The employer brand or employer branding are the hallmarks of the companies that attract candidates and what motivates them to want to work in that company and not in another. It is a fashionable concept in the field of human resources that is changing the way to attract talent and retain workers.
Employer branding tries to generate value in the company so that candidates reach it without having to go looking for them. One of the important issues in current selection processes is that it is no longer the specific experience or training that is most important to select a candidate, but their attitudes, values and skills. For this reason, it is also important that the applicant identifies with the values and business policy of the company, and this will come to know through employer branding.
How is the employer branding generated?
The employer brand is generated in the following ways:
- Improve positioning on the Internet and work on corporate social networks: Have an updated profile on the Internet, Linkedin or other social networks, promote the news published about the company, comment and share news from the sector, etc. In addition, have an updated corporate website where you can show the lines of business, business policies, why work there and how to send your CV.
- Work on corporate responsibility, benefits and work-life policies: Identify how our employees will be more comfortable and try to promote a good work environment. Many hours are spent at work, so being motivated and at ease is key to improving performance and productivity and for this to be reflected in the bottom line of the company.
In this sense, we are talking about reconciling work and personal life with the possibility of reducing working hours, fixed shifts, teleworking, flexible hours, etc. Likewise, there are social benefits such as medical insurance, restaurant tickets, nurseries, convivial days, sports tournaments and other activities that reinforce teamwork, solidarity and allow others to interact with colleagues in a more relaxed atmosphere.
- A personalized communication: All internal communications must be personalized in the name of each worker, as well as, within a selection process, send personalized emails to each candidate. Making them feel like an important part of the company and knowing their names makes them feel better.
- Transparency and trust: Keep workers informed of the progress of the business, if they meet objectives or not, if there are changes in any department or line of business, etc. Everything they can and should know. This not only reinforces their commitment to the company, but also makes them participate in having to all row towards the same side and knowing the objectives that, together, they must achieve. This can be achieved through newsletters with news, periodic performance evaluations and considering the suggestions that each and every one of the employees can make.
- The employees themselves are the best brand ambassadors: The fact that the workers themselves speak well of your company and recommend it is the objective of the employer brand and the most effective. Getting it is a success.
In many employment forums, employees are already beginning to be seen advising applicants about their future and showing them what their day-to-day life is like in the company.
In short, the employer brand or employer branding serves to attract talent, reinforce the commitment of employees to the company and improve the reputation as a company. Every year the list of "Best Place to Work " (best places to work) is issued and there are the top companies or those that their employees recognize as the best places to work.
- Also read: Marketing Environment Meaning and Concept