Employer Branding
What is Employer Branding?
According to the Management Study Guide, employer branding is « the process of positioning or promoting an organization to a desired group of professionals as an employer of choice. »
And employer brand is a company’s reputation in a job market as an employer. Building a strong employer brand is more important than ever. The process of building a strong employer brand is concerned with
- Attracting the best industry talent
- Engaging and retaining talent
- Balancing the rewards and benefits offered to employees in return for their performance
- Identifying unique policies and programs to demonstrate a company’s commitment to employee well being and growth
- Constantly improving the understanding of unique employer traits
- Sustaining the brand as a living identity
- Showing strong commitment towards people
- Establishing the company as an employer of choice
Benefits of a great employer brand
Why bother? It’s very simple: employees work better when they are motivated, which leads to
- Higher productivity
Turnover will be lower and more qualified candidates will apply.
- Lower hiring and training costs
A good employer brand also leads to a better reputation of the company in general,
- Increasing sales and company value
Employer branding audit
How we proceed in 5 steps
External Employer Branding Audit (online reputation – benchmark with main competitors / best in class)
Internal Employer Branding Audit (one on one meetings – employee questionnaires – group meetings)
Presentation of results and validation with management / HR – presentation to employees
Definition of goals + an action plan to reach them – definition of KPI
Follow-up of KPI / corrective measures if needed