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The Employer Brand, a Pillar of Talent Recruitment and Retention

The Employer Brand, a Pillar of Talent Recruitment and Retention

Employers/talents: a balance of power that is reversed and a generation Z to seduce

If there was a time when there were fewer positions than job seekers, the balance of power has largely reversed in certain jobs in tension, where recruiting becomes a real challenge for companies.

Whether in the construction trades or the tech sector, qualified candidates are few and today have such a choice in certain trades that some companies are slowed down in their growth and sometimes have to refuse contracts for lack of resources. sufficient human resources (see the employment center survey:

In addition, mentalities have changed profoundly in recent years, and we do not recruit or retain a young graduate from generation Z as we could do with generation X. X was looking for the stability of a permanent contract, “Gen Z” dreams of freedom, personal fulfillment, freelance activity, meaning and… entrepreneurship:

Companies and recruiters must adapt to this new world and fundamentally change the way they attract, recruit, and manage their teams. At the heart of these challenges: the employer brand consultant!

Why employer branding is becoming a key part of long-term recruitment and HR strategy

To stand out with candidates as they do with their prospects, companies today must apply classic marketing techniques… to HR, to promote their company to their future employees.

And it is a profound change that must take place at the same time:

  • On the fund: with the implementation of an attractive HR strategy, where the values ​​displayed are embodied daily in practices, and where the quality of life at work is a reality that materializes through concrete actions and is not limited to “advertising” display
  • And on the form: with the implementation of a real web marketing plan to reach digital natives on their own preferred channels.

Hence the importance of an attractive and dynamic, but authentic image!

Of course, working on your employer brand from a brand strategist and implementing it daily mobilizes resources, but in the end, the time spent setting it up is a capitalization on the future that will allow recruiters to save recruitment time (up to -50% on the cost of hiring), reduce turnover (-28%), and promote the commitment of its teams. In the end, it’s all good!

The key steps to a successful employer brand

Step 1: diagnosis

The diagnostic phase must study:

The values ​​of the company: not only those of the management but also and above all those perceived by the employees

  • Working conditions and QVT actions (Quality of Life at Work)
  • Competitive employer advantages (adapted to its targets)
  • Reputation: what do employees say?
  • The digital identity of the company and its reputation: 95% of candidates find information on the web about their future company before even applying for a job offer? If your company has a bad e-reputation, the applicable rate will be very low (10%),

Step 2: Strategy

The employer brand strategy must start from the HR pain points and clarify the targeted objectives:

  • Increase the reputation of the company as an employer?
  • Improve reputation?
  • Increase the volume of qualified applications?
  • Facing a skills gap?
  • Reduce turnover?
  • Develop a sense of belonging?
  • Increase attractiveness and loyalty?

Step 3: formalization of the employer promise

By crossing the strengths and weaknesses identified in the diagnosis, and the objectives targeted by the strategy, an action plan must be defined.

The objective: to build an “employer promise”, which is to HR what the value proposition is to marketing and sales. The promise must indeed be both:

  • Attractive
  • Differentiating
  • Real and believable
  • Shared

The employer brand is the result of a shared vision between leaders, managers, and employees, to develop a common discourse, likely to transform its employees into true ambassadors of the company.

Step 4: employer communication

Once the employer promise has been defined and formalized, all that remains is to promote it, via digital tools.

  • Career space on its website
  • Job boards
  • Hurry
  • Social networks
  • serious games

Step 5: management of the employer brand

  • recruitment: cost per hire, time to hire, number of vacant days, etc.
  • social climate: number of grievances, absenteeism and resignation rates, satisfaction surveys, etc.
  • communication and commitment: number of employee ambassadors on social networks, number of posts on social networks, number of visitors to the career space, etc.

Digital at the service of the employer brand: inbound recruiting

Inbound recruiting is based on the same techniques as sales marketing and analyzes recruitment in the light of the conversion funnel. The objective: to produce attractive content to bring strangers to your career space and convert them into candidates who apply!

As in sales marketing (inbound marketing), the inbound recruiting methodology is based on all the digital tools made available to HR marketing:

1- Content Marketing

2- Social networks adapted to the HR target

  • Analysis of sources (where the best CVs come from): selection of the right specialized or generalist job boards

3- Ambassadors Program

4- Test & Learn: data analyzes and adjustments because of the impact

*A career page on its website with:

  • An attractive presentation of your company
  • Your values ​​in video
  • Key figures that prove the veracity of the employer promise
  • Employee testimonials
  • The position(s) to be filled

*Engaging posts on social networks based on what works: the key figure wow effect, behind the scenes, the selfie in a professional context, the crush/rant, the employee portrait, the professional humor on his expertise, the survey…

*Use the AIDA technique to creative storytelling your posts: Attention (capture attention first with a striking title), Interest (arouse it with key figures, facts, etc.), Desire (give it birth by playing on emotions), Action (a call to action: e.g., on a recruitment post: tag someone from your network corresponding to the profile in the comments)

*Practice onboarding-email automation: as in web marketing, you can program and automate a series of emails to welcome new recruits (e.g., welcome email, then new employee guide, then satisfaction survey, then integration, etc.)

Big Fish Marketing at the service of the employer brand of companies

To support companies in their employer brand strategy. Big Fish Marketing launched a collective HR support action last September with the firm. This action combines 2.5 days of collective support and 1.5 days of individual support. Was 50% funded by Robin Fisher Roffer and enabled many companies to benefit from personalized support for the deployment of their strategy and their employer brand.