Definition of the employer brand
The Employer Branding concept was born in the UK in the 1990s before spreading to the business world across all continents.
The employer brand reflects the personality and values that the company sends back to its employees and its human resources pool. Its partners and customers could eventually be influenced by this. This is the difference between internal and external communication.
Managing the employer brand thus aims to attract potential resources and retain the existing structure by cultivating the company’s values and improving its internal reputation.
In short, the employer brand, which is one of the main concerns of the human resources branches, deals with two headings:
- the HR identity combining the promises and the emotional dimension supposed to make the company attractive
- and the employer image, that which is concretely reflected and perceived on a daily basis by the various publics.
Difference between employer brand and recruiting brand
The employer brand covers all aspects of the company’s HR offering, from recruitment to management. The brand recruiter concerns only the attractiveness to the hiring represents only 8 % of the HR activity.
However, these two concepts are interdependent. The credibility of the recruiting brand rests on the strength of the employer brand. Firstly, because the latter plays a pioneering and influential role in the minds of future employees. Second, because a company’s image influences a candidate’s decision to choose one company over another.
In other words, the employer brand is based on the HR ambitions and the DNA which constitute the strong points of the company (possibility of evolution, working conditions, etc.) and consequently the recruiting brand.
What’s the point?
The employer brand serves on the one hand to attract the candidates who best match the company’s values and the best talents who will bring a real plus. On the other hand, to reinforce the sense of belonging and involvement of the employees already hired. This naturally leads to better attendance and more motivation on the part of employees, and also makes it possible to avoid turnover phenomena.
The employer brand deserves time and money. Often relegated to the bottom of the list of priorities, it nevertheless promotes the stability of an activity and the achievement of objectives under the best conditions.
HR Communication and Marketing
To be effective, the management of the employer brand is translated into communication and HR marketing actions encompassing all branches of human resources.
And, it inevitably starts with internal devices and projects. An employee who feels at home in his company is a real asset and an excellent ambassador. There is no better way to enhance your employer brand image from the outside. However, this HR communication is only the first step.
HR marketing is an approach whose ambition is to convince.
To attract the best skills and profiles, a company must first have a better knowledge of its needs and the aspirations of those it wishes to attract. Thus, HR departments rely on HR marketing to:
- Engaging partners over the long term
- Building a lasting relationship with employees
- Investing in existing skills
- Make the company attractive by consolidating its recruiting brand
Obviously, it’s a long-term project, but it pays off.
The employer brand only concerns large companies?
There’s a preconceived notion about that. However, it really concerns all companies, whatever their size. It is true that managing the employer brand requires a certain investment. Many VSEs and SMEs are unaware of or do not measure its benefits. Their priorities are elsewhere, and probably there is no budget dedicated to that.
Today, large companies have made it their fatal weapon to recruit new graduates.
However, VSEs and SMEs should more than ever strengthen their employer brand to gain visibility. Very little known or even non-existent among young candidates, they must take care of their image and rely on a strong employer brand to compete with competitors and multinationals whose brand and notoriety are often enough to attract applicants.