Employer Branding. How to take care of the e-image of the company?

Employer Branding. How to take care of the e-image of the company?

The demand for specialists in the IT industry is huge, which translates into increasing problems with finding suitable employees. Companies in this field try in different ways to attract the attention of potential candidates. Increasingly, employer branding is used for this.

We have already written about why it is worth investing in Employer branding. Today we would like to think about how you can build a company’s image in Internet channels, using the EB strategy for this. Increasing competition and the ever-changing market environment mean that companies have to put a lot of effort into attracting top-class IT professionals. Increasingly, the answer to this demand is employer branding.

Employer Branding in Polish reality

In the context of not only polish it, slogans such as the employee market and the war for talent are increasingly heard. Employers agree that the factor that will have the greatest impact on business over the next 2 years will be the shortage of suitably qualified employees. Only in second place are economic issues mentioned. Despite this, according to a report by HRM Institute, 52% of Polish companies do not have any strategy to shape the employer’s image, and at the same time 83% of our native entrepreneurs agree that such a strategy makes it easier to attract talent. If Polish companies invest in Employer branding activities, the entire responsibility for the preparation and implementation of the strategy falls most often on the personnel department. Only 9% of Polish entrepreneurs have set up a separate EB department in their organisation.

Most often, under the influence of the employer branding strategy, processes in the field of recruitment and onboarding, communication change, and employee engagement increases. It is not surprising that companies that have bet on the EB also have no resistance to provide ever larger budgets for image activities. 39% of entrepreneurs allocate about 100 thousand. but there are also companies with a budget of 500 thousand. and more. Of course, when implementing an Employer branding strategy, indicators are also needed to measure the effectiveness of such activities. In Polish companies, the effectiveness of EB is most often assessed through the prism of the number of applications submitted for the offered position (18%), the level of rotation (15%) and the quality of applications submitted (14%). It is also worth looking at the effect of Employer branding from the position of candidates. It turns out that for them the most important attribute of the employer, which can tempt you to apply for a particular position, is the atmosphere in the company. Only then are aspects such as employee recognition in the company and its reputation taken into account.

Tools for creating an e-image

Employer branding works best when it is based on a range of many different activities within a coherent strategy focused on building the employer’s image. On the internet, very different tools are used for this. The most popular is definitely the” Career ” tab, and more and more often even a separate site dedicated to a career in a particular company and everything that goes with it. This is a real business card of the company as an employer. However, it is necessary to ensure that such a service is attractive and interesting, and then it will be a real support for the EB strategy.

From the report “social media 2016” you can find out that in 2015 10% of the funds for advertising on the internet were spent on social media, and in 2016 it may be already 20% of marketing budgets. This should not be surprising, since only 20 million Poles use Facebook alone, and other social networks are consistently chasing the leader. In such a situation, EB’s activities both on professional portals (e.g. LinkedIn, goldenline) and in other social media are an effective communication channel and an excellent tool for building an employer’s image.

To build an e-image, it is also worth using SEM and SEO activities to ensure good visibility in internet search engines, as well as corporate blogs, virtual job fairs, chat rooms, interactive games, industry portals that also focus on issues related to employment (e.g. Bulldogjob), interactive games, professional videos (both of a recruiting nature and bringing the ideas of a particular company and its culture of work, achievements, etc.).). Of course, there can be no shortage of interesting recruitment ads on the internet, which will not only attract candidates, but will also be a kind of business card of the company.

EB in practice – some interesting examples

Finally, it is worth devoting a few words to Employer branding in practice and showing this kind of action with examples. The practice of many companies shows that an original idea and consistent action can bring a very good result. So how do companies run EB campaigns to attract the best candidates for the job? It turns out that ingenuity and unique solutions are extremely effective in the IT industry. Daftcode is an example of such custom actions. Among her Employer branding activities was, among others, hackroom, connecting online with offline. To use this room for free, first you had to solve a logical-mathematical puzzle on the website, and then you could go to the Warsaw Mokotów and there in the escape room to solve puzzles dedicated to programmers. The participants who completed the tasks as quickly as possible were invited to the second stage of recruitment to daftcode.

Another example is a campaign run by Yahoo, which placed a job ad in the source code of the Flickr site, which meant that if someone read it, they were the candidate that Yahoo was looking for. In contrast, Luxoft, directing its message to Java, Oracle and .NET developers, used an online game that allows you to test the skills of coders and at the same time provide excellent entertainment . These are just a few examples, but they well reflect the potential of the EB and the goal: attracting candidates and building a positive image of the employer.

We can assure that we will return to the topic of Employer Branding many times. In the meantime, we’d like to know what your experience is with these kinds of campaigns.

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