Employer Branding involves the use of a set of actions among your companys employees to promote greater well-being, engagement and retention. Get to know it!
To engage customers in our brands, we must first ensure that employees are engaged with the companys value propositions. After all, they are the ones in the front line, materializing our differentials for customers, right?
However, as with end customers, it is not easy to obtain advocates internally.
And this is increasingly important, especially for those who decided to invest in the companys employer branding.
In a free translation, we can say its about your reputation as an employer. Usually, the concept is associated with the success of companies in selecting and recruiting talent, but ideally we also think about retention.
When we look at how a company can improve its image towards employees, we think of appropriate remuneration policies. Obviously, this is an important factor, but the people who manage it know that this is not enough.
Do you want to better understand this history of employer branding and learn how to leverage this strategy to increase your business results? Then youre in the right place because thats the topic of todays article.
Lets go ahead!
What is employer branding?
In short, it is appropriate to consider employer branding as a strategy to build and maintain the positive image of the company. The difference is that the target is not the final customers, but the employees .
It is obvious that the initiatives cannot be decoupled, because the fact that the company is recognized as a good employer intervenes favorably with the perception that the final customers have about the brand.
In the following topics we will explain which initiatives are important for employer branding, but the key is to think about how it is possible to raise the level of employee satisfaction .
There can be no doubt about the importance of having a Human Resources area that has this more strategic vision of its activities, but a successful project in this area needs the participation of all the sectors of the company .
Also note that the results will not appear overnight. The e mployer branding is a long-term project. And for the implementation to be successful, you must define, and understand, the values that underpin that business.
How important is employer branding?
In an environment where companies increasingly rely on intangible values to differentiate themselves from the competition, having people who help spread your qualities can make a big difference to the bottom line.
In addition to its importance in building and maintaining company champions, employer branding also has a positive impact on company productivity levels.
It is not difficult to imagine why this happens: if we are more satisfied with our work and proud of the organization, we seek to redouble our efforts and want to meet our employers expectations.
Another aspect you should consider is competition. If we operate in a company that stands out as a good place to work, we are aware that our position is more disputed, so it is not guaranteed.
In financial terms, the main contribution of employer branding is in reducing costs in the selection and hiring processes.
With a good reputation, it is easier to attract more qualified people, which reduces the amount of time and resources usually required in this type of process.
When considering the value of strategies in this area, it is also important to consider the positive effects on supplier relationships.
The better the companys image, the easier it will be to establish good deals, as suppliers understand that they can add value to their operation by partnering with reputable companies.
What are the best strategies of Employer Branding?
Understanding the importance of making the company one of the most desirable to work for , lets now look at the aspects that help build that kind of reputation.
First, remember that, as with the brand, what works in this area is a set of initiatives, not isolated actions. Therefore, the first step is to define (or more objectively identify) the values that underpin the business.
An employer brandingd project must be built on the strategic pillars of the company, that is, it must be driven by its corporate culture .
As an important recommendation, here it is appropriate to ensure that the brand establishes a mission, vision and values that work to differentiate your business.
It seems obvious, but not all companies pay due attention to these assumptions, reproducing concepts that are not aligned with their mode of operation, nor do they coincide with the objectives established for the organization.
Having solved this more formal problem, carefully review the initiatives that positively impact employer branding:
As we have said, an employer branding project takes time to consolidate. Therefore, the best strategy is to plan, documenting what can be done in the short, medium and long term.
The definition of the initiatives should consider the objectives, but also the available resources, the timeframe (it should be feasible, based on actual data) and the indicators that will be used to measure the results.
Do not neglect this last step, as without following the appropriate KPIs it is impossible to evaluate the effectiveness of the actions.
Of course, the ideal is to have appropriate remuneration and training policies for all levels of the company, but it is essential to identify groups that should be prioritized, precisely because they have a strategic function for the success of the operation.
Keep this in mind: as well as the brands relationship with its end consumers, there are segments of audiences within the company that will not only generate faster results, but will help in the implementation of the project.
It is impossible to raise the companys reputation as an employer without getting the commitment of the leaders. Managers in each area play a key role in this process, especially since they receive direct feedback from employees.
Experience Marketing is increasingly valued in corporate strategies, but many forget to evaluate what happens in the daily work of the teams.
Although for companies people play different roles, the truth is that your employee should be seen as a potential consumer of the brand. This implies that he or she should be the first to validate your initiatives .
Think about it, has your company considered in the development of its internal policies all the characteristics of todays consumer? Has it recognized that it is a more demanding public and requires more personalized approaches? Is it using technology to better address it?
In the internal environment, this is a priority issue: it is not enough to have good initiatives, we need to communicate them properly. It is not enough to do, it is necessary to show what has been done to ensure the proper impact for the strategy.
Dont forget that reputation is based on the perception of others. Employer branding depends on how the company is seen by employees and potential customers.
Is it possible to use Content Marketing to strengthen employer branding?
If you still have doubts about the need to use Content Marketing for internal audience strategies, consider this: how can the information shared by your employees affect the value of your brand?
Each company can and should establish rules for organizing brand exposure by internal staff, but it is very difficult to control 100% of the message flow.
The best strategy, then, is to monitor mentions about the company and, through proactive action, ensure that the exchange is used on behalf of the company.
If we need quality content to strengthen brand authority, why not take the opportunity to recognize professional excellence by encouraging them to produce these items?
And why not encourage teams to produce specific materials on initiatives that have been found appropriate to solve a particular operational problem?
Finally, what is not lacking are possibilities to ensure that professionals work for the reputation of the company. The main thing in these cases is to have a structured disclosure plan, aligned between the various areas of the company.
Be aware: employer branding initiatives can be HR driven, but the success of the strategy depends on the involvement of senior management, as well as alignment with marketing and communication.
It is from there that the company will achieve something that is priceless for employer branding, which is authentic communication, that is, messages that really reflect the values that are part of the daily operation.
In this sense, Content Marketing becomes an important ally, since it strengthens the relationship established with employees and helps in their educational process.
In daily life, in addition to developing specific materials for the internal audience, remember that the team must have priority, must have access to and validate everything that will be used in the companys communication.
The more employees are involved with internal processes, the better. And the more positive the companys image, the more likely it is to succeed with its employer branding strategy.
What about your company? Is it building a good reputation as an employer? Do you want more tips to effectively manage your brand image? Download our ebook on branding and its strategies.
Guide to Branding
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