it could be made known and discredit you.
On the other hand, for large companies, the task is quite different. Firstly, large corporate groups do not always rate highly among young people, who often prefer a small team in start-up mode. Secondly, a company with bad values will suffer from a bad employer brand. For example, if your company produces with polluting processes, or is known to be uncompromising on the flexibility of working hours, it will suffer from a bad image.
Generally, any CSR (Corporate Social responsibility) action, will be appreciated and benefit your image. Some examples:
- Supporting a charitable cause (donation or human aid)
- Hiring workers with disabilities
- An ecological approach, such as planting trees
- Working with local providers
- Encouraging working from home
- Promoting team spirit through team building events
- Offering a variety of benefits in kind
- Make working hours more flexible so employees can have a good work-life balance.
Our Employer Brand Optimisation service
By now you will have understood, the worksite of the employer brand is huge! ProEvolution has developed an expertise in this new issue and offers you guidance in several stages.
Firstly, it is essential to know the starting point of your employer brand. So we start our analysis with an audit of your employer brand.
This audit is based on several analyses:
- Auditing your e-reputation
- Your brand’s appeal
- Recognised values and commitments
- In-house surveys (including coaching managers)
- Hiring prospects and replacements to be expected
This allows our teams to set the right priorities for your current image. Indeed, the list of actions will depend largely on where you are, but also on your hiring challenges and your targets.
With an external view and our expertise, and according to your budget, we will be able to suggest the action plan to develop your image and improve your employability with the talents you are looking for.
Generally speaking, the actions to improve your employer brand need to be managed in-house. HR, Marketing/Communications, and Managers are the first to act. Staff representatives and works councils are also involved.
However, some actions may also rely on more operational assistance from outside the company.
- Coaching teams
- Remote Management Training
- Stress management
- Optimising your website
- Assisted community management
- Implementing approaches to improve the quality of life at work
- Work on intergenerational management
Please feel free to contact us to optimise your employer brand!