Employer branding. Why invest in it?

Employer branding. Why invest in it?

Employer branding is a strong HR trend, promoted more and more widely in the media. Employer brand management works well especially in the IT industry, where we are dealing with the employee market, and companies are faced with a constant shortage of candidates with desirable qualifications.

The term employer branding appeared in 1997 thanks to McKinsey & Company, which already at the threshold of 2000 predicted that despite high unemployment, soon the market will be able to see a strong demand for candidates meeting certain requirements. In such industries as it, it worked perfectly. Employer image management is becoming an increasingly important activity that it not only allows you to get the best specialists on the market, but also facilitates the achievement of business goals.


Potential hidden in employer branding

Employer branding is an activity that aims to build a brand and a positive image of the employer, both inside and outside the organization. In other words, it is about creating a good reputation and prestige, which will translate into concrete benefits for the company. Recent research shows that image-building activities have the greatest impact on communication, recruitment, recruitment, development and talent management. The brand supported by employer branding has a stronger position in the market, and thus attracts better candidates for employment and is able to retain highly qualified specialists for longer.

Finding yourself at the top of the best companies is not an easy task, with many challenges, but also build a competitive edge in the market.

Employer branding is in fact a precisely prepared, long-term strategy, which includes many different stages of action, which we will write about later in the article. Employer branding is a must for companies that want to reach out to diverse candidates, especially those from Generation Y, who put their individuality above everything else.

Employer branding is implemented on many levels, hence the distinction between external and internal EB. The latter focuses on creation of friendly working conditions, as well as opportunities for the development of employees. External employer branding creates a positive image of the company as an employer.


How to build an employer’s image?

In relation to employer branding are used different definitions, but one of them says about consciously shaping the image of an attractive and trustworthy employer, which translates into gaining a competitive advantage. This means that the image of the company, as an employer and a business entity, are interrelated. Building the satisfaction of current and future employees translates into their efficiency, improving work culture, and consequently-on better company results and customer satisfaction.

High recognition and high brand value is a better position in the market. At the same time, such a company is an organization in which candidates want to develop their professional career and is simply a desirable place to work. Among all these business benefits, one should not forget about the overarching goal of employer branding – on effective recruitment, attracting the most talented candidates and reducing the turnover rate.

Good brand communication, both outside and inside, requires the development of a detailed EB action plan and strategy. Building a positive image should begin with an analysis of the current situation of the brand as an employer. Such an analysis should be carried out inside and outside the company. In the first case, you need to check m.in. all HR procedures and processes that affect the brand, the level of employee satisfaction and their opinions (quantitative and qualitative research).

The external analysis should also cover a number of different activities, from getting to know the opinions of job candidates with different levels of experience to analysing the ranking of employers, the perception of the brand in different communication channels, etc.

The next stage is to determine in what direction will the company develop and what employees will it need. Identifying the profile of people needed for the further development of the company is an important activity, but it is also important to establish the expectations and professional goals of this group. You can also not forget about analysis of the image activities of competitors. It is with these companies that you will have to fight for the best candidates, so it is worth knowing the strengths and weaknesses of competitors.

One of the most important stages in the preparation of the EB strategy is identifying key and best unique employer values (Employer value proposition-EVP), which you will be able to boast before the candidates. EVP is a kind of business card, it is an argument why a given candidate should be employed with this, and not with another employer.

It is on the basis of EVP that the strategy of communication with candidates is constructed. They are often used in it, for example. image passwords, graphic layouts and text messages. It is important, however, to keep the message consistent across all channels of communication. The choice of the latter and marketing tools should be a consequence of the knowledge gained during the analysis of the target audience.

The ROI of EB activities is also important. This can be, for example, presence in prestigious rankings, the level of involvement of employees in the company, brand recognition in the target group, staff turnover, the cost of attracting new employees, etc. It is also important that be able to flexibly adapt the EB strategy to the changing market environment and current trends in the industry.


Summary

Implementing an effective employer branding strategy is not an easy task and often requires a long-term perspective. However, the benefits of EB implementation can also be long-lasting, translating not only into the acceleration of recruitment processes, the acquisition of highly qualified personnel, but also into strengthening the market position especially in such a competitive industry as it.

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