Want to better understand how employer branding can help your business? Anyone who has ventured into the Human Resources industry knows that selection is only part of the recruitment process. Before, there are several steps required to find the ideal candidate. With that in mind, the concept of employer branding was developed, which encourages the attraction of the best talent through brand reinforcement and company appeal.
Want to know how to shorten the path to finding the right employee for your company? Then read on and discover the power of this action.
What is employer branding
Employer branding is a strategy that links marketing and human resources to accelerate and improve the process of hiring and attracting talent. The main objective is to make the company have a positive image not only among the employees themselves but also in the market. In other words, make your organization a place where people dream of working. Creating a good collective impression is not an easy task. This takes time, dedication and resources as it puts the employee at the heart of planning. Therefore, it is no exaggeration to say that it functions as the concept of the customer journey, replacing the consumer with the talent desired by the company.
Employer Branding Benefits
The best candidates are not attracted to salary alone. Not everyone is willing to sacrifice comfort and well-being for financial reward. Of course, a fair pay boosts the company's good image, but that's just one of the crucial factors in cultivating positive impressions. Using employer branding, you can attract more talent and precisely filter the type of professional you want to impact.
Here are some of the key benefits of implementing this strategy.
As we have seen, the best professionals in the industry seek more than adequate compensation. They want a career path, a good work environment, career challenges, and a growth perspective. So if you show the world that you offer all of this (and more), you are better able to attract top talent. It is a practical way to beat the competition for the best.
With employer branding, you can build an image that dialogues directly with the talent profile you want to hire. That is, you will convey a message that will resonate better with the ears of those professionals who match your work environment. This saves you time and money on new selection processes because you will already have the attention of the right people.
By maintaining a positive image in the marketplace and within your organization, your company can capture the interest of professionals effortlessly. That way you don't have to spend fortunes to advertise vacancies. These are the great talent in the market that will come to you and register with your talent bank. Easier, no?
By capturing the attention of the right professionals, you save time by maintaining a strengthened talent bank and being able to properly filter out the most interesting profiles. Thus, with faster recruitment, you make all business processes more agile, leave job gaps, and save time for Human Resources professionals.
Employer branding step by step
So far, you have seen how actions for brand strengthening and consequent improvement in the recruitment industry come from the inside out. So it's time to know how to put these actions into action.
Here is a step-by-step guide to implementing this strategy in your organization.
1. Define the ideal candidate profile
In marketing, this concept is called a persona. Defining the ideal candidate profile is the first step to finding it. With this planning in hand, it will be much easier to determine each of the subsequent actions. Remember that you can create more than one persona, of course. A software company can have one for developers, one for business intelligence professionals, and so on.
2. Map roles and skills
For both recruiting new employees and relocating those who are already on your team, it is very important to record your strengths, weaknesses and work preferences. This information may even be requested through forms and answered by the candidates themselves and their collaborators. It is worth keeping an eye out for all the processes and functions that exist today in your organization. Keeping an eye on all demands, what are the main soft skills and hard skills required for each of the roles?
3. Customize your offer
When submitting new vacancies, be transparent about what your company has to offer. Hidden information will only bring in disqualified or disinterested candidates in the vacancy. Then it is worth explaining all the details right away including salary, prerequisites, benefits, assignments and career path.
4. Choose the ideal tools
In this same text, we cite the concept of HR Tech. This is certainly one of the foundations for building a good employer branding. So study the market, check the options available and be sure to acquire the best tools to assist you in this task. How about having a talent marketplace like Fischer & Partners Recruitment & Executive Search ?
5. Design KPIs for Analysis
There is no point in implementing a brand recognition strategy without setting tangible goals for further analysis. That is, they must be numerically measurable. Some of the key metrics are Recruitment Time, Employee Satisfaction, Candidate / Interview Rate, Cost per Hire, and Turnover Rate. Record them, revisit them and do your best to improve the numbers.
6. Use e-NPS
Regular questionnaires can tell you a lot about what should be adjusted about the people in your company. Therefore, combine the data collected to make condition improvements and increase the retention rate of talent.
7. Reinforce Your Image
Employer branding requires concrete actions to promote your brand. For this, it is worth adopting the content marketing strategy, which is the creation of informative material about the area of expertise, product, service and, of course, the work environment.
Some of the main online advertising platforms are blogs, social networks, and email marketing. In all, consider professionals interested in your business as leads. This way, you capture your attention and tighten your bonds over time, maintaining a relationship that will strengthen and make a difference when new jobs arise. In these publications, value all the differentiators of your organization, such as respect for employees, resources, and amenities available in the workplace, the profile of the team that already operates in the company and other aspects that you consider relevant.
Go beyond employer branding
Adopting this strategy allows you to raise the level of hiring and recruiting in your company. Here are three tips that complement brand reinforcement in attracting talent:
Although still little known in Thailand, the term HR Tech is a trend worldwide. It is the alliance between the technology and human resources sectors. HR Tech has a lot to offer in the job of employer branding. This is because automation tools accelerate many processes. Also, other factors help improve brand management, such as data collection for analysis, selection optimization, and artificial intelligence to detect potential employees.
As seen in the previous topic, technologies bring the possibility of data collection in the field of Human Resources. By itself, it's a big plus, but most importantly what to do with this information. So we enter the so-called smart recruitment. This strategy aims to use available material to filter, locate, attract or retain professionals and direct them to the right vacancies and positions. This makes it unleash its full potential and, most importantly, brings personal satisfaction and high productivity to the employee, one of the pillars of employer branding.
Nowadays, the brand image is tied to what employees say. After all, they are also on social networks, revealing their working conditions to the world and influencing others who may become customers or partners of your company. In the marketing environment, it is very common to use the term "brand advocate", which are clients who defend a particular business tooth and nail, generating recommendations.
With employer branding, you will have “in-house lawyers”. In addition to disclosure, there is also the retention factor. Certainly, employees will think twice when receiving proposals from other companies as they are comfortable in their current positions. Thus, reducing turnover means reducing costs and raising average employee quality. Therefore, they acquire experience and know-how as they grow together with the company.