The employer brand is a competitive advantage

The employer brand is a competitive advantage

Promoting the company to attract new employees is very important. As the staff crisis is becoming more acute in Romania, communicating a company’s value helps strengthen employee attractiveness, retention, productivity and satisfaction.

The approach that targets these goals and achieves them through storytelling, visual elements, employee benefits, healthy organizational culture, and much more is called an employer brand.

The employer brand is not an easy target. It requires money, time and a strategic approach. It really does not make sense for a company to invest in the employer brand if it only allocates money and wants immediate results. That’s why a strategic approach to the employer brand is very important. Made strictly operational, building an employer brand can discourage potential employees from applying for available positions in the company.

But in order to have a strategic approach to building the employer brand, a company is good to act on the following levels:

  • Employee Listening – Through interactions in focus groups, measuring employees’ involvement, advocacy programs, exit interviews, companies can collect information about employee experience. These data then allow effective organization promotion to attract new talent into areas of expertise where the organization is perceived positively by employees. Negative feedback gives companies the opportunity to change, and constructive suggestions on the possibilities for improvement need to be encouraged.
  • Branding – Successful organizations demonstrate strong values and robust human resources strategies based on which they strategically build their employer brand. These strategies are based on the segmentation and definition of the target audience, the profiling of employment parameters around the values of attraction, retention and involvement of the company, followed by the diagnosis of how the brand represents the organization to the stakeholders.
  • Message distribution – Employer brand messages are distributed through intranet use, social media platforms, job vacancies, and employee support to communicate with stakeholders. Involving all employees by sharing success stories and testimonials, as well as their ability to become ambassadors of the company, makes a very important contribution to strengthening the employer brand. Equally important is the consistent alignment of the employer brand to the corporate brand of the entire company.
  • Measuring progress – Designing relevant indicators to evaluate and track the success of employer branding, from the quality of the engagement process, (re) knowledge of the brand, employee satisfaction, employees’ recommendations to the cost of hiring, the time needed for a job, the cost of not occupying the position , the number of candidates, the number of candidates, the satisfaction of the managers of the results of the new colleagues.

As the economic environment changes, employers’ priorities adjust. Our parents spent all their professional lives at a single employer. Today, the average length of an employee spends in a company is 3-4 years and decreases more and more. Business dynamics and demographic challenges make building the employer brand a necessity to find employees with more and more specialized skills and their retention. Building an employer brand is not a choice, it is a competitive advantage that you lose or earn as an organization, depending on how you set your goals.

Foto: Pixabay

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