Data from studies and surveys have increasingly shown the importance of employer branding in attracting and retaining talent.
According to a survey released by Mind Miners, a third of millennials (also known as the “Generation Y”, people born between the mid-1980s and late 90s) even though they are satisfied with their current job, plan to change jobs in the next two years old.
And more: 51% of them say they would like to be entrepreneurs.
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In another study by the same company, some more interesting data:
- Generation Y supports social and environmental causes
- Consider themselves ambitious workers
- Want to work in technology companies
- Value sustainable brands
If you find this scenario challenging for companies looking to attract and retain these talents, it’s because you haven’t seen this survey data anymore:
In other words: despite understanding the importance of companies in society, most millennial have a negative view of them. They believe that they are unethical, that they are not committed to improving society, that they do not respect their employees and that they only think about profits.
In this context, strengthening your brand in the market of available talent is essential.
To help companies and HR departments in this task, the term employer branding was coined.
In these posts, you will understand what employer branding is, its definition, and check out 5 employer branding actions that you can develop in your company right now.
What is employer branding?
It is not difficult to understand what employer branding is.
The meaning of employer branding, in a direct translation from English, is something like “building an employer’s brand”.
But for you to definitely understand what employer branding is, this definition may be more enlightening:
Employer branding is a set of strategies and initiatives that a company uses – inspired by traditional marketing practices – to show all the value of its brand to the job market. This happens through various media and – mainly – through its posture and the dissemination of its values and its human resources policies. The objective is to strengthen its image in front of professionals looking for placement in the market, attracting and retaining the best talents.
Now that it’s clear to you what employer branding is, let’s take a step-by-step guide to develop a program like this in your company.
5 steps to making employer branding success in your company
A fundamental point is to disclose information that corresponds to reality. Today, with social media being widely used, it’s easy to tell if a company says one thing but does another.
A case widely publicized by the media was the use of labor in inadequate conditions by big fashion brands. For professionals increasingly engaged in social causes and sustainability, this type of news can hinder employer branding in their business.
Let’s go to the employer branding actions you should take.
1- Clearly define values and policies: why is your company better?
Every company – or most organized companies – has a definition of mission, vision and values.
Do these definitions correspond to the expectations of professionals seeking placement in the labor market?
For a long time, companies were only concerned with using these statements in terms of their goals and the needs of their end customers.
Today, this concept must be expanded so that society as a whole benefits and that the labor market recognizes and identifies with these values.
Changing the values and other components of the company’s DNA is not an easy task. But it is a challenge that professionals and HR need to face so that they can start an employer branding job in the company.
2- Internal communication plan: start with those who already know you
With the company’s values, mission and vision clear and aligned, it is necessary to disclose them, initially, to those who have direct contact with them: your current employees.
It makes no sense to start an employer branding process outside. Even because, if its employees do not have the perception that what is being disclosed corresponds to reality, it will be difficult for outsiders to be effectively impacted.
A good internal communication plan must be drawn up accordingly. Learn more here: Internal communication and end marketing: keep teams well informed
3- Create an exclusive website for employer branding
It is of course very important to have your corporate website, focused on investors and shareholders, as well as customers.
But the purpose of a website for employer branding is different and, therefore, it requires its own environment. It can be connected to and accessed through the company’s website.
But it is very important to have an exclusive online space for employer branding, which will streamline actions and even provide a visual identity that is still in line with that of the business as a whole but adapted to the differentiated audience that one wants to reach.
An agile alternative for this is the negocios.99jobs.com website, which has its own tool for this purpose and is full of features.
4- Social media: one of the most used channels by professionals
LinkedIn, Facebook, YouTube and other social media, even Whastapp and Interest, cannot be left out of your employer branding efforts.
The rationale must be the same as the one the company employs when using these media for its end customers: relevance and continuity.
Do good content duration and be sure to use proper SEO and content marketing techniques. After all, bombarding these media with news that does not interest market professionals will have no effect.
5- Measure the results
There are several human resource management indicators that you can use in your company to verify that your employer branding program is working, such as the turnover rate, for example.
But applying a satisfaction survey through internal communication questionnaires, with the help of free internet survey platforms, is a way to count on these results whenever necessary.