Employer branding: challenge and opportunity for small and large companies
For some time now, the corporate world has been in a state of flux created by the definition of employer branding. But what is it, and why is it becoming more and more important for a business?
What is it?
Employer branding can be considered as the interaction between marketing and human resources management. A strategy where the employer develops a brand in which employees (current and potential) are at the center of the strategy.
In today’s increasingly human-centric society, human resource management is more important than ever. To outperform the competition, it is no longer enough to invest only in marketing, it must also be done in the personnel who work day by day in the company.
Employer branding focuses on the long term to manage the knowledge and perceptions of workers, future workers, attract talent and stakeholders. It profiles the company’s identity and presents it to the outside world as an environment in which it is good to work.
What are the benefits?
Developing a strong employer brand is a long-term investment with several benefits. It primarily generates multiple positive effects in the three main areas of the human resources department: recruitment, retention and engagement. A good employer branding has a profound influence in these three areas.
1. Recruitment: a good human resources strategy, taking care of the company’s brand, makes the selection process more efficient (reducing costs) and that new collaborators are better, influencing their productivity.
Retention: another effect is that employees who experience high job satisfaction, because they are in a company with a high level of employer branding, no longer accept or look for other job opportunities. Therefore, by having fewer recruitment processes, costs are also reduced. In addition, greater personal satisfaction means better productivity.
3. Commitment: A good employer branding will improve employee motivation and participation. Employees will become true brand ambassadors and they themselves will “sell” and recommend the company with its consequent economic return and productivity.
It is the perfect human resource management strategy, both for large companies and SMEs. Using the brand is, therefore, a human resources strategy possible for all companies, regardless of their shape and size.
SMEs can offer many benefits to workers compared to large companies. With the trend towards restructuring of large companies, small companies are more reliable and can offer better job security.
In which sectors can employer branding be more important?
It is difficult to identify specific sectors. It is very horizontal and can be adapted to any level of activity.
Indeed, if we compare the latest international classifications of more reputable companies and more attractive employers, we see that many brands appear on both lists. This is because they are already two characteristics that go hand in hand.
Mainly we can observe that the companies that appear in the first 50 positions belong to 5 main sectors: Technology/IT, Food Industry, Automobile Industry, Cosmetics and Banks/Finances.
In practically all these sectors, the recognized quality of the brand derives from the quality of the product/service it represents and is a consequence of the high level that human resources drive towards success. Therefore, it shows how important and fundamental a positive employer branding is.
How to build a positive employer image with the help of your employees?
We know that the success of employer branding depends on the satisfaction of the employees of a company. As we have explained before, satisfied employees will become brand inflencers, spreading the positive image of the company. This can be achieved by striving to improve working conditions and ensuring that the vision of the company corresponds to that of the employees. It is also interesting:
- Invest in employees by offering them opportunities for growth and training.
- Involve staff in the company, ensuring that there is a good atmosphere and that employees show solidarity.
- Take care of internal communication.
How to use social networks for a good employer branding?
It is undeniable that digital platforms such as Facebook, Instagram, Twitter and LinkedIn have acquired considerable importance in recent years.
As of today, statistics show that 4 out of 5 job seekers consult online about an employer before deciding to submit their CV for a position. If the information is not sufficient, they will not be proposed for the position.Therefore, online presence has a big impact on the image of an employer. Hence the importance of using multiple channels to spread a positive image of the company.
The use of employer branding generates a good brand image and creates a great return on investment.