Employer branding is not just a beautifully designed vacancy page or a one-off social media campaign. Employer branding is primarily about retaining current employees. Together with your team, you ensure that you are an attractive employer for talent and that you are different from the competition. The term “employer brand” is a collective term for various activities that you carry out to hook people to your organization.
Employer branding strategy
A common misconception is that an employer branding strategy is about external communication, in fact, it is mainly about the internal company culture. You can make all kinds of promises within your marketing campaigns, such as working on Bali. If the reality is an office building on an industrial estate, with bad coffee and a poster of a white beach, the same candidate will quickly disappear.
The starting point of the strategy is therefore to map out what the distinctive character of your organization is. What makes you unique, why did current employees choose you and how do you ensure that people are happy in their workplace? The next step is to map out who you are looking for and what they want for their workplace. Create a Candidate Personas. With that input, you can create a strong Employee Value Proposition. Finally, find out which channels to use to ensure that your company becomes a magnet for talent. Tell your authentic story through content, and build a community that wants to work for you. That is the power of a strong Employer Brand.
How do you reach the new generation?
Generation Z is a generation that is on all kinds of social media channels. They have a short attention span and find completely different things important in their work than a good pension scheme or a permanent contract. Think, for example, of fun at work, flexible working hours, a good salary to enjoy especially now, and control over their own time. In short: for recruiters, it is a major challenge to get and keep the attention of this target group. In any case, not with a document full of text containing only what you as an organization are looking for. They mainly want to know what you can offer them; short, powerful, quick, and clear. Keep that in mind when creating a proposition, content, and especially your career site!
Why is employer branding important?
Employer branding is important because you make a long-term investment in current and future employees. And in this market, you have to stand out! Make sure you translate your employer branding activities toward external campaigns and you will build an unbeatable employer brand.
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