At the end of the 1990s, a new expression began to be used in HR offices: develop your employer brand.
In a nutshell, it is about the company presenting itself in its best light in order to attract excellent talent.
Yes… In a sense, the roles are reversed. Gone is the myth of the all-powerful recruiter!
From now on, the person in charge of recruitment and the candidate or potential employee assess each other. Determining whether or not they want to start a collaboration 🤝
And beware, this is not a smoke screen.
In France, 36% of permanent contracts (CDI) are terminated in less than a year according to a study by keycooptsystem.com.
Taking all types of contracts together, the average turnover in a French company is 15.1% according to INSEE, which is quite high.
In short, today the employee has taken the power. And if a company does not know how to enhance its employer brand, it considerably reduces its attractiveness and probably its life expectancy ❣️
Ready to develop your employer brand? We have put together 4 tips:
- What is employer branding?
- Why you should better develop your employer brand in 2023?
- 4 tips to improve your employer brand in 2023
What is employer branding?
It’s impossible to go any further in this article without answering the question “What is employer branding?”
In a few words, it is the image that employees have of life in a company. It is the way in which a company puts the values it stands for at the service of its staff.
Let’s take the example of a well-known employer brand: Google
Even without having set foot in its Silicon Valley offices, you have a certain image of it 😏
The company has a reputation for stimulating the creativity and individuality of its staff. Naturally, a high potential or someone who wants to make the internet more inclusive will be happy to apply.
Even when Google is not hiring, the American company is communicating its precepts to the rest of the world: protecting users online, developing digital opportunities, being an inclusive player, dealing with emergencies, etc.
And above all, it applies them in its daily operations, becoming interesting for those who share its values.
Naturally, when it comes to recruiting, its excellent employer brand image works in its favour.
Découvrez notre article détaillé sur la définition de la marque employeur >
Why you should better develop your employer brand in 2023?
Innovative companies such as Google sometimes have a reputation for being a little too “disconnected” 🤯
Perhaps as an artisan baker, you feel that there is no need for an employer brand manager.
You couldn’t be more wrong!
Regardless of your industry, when you put out a recruitment ad, 95% of candidates will research your company based on a study from Stepstone.
Imagine for a moment if they came to have a negative image of you… 😕
Even if he accepts the job due to financial constraints, he will try to leave as soon as possible. Unfortunately, this is a reality that leaders often become aware of when it is too late.
According to The Super Agency, 90% of employees would not hesitate to resign to work for a company with a better employer brand.
Remember the turnover rates mentioned above: 36% of permanent contracts are cancelled in the first year.
Nationally, companies have a 15% turnover rate. Each time, this involves costs (direct and indirect) and above all a considerable loss of time ⏳
According to Apicil, an employee who is dissatisfied with his or her working conditions would lose €14,310 per year to the employer. And if he decides to leave, the cost of resignation and replacement would be half or even two thirds of his annual salary.
In addition, employer branding training provides the tools to attract the best recruits. Remember Google.
Only because of its employer brand, high potentials will apply there while ignoring job offers from Infinix, Beta, etc.
If you are still wondering why you should work on your brand image, the answer is simple: to have qualified employees who want to stay with you.
4 tips to improve your employer brand in 2023
It’s time for the practical phase 🥳
How can you improve your employer brand? By adopting the following four tips.
1. Define an employer brand strategy
Too many SMEs are still overlooking employer branding.
Sure, they have a narrative of their creation, values displayed on their website, but then what?
How are these principles applied in the company’s processes?
Creating an employer brand requires you to focus on the essence of the brand. Determine exactly what you want to emphasise 🏆
In concrete terms, if a prospect were to sum up the spirit of your business in three words, what would they be?
Once you have chosen the terms, consider how to integrate them throughout the chain.
Most importantly, set SMART goals that are aligned with the company’s mission.
Découvrez notre article sur la méthode SMART >
2. Improving the candidate experience
Do you know that 65% of applicants never receive a reply from the firm?
And when they do, it’s only after a month or so 🥶
Worse still… In 85% of cases, they come away from the course feeling that a human has not read the work they have spent 3-4 hours on.
What can we say about these figures except that they are disastrous?
This is all the more serious because in 72% of cases, the unhappy candidate will recount his or her ordeal on the internet or to a relative.
From now on, every time someone types your name into a search engine, they will come across this story 😥
To rectify this, set up an auto-responder to ensure that all applicants receive a response! Develop better recruitment strategies to reduce candidate waiting times.
And during interviews, treat your potential employees with friendliness. You can’t imagine what a cup of tea and a warm smile can do for you … ☕️
Découvrez 7 étapes pour réussir votre recrutement >
3. Involve management
Do some background work with members of the management. After all, they are the ones who outline the action plan.
Arrange for individual meetings where each board member can express their expectations.
Then, in a joint session, review how to apply employer branding in your daily work 🤩
4. Spread the word about your news
Via social networks or a blog, keep the world informed about your activities. It’s important to define your employer branding strategy, but if you don’t communicate, your efforts are in vain.
Look after your employer brand on all the channels available to you: Facebook, Linkedin, Welcome to the Jungle, etc.
Social networks are becoming a popular channel for companies to develop their employer brand, especially LinkedIn. Explore this ce guide to employer branding published by LinkedIn.
Even if the medium differs, the message must remain the same.
Our advice: also think about setting up an intranet to create a real community around your company.
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Don’t let potential candidates assume what goes on in your premises, show them!
Put your current employees in front of the camera and let them tell their story.
How did they get there? What was the day like? What makes them most proud?
Keep in mind that candidates and even customers are curious by nature.
Part of them wonders if your values are real or just about making sales.
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