Most Effective Employer Branding Strategies
In the HR field, there is an impact of the concept of “Employer Branding” as a strategy to motivate employees and retain talent in the organizations. In fact, this term implies a change in the HR landscape. Companies must somehow clarify the role of their employees within their organization. We believe it is important for companies to be aware of what employer branding means and what are the best strategies to create a stand out brand.
What is Employer Branding?
According to Richard Mosley, one of the authors of this discipline, Employer Branding is "all those thoughts and feelings with which people associate an employer. They can have positive and negative connotations, true and false, and they can be based on direct or indirect experience". In other words, employer branding is the way in which the company is perceived as a good place to work.
"What really adds value is that a company offers an image that corresponds to what employees experience on a daily basis." by Almudena Rodríguez-Tarodo, senior advisor Employer Branding at Grayling.
In order to build Employer Branding, organizations should make policies at the company level where employees are the main references. Usually, companies establish a long-term strategy that is carried out with the aim of attracting and retaining talent to your company. It is not easy to change the philosophy of a company and to become the best place from one day to the next. It implies a continuous and constant process.
Effective Employer Branding Strategies
- Consider employees your most valuable asset: Your people are the most valuable resource of the company. To build a successful strategy it is essential to know what talent is looking for in a job position in order to create an attractive value proposition. In other words, make sure that the employee value proposition meets the needs of your ideal candidates.
- Be transparent: Companies should pursue potential candidates by showing them how they work, how they treat and take care of their talent and the values of the company.
- Create a company culture where employee voice matters: The people who make up your company are its best ambassadors. They know exactly what it is like to work in your company. Let them be the ones to explain the benefits offered by the company, how its organizational culture is and how the work environment is. This will raise the value of your company and will make future talents perceive it and become more interested and attracted.
- Use social networks as powerful allies: They are the perfect channel to communicate the values of your company. When using them to show how the day to day is at your workplace, the events and meetings that you have will make other people and businesses be interested in it. Have you ever thought about introducing your new employees in your social networks? It is a way to welcome them and to make them feel a part of the family from the beginning.
- Involve the whole company: If you want to succeed when implementing an Employer Branding strategy, it is important that everyone is involved. To make employees fall in love with your company through loyalty policies will help you attract more talented professionals. If this ends up being a common goal for all the members of your company, it will lead to a greater group cohesion.
Google, Facebook, Ikea and Seat. What did it come to your mind when reading the names of these 4 companies? They are known for being one of the best Employer Branding companies in the world, obviously because they have dedicated time and effort to implement successful strategies.
We can conclude that by implementing an employer branding strategy, even if in the short term probably we won’t see results, in the long term, it can bring a lot of joy to your company. Your people are the ones who make your company work and at the end of the day, they are the ones responsible for recommending your company since they know how everything works inside of it. Therefore, having successful talent attraction policies such as a positive work-life balance, will help you make your organization a great place to work where everyone would want to work at.
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