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Why is Employer Branding important?

This question has been gaining in importance recently, and this is because of the importance of understanding what Employer Branding is.  “Employer Branding” is the process of promoting a company to a desired target group. It’s a process which facilitates the company being able to attract, recruit and retain the ideal employees, the talent.

What is Employer Branding?

Employer Branding is nothing more than the brand of a company as an employer. In other words, the image that a company has not only with its customers but also with its own employees and, above all, the image perceived by its potential future employees.

What is the prerequisite to establish an employer brand?

It means establishing a good internal and external image which is attractive and fits with the needs and desires of the talent you want to attract. But what are the expectations that this new talent demands? What are the strategic objectives of the company? Once this information is gathered, then the company can begin to define the unique identity that it wants to transmit to employees through a value proposition (PVE) that consists of the benefits, both tangible and intangible, that a company offers current and future employees.

Labor flexibility and training possibilities are part of the value proposal that the company must develop in a clear, concise and forceful way in order to attract the top resources in the market.

What is included in the Employer Branding process?

  1. Analysis and advisory services: the company needs to understand what kind of value it offers, as defined in the PVE, to current and potential employees. Top management also needs to actively believe in and support the PVE. Therefore, using a data-driven approach is crucial when formulating your PVE. If the company does not know or is not sure of the value it offers to future talent, then Employer Branding cannot take place  or be promoted effectively.
  2. Activation: the activation phase requires integrated communication, a marketing plan which ensures that the company obtains the talent that the company wants and needs. While the role of the talent provider is to ensure the compatibility of the company with the candidate, marketing and communication help find the best talent for the company.
  3. Development and monitoring of KPIs: in order for the promotion of the brand to be effective in bringing in talent, constant tests and measurements are required, using different talent acquisition techniques, messages, channels, etc. It is important that a company establish key performance indicators (KPIs) and track  performance levels in order to make continuous improvements.

Employer Branding is just as important as taking care of your global brand.

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