Employer branding, the process of shaping a company’s image as an attractive place to work, plays a significant role in today’s competitive labour market and is a key employee management strategy for any modern organisation. It encompasses the set of values, beliefs and experiences that an organisation offers to its employees and potential candidates, defining how it is perceived and the promises it makes. Nowadays, when reputation and organisational culture are nearly as important as salary, the development of employer branding is not just a trend, but a necessity.
Key elements of employer branding strategy
With a well-executed employer branding strategy, companies can not only attract new talents but also retain the best employees, directly contributing to the success and growth. What constitutes an employer branding strategy?
- Organisational Culture – a collection of values, beliefs, norms, customs and practices that define how the company operates on a daily basis. It has a huge impact on employee engagement and satisfaction.
- Reputation – comprised of industry opinions about the company and its corporate social responsibility efforts.
- EVP (Employee Value Proposition) – a unique set of values that the organisation offers to its employees in exchange for their skills, experience and loyalty. EVP includes financial aspects (salary, benefits), emotional factors (work culture, atmosphere) and development opportunities (career advancement, training).
At first glance, organisational culture and EVP may seem like similar definitions under different names. However, on closer inspection, organisational culture represents a broad context, while EVP reflects its core objectives and principles. A company’s organisational culture distinguishes it and what should distinguish an employer is the EVP.
Examples of employer branding activities
Employer branding strategies include a variety of actions that not only attract candidates but also build a positive organisational culture and support employee development. What are some examples of activities?
- Conducting sincere and authentic recruitment campaigns that showcase the company culture and offerings to employees and candidates. This helps potential employees better understand what the company offers and whether it is right for them.
- Investing in employee professional development through training, mentoring and advancement opportunities ensures continuous skill improvement and increases employee value to the company, thereby increasing job satisfaction.
- Transparency with employees and candidates is a crucial element of a good employer branding strategy – regular updates on the company’s strategy, successes and values boost morale and foster loyalty among employees.
- Programmes that support health and work-life balance contribute to productivity and employee loyalty to the company.
Applying these strategies can significantly help in building a strong employer brand, which benefits both the company and its employees in the long run. Creating a positive work environment that supports employee development and well-being not only increases their satisfaction and engagement but also positively impacts the company’s success and reputation in the market.
What benefits can employer branding bring?
Employer branding is a kind of investment that brings many long-term benefits. A well-planned and executed employer branding strategy makes the company more attractive to both employees and potential candidates.
Attracting top talents
A strong employer brand creates positive associations, thereby attracting the best talents seeking not only good salary but also valuable professional experiences and growth opportunities. Moreover, candidates are increasingly paying attention to the company’s reputation on social media, employee reviews and the values the organisation stands for.
Greater employee engagement and lower turnover
Keeping engaged and satisfied employees is as important as attracting them. A proper employer branding strategy influences the internal atmosphere of the company, leading to more engaged, loyal and satisfied employees, which translates into their productivity and willingness to engage in long-term cooperation. Satisfied employees are less likely to leave – this leads to lower turnover and reduced costs associated with recruiting and onboarding new employees.
Better communication and reputation
A strong employer brand supports internal and external communication within the company. In internal communication, transparency, regular feedback and clear organisational goals positively influence building trust among employees. Employees are also more inclined to teamwork when they identify with the company’s values, and mission and the company itself may be more resilient to internal crises.
Externally, consistent and attractive image communication attracts customers, business partners and investors, which can lead to an increase in the company’s market value.
Market differentiation
One of the factors that distinguishes a company in the job market is employer branding. Organisations with a strong employer brand are perceived by candidates as more attractive, which can be a decisive factor when choosing a job offer.
Summary
Employer branding is not just a trend but a strategic element of managing a modern company. Investing in employer branding is an investment in the future of the company, translating into its long-term development and success. Attracting and retaining the best talents, increasing employee motivation and engagement and a positive reputation in the market are just some of the benefits of building a strong employer brand. Promoting values such as collaboration, innovation, responsibility or respect helps build a positive work atmosphere, and a healthy organisational culture contributes to better relations between employees, affecting their satisfaction and effectiveness.
