Employer branding: employees at the centre

Today's labour market is characterized by a high degree of mobility. The new generation of employees distinguishes itself from previous generations by a greater frequency and ease of changing employers.

In the past, this phenomenon was rarer and, when it did occur, was often due to a better economic offer. With the passing of the years and the development of a greater awareness of their role and rights, workers have started to attach importance not only to pay, but also to the working environment, work-life balance and self-affirmation.

For these reasons, employer branding – a strategy that focuses on managing the company's reputation among (potential) employees, disseminating the company's values and culture, as well as promoting an appropriate work-life balance – has become increasingly important.

What benefits does employer branding bring to companies?

Strong employer branding helps to:

• attracting talent: making the company more attractive in the eyes of qualified personnel. In fact, people are now more selective and look not only for a good salary but also for a corporate culture that reflects their personal values, enables them to reconcile personal and professional needs and allows them to grow and develop further.
• retaining existing staff: employees who feel valued and identify with the company's values are more likely to stay for the long term. For companies, this translates into a more stable working environment and reduced costs for training and recruiting new employees.
• consolidate corporate reputation: a good reputation influences the consideration that various stakeholders have of an organisation. This includes potential candidates, for whom a positive consideration of the company can make the difference in deciding whether to apply for a job.
• spreading corporate values: employers who believe in work ethics, inclusion or sustainability tend to attract people who share the same principles. This promotes the creation of a cohesive corporate culture and strong internal alignment, which are necessary elements for good organisational performance.

In conclusion, companies that invest in employer branding are more likely to attract qualified, confident and committed employees who contribute to the organisation's long-term success.

HR Team BPS (SUISSE)