How to enhance your employer brand

The power of employer branding continues to accelerate, with 90% of job seekers now taking employer branding into account when applying for jobs. At a time when the recruiting market is facing great uncertainty, employer branding is especially important because of the fierce competition for the best candidates. How can organizations effectively communicate their employer value proposition to create a consistent message internally and externally to attract candidates?

A company's reputation is important to 95% of candidates, and 68% would even consider applying for an interesting opportunity if the company had a positive employer brand. Even though these candidates are not actively looking.

As we know, employer branding initiatives are difficult to centralize, especially for international companies. Companies need to be bold and authentic in sharing an honest view of the work environment.

1. The challenges of a corporate culture

The corporate culture helps motivate employees and therefore improve the company's performance. This sharing of common values creates a sense of belonging that improves employee satisfaction, quality of work life and retention of candidates.

In other words, increasing financial performance, motivation and interaction among employees is necessary to become an "employer of choice".

Both active and passive candidates are increasingly looking for companies that offer more than just a good salary and a good health plan.

2. The use of recruitment consultants

To best communicate company culture, organizations may use recruitment consultants to effectively represent the brand to the candidates they speak with. But we caution against using multiple recruiters, as this can negatively impact your brand and dilute the value proposition if their pitch is not consistent.

At first glance, choosing the right consultant may seem almost trivial, after all, isn't it just a service provider?

Beyond the technical aspect of recruitment, the recruitment consultant is in direct contact with your potential candidates, and selects the people who will constitute your teams of tomorrow. The recruiter therefore has a very strong impact on the culture of your company and your image as an employer.

It is imperative that you identify the right partner, that they understand your values and that they are aligned with them, so that the message conveyed to the outside world corresponds to the one you want.

3. The main challenges of employer branding

Personalization:

Give candidates the ability to interact with your organization via your website, social networks, job boards, referral sites and via current and former employees, etc. These interactions offer a unique experience of engaging personally with a candidate. Be careful to manage your image on social networks because today a negative comment from a former or current employee can have a significant impact.

Recognition:

Recognizing the efforts of employees within your organization will boost team morale. Each motivated individual will radiate their well-being and motivation to others, which will contribute to a positive work environment.

Gathering:

Create a sense of belonging through team activities and work clubs that can bring everyone together. This way, your employees won't feel like they're in a job that's only functional and just pays the bills!

Transparency and honesty:

It is important to be clear and honest about what you offer to employees in order to present a realistic vision of the role and the company.

4. Creativity serves your employer brand

In such a competitive market, it is essential to be creative to make your employer brand stand out in order to reach the right candidates. The more creative you can be the more effective you will be. Many still rely on traditional methods rather than looking at the problem and determining the best way to solve it. The days of simply posting a job description on your website or other job board to find the right candidates are over!

Adopt a marketing mindset - employer branding is where recruiting and marketing meet - and in our increasingly candidate-driven market, you need to adopt this mindset to attract the right candidates and improve your candidate experience. HR and marketing teams need to work together to create an effective content strategy.

Adapting to new technologies can be difficult. Choose a solution that provides a team dedicated to customer success. If you don't have a marketing team, outsource.

There are companies today that specialize in HR communications and can help you implement an optimized strategy that positively impacts your employer brand and candidate experience. People who can both answer your questions, help you make the most of technology and understand the job market. A specialized candidate targeting tool like Seeqle is therefore highly relevant.

Ultimately, the people who work for you are all ambassadors for your brand and will be the ones promoting the organization during and after their employment.