Three employer branding strategies to attract talent organically and break free from job portals dependence!
Let's be quick and concise. ?? We recommend reading this article in its entirety if you answer affirmatively to at least one of the following questions:
If your company is experiencing any of these issues, it's time for you to understand the power that employer branding has in enhancing your organization's image.
Did you know that 50% of professionals wouldn't work for a company with a bad reputation, despite offering good financial compensation?
That's right. For current professionals, money isn't everything when it comes to job hunting.
Aspects like growth opportunities, extra benefits, company culture, work schedule features, and incentive programs are just some of the criteria talents consider when analyzing job offers.
Do you want your company to be the ideal choice for the best talents? Keep reading. ????
In this post, we explain what employer branding is, what it entails, and some strategies you can implement to gain all the benefits this important resource offers to companies.
What is employer branding?
We often associate a company's reputation with the opinions of its customers or the external audience. However, we tend to overlook an essential element that also contributes to the reputation of organizations: the employer brand.
Sometimes, without even realizing it, companies build an image for their employees and future talents from the recruitment process. And this is what is known as employer branding or talent brand.
To make it clear, employer branding is the image a company has as a hiring entity. This concept includes the perceptions of current, past, and potential employees.
Therefore, it is no longer sufficient to capture the attention of professionals with attractive job offers. Now, it is more important to demonstrate that your company is the ideal choice for the best talents through the current treatment you offer to your employees.
Why Choose Employer Branding?
Employer branding stands out as one of the most effective strategies for retaining and attracting talent to your company without having to invest a lot of time and money in job portals and lengthy, costly recruitment processes. And this is not a claim I pull out of thin air as if it were a magic trick.
According to statistics from LinkedIn, 72% of recruitment leaders agree that the employer brand has a significant impact on hiring, and there are several reasons for this that I'll show you below.
Greater ability to attract talent.
It's a fact. Companies with an attractive employer brand receive twice as many applications from candidates interested in a job offer compared to other organizations that haven't worked on their employer branding. In this way, job offers have a wider reach and increase the chances of finding the most suitable talents for the position.
Moreover, according to a study published in Talent Clue, a good reputation as an employer brand reduces hiring costs by 43%. This leads to more effective recruitment processes.
Additionally, you will save a considerable amount of money and time that you usually invest in job portals where your company's advertisements do not attract the best candidates.
Increase in Talent Retention Rate
Retaining talent in companies is a straightforward task if you invest in employer branding. By promoting an optimal work environment, offering additional benefits such as continuous training or flexible working hours, you will ensure that your employees stay with the company for a longer time and improve their performance.
This also creates greater commitment to the company and its values, strengthening the sense of belonging among your teams. An essential aspect when expanding the reach of your company's employer branding.
Differentiation from Your Competition
Only 57% of companies claim to have an employer branding strategy, and we don't know if these strategies are effective. Therefore, strengthening the talent brand will become a significant competitive advantage that will help you position yourself as a leader in your industry.
3 Employer Branding Strategies: Tips and Examples
Knowing what employer branding is and its importance is just the first step. This is not relevant if you don't develop an action plan that allows you to enjoy all the benefits that a good reputation as an employer brand provides. That's why we present you with three employer branding strategies that you can implement today.
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What does your company offer to the top talents? When answering this question, don't focus solely on the financial aspect or the salary assigned to each position.
While this is important, there are many elements to consider in your employee value proposition, which must be clearly communicated in job offers, the company's social media, the official website, and, of course, in the day-to-day operation of the organization.
To design your employee value proposition, I recommend taking into account the following criteria:
Among other benefits that your company can offer to those who want to be part of it. Think about what makes your organization unique and the reasons that can motivate the top talents to submit their applications.
For example, 谷歌 has a very clear employee value proposition and manages to communicate it in multiple ways. They offer free transportation service, rest areas, healthcare assistance, trips, generous vacation policies, support for courses, legal advice, and a wide range of additional benefits.
2. Use social media, especially LinkedIn
Utilizing social media is essential to give greater visibility and reach to your company's employer branding.
You can use it to share day-to-day activities, events, team work, personal and professional stories of your employees, among other content that will help raise the profile of your organization. You can even involve all your collaborators to achieve an even greater reach.
The example of HubSpot is very illustrative to demonstrate good employer branding practices on social media. With their #hubspotlife, employees share their daily routines, introduce themselves to the audience, and showcase their achievements, opinions, and expertise.
All social media platforms are valid and useful, but implementing this marketing strategy on LinkedIn is a plus when it comes to enhancing your employer branding.
Why? The answer is simple: it is the ultimate professional social network, where the best talents seek new job opportunities.
To develop your employer branding strategy on LinkedIn , we recommend:
3. Developing Career Plans
Training and professional growth are among the most important factors for candidates and current employees. It is crucial not only to provide continuous training in job-specific knowledge and skills for employees but also to offer resources for them to find new career purposes.
Coaching or mentoring programs can contribute to developing these career plans. However, this is not enough if your company doesn't offer opportunities for your employees to aspire to leadership positions.
In this regard, I love the example of 雀巢 . The company provides guidance, training, and job opportunities through its "Initiative for Youth" program. This way, talents with less experience can access training and increase their mobility towards positions with greater responsibilities.
As you can see, employer branding is the best alternative to job portals and excessively long and costly recruitment processes. If you implement the strategies we have proposed in this article, we are confident that the top talents will be more than delighted to work in your company.
It's time to create sustainable recruitment strategies and enhance the candidate experience.
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