What is Employer Branding?

Marque employeur ATS - Beehire - Logiciel de recrutement

A company’s reputation has a significant impact on recruitment. This reputation, which is nothing more than the image that candidates and employees have of a company, is called the employer brand. It is based on the company’s mission, values, culture and practices. This article introduces the concept of employer brand.

According to a LinkedIn study, 85% of active jobseekers consider the employer brand before applying for a job. A strong employer brand is a strategic tool that can contribute to your company’s success. It will also enable you to:

  • Attract top talent
  • Retain employees
  • Create a strong culture

 

According to A. Duroni, a human resources expert, the employer brand is developed on the basis of 3 dimensions

  • Employer identity: the company’s mission, values, culture, working environment, etc.
  • Employer image: the image that current and former employees have of the company.
  • Employer reputation: the opinion of people outside the company.

 

Employer brand is an essential element of a company’s HR strategy. It enables them to differentiate themselves from the competition and create a company that is attractive to candidates and employees alike.

Building a strong employer brand requires a strategic and integrated approach. It must be aligned with the company’s mission, values, and culture to address all 3 dimensions. Here are 3 aspects of employer branding that you need to develop.

 

Communication channels

Companies use a variety of communication channels to communicate with each other. These channels are also used to convey their image and therefore their employer brand.

  • The website: This is often the candidate’s first point of contact with the company. It needs to be clear, informative and attractive. An ATS such as Beehire offers you a dedicated careers page where you can highlight your employer brand on each of your vacancies.
  • Social networking: Increasingly used, social networking sites are an excellent way to communicate with candidates and employees, as well as clients and prospects. They allow you to share information, build relationships and generate buzz.
  • Candidate experience: This is one of the most important elements of employer branding. It needs to be positive and fluid, from the beginning to the end of the recruitment process. Our dedicated article gives you 10 tips to improve your candidate experience.

 

CSR

Companies’ CSR commitments are increasingly important to candidates. They are a sign of responsibility and strong values. According to a McKinsey study of 2022, the 4 most important commitments are

  • Diversity and inclusion: Candidates are increasingly sensitive to companies’ commitment to diversity and inclusion, and value companies that are open to different viewpoints and experiences.
  • The environment: Candidates are increasingly concerned about the environment. They are looking for companies that are committed to reducing their environmental impact.
  • Employee wellbeing: Candidates want to work for companies that care about the well-being of their employees. They are looking for companies that offer benefits and favorable working conditions.
  • Social commitment: Candidates look for companies that are committed to improving society as a whole. They look for companies that support social causes or are committed to giving back to the community.

 

The employee experience

Employees reflect the image of your company. That’s why it’s important to think about the employee experience. An employee who feels valued, respected, and happy to work for your company will become an ambassador.

 

Depending on trends and the evolution of the company, the employer brand is bound to change. That’s why it’s important to keep up with the times so that your employer brand doesn’t suffer. The importance of the candidate experience for companies and their employer brand is a key point to develop over the next 2 years.

Vous souhaitez améliorer votre expérience candidat tout en boostant votre marque employeur ?