Every year, employer branding is rightly ranked among HRD’s highest priorities. But what does this actually mean?
First of all, let’s go back to basics. Building a compelling employer brand requires defining your company’s identity (your brand image) and establishing its reputation (the way this image is perceived), both offline and online. This can be accomplished through a CSR (Corporate Social Responsibility) policy (this is how Facebook launched its internet.org programme, aiming to bring internet access to the impoverished), the planning of feel-good work environments (just look at the Hopscotch offices in Paris!), or innovative management (Spotify’s tribes, squads, chapters and guilds).
The challenge here is to be able to first facilitate the attraction of top talents in order to reduce your recruiting costs and time without sacrificing candidate quality. And it goes without saying, a big part of the recruitment process is done online on various recruitment platforms and social networks. But positioning yourself as a top employer is not that simple. The employer-candidate relationship has regained equal footing, and the power of word-of-mouth recruitment has increased tenfold thanks to social networks and employer review websites. Candidates now have the power to tarnish a company’s reputation or, on the contrary, enhance it.
As a result, there is a lot of HR marketing work to be done for companies that want to attract and retain this new breed of consumer, without, however, falling into the traps of consumer marketing. Contrary to popular belief, candidates don’t just browse job websites like they would, say, a supermarket. They make their selection carefully and don’t just blindly apply to vacancies. According to a study (in French) carried out in 2015 by Neoma Business School, candidates, now more than ever, are looking to create emotionally engaging, inspiring, and long-lasting relationships with their employers. They must thus be treated as such.
The dialogue driving your employer brand must therefore be as transparent as possible and include your employees’ voice. Avoid using vague, ambiguous and pompous discourse and excessive corporate jargon in your messages, as candidates don’t react well to this. And remember: Employer branding is not limited to recruitment campaigns. It is a never-ending story that demands commitment and continual re-invention.
Want to know more? Download our “14 ways to create an attractive employer branding and positive candidate experience” ebook below.