Companies perceived as employee-friendly attract talent more effectively and can even reduce recruitment costs. Building a brand image that is attractive to candidates, however, requires a carefully developed employer branding campaign.
Despite the progressing automation – or perhaps because of it – finding employees is becoming increasingly difficult. This applies primarily to people with the right qualifications, who bring real value to companies. In many cases, specialists are not convinced only by high salaries. Development conditions, organizational culture and work atmosphere are also important.
To effectively reach desired candidates, however, it is not enough to create an attractive work environment. You also need to be able to tell about it. This is what employer branding does. It is a term coined in the 1990s to describe activities that build the image of an employee-friendly brand. It refers to both practices that improve employment conditions in a company and related communication activities.
Effectively conducted employer branding allows a brand not only to attract new talent, but also to ensure the loyalty of current employees. It also take telegram advertising service contributes to improving the company’s overall reputation – its perception by customers, business partners and institutions.
In large organizations, employer branding is one of the most important types of image activities. It was considered a “key priority” by 78% of 1.7 thousand respondents to a study conducted by Universum (2023) – a consulting company that identifies and classifies the most attractive employers in the world in annual reports. In turn, according to the findings of Beamery, a provider of an employee management platform, for 59% of companies, employer branding is one of the most important elements of the HR strategy.
For a conscious brand focused on long-term development, employer branding is a “must-have”. Its effectiveness depends on a carefully developed strategy and adherence to good practices. We explain what every brand planning an employer branding campaign should remember.
Take care of EVP
To convince employees to use your brand, you need to formulate a clear and specific proposition for them. In employer branding, this is referred to as the employer value proposition (EVP) – similar to the customer value proposition (CVP), which is the value offered to customers. This is the foundation on which the image of an employee-friendly employer is built. EVP communicates why it is worth being associated with a given company and what distinguishes it from the competition. A clear value proposition builds the credibility of the brand in the eyes of employees, which is why it should contain a coherent, convincing offer. A properly developed EVP not only attracts new talent, but also increases staff stability. According to Gartner’s research, companies that can develop a strong EVP can reduce employee turnover by almost 70 percent.
Adapt your message to your target group
The effectiveness of an employer branding campaign also depends on the appropriate targeting of the offer. A brand trying to reach valuable candidates must learn their needs, expectations and preferences. A good understanding of the target group allows for better adaptation of communication: speaking a language that is attractive to recipients, resonating with their values and sensitivity, as well as the appropriate selection of media and advertising formats. It also allows for the design of several communication variants for different groups of recipients (e.g. Z-series just entering the job market, specialists with long employment experience, people with technical competences, etc.).
Be authentic
Research (including Mindshare North America and Cohn & Wolfe) indicates that authenticity and honesty are playing an increasingly important role in marketing. This also applies to employer branding activities – especially when they are addressed to digital native generations, who quickly identify false promises and often also “care” about publicizing them. The consistency of the declaration with the actual state is crucial for the effectiveness of long-term image activities. It builds trust for the brand both in the public sphere and within the company. It also translates into employer branding results and employee retention. Candidates want to work for companies that are honest about the benefits they offer and the values they profess.
Ensure consistency of communication
Actions aimed at improving employment conditions and benefits offered to employees should be framed within a framework of coherent communication. Recipients must be clear about what they can expect from the company and what its intentions are. Image consistency and coherent message across all channels increase the company’s credibility and candidates’ trust. It also makes the brand’s personality perceived as more expressive and easier to remember.
Employer branding consistency applies not only to external campaigns. Communication addressed to candidates should be consistent with internal activities and the message directed to current employees. Thanks to this, people who come to the company will have a sense of “fulfilled promise”. It is worth remembering that satisfied employees become brand ambassadors, building its image in their environment, social media and other channels.
The quality of communication is particularly important in online activities. Materials published online spread quickly and are often subject to top shoe colors for spring strict assessment by recipients. Therefore, employer branding on the Internet should be carefully considered in terms of compliance with the overall brand strategy and other forms of communication. Authentic, valuable and attractively presented content can reach a very wide audience and even go viral (like the “The Candidate” campaign implemented by Heineken), positively and long-term influencing the employer’s image.
Think long term
Employer branding is not limited to one or even several campaigns. It is a long-term development strategy focused on building a friendly work environment and related communication activities. It requires a flexible approach and continuous optimization of processes based on analysis and evaluation of effects. Adjustments should also take into account changing market trends and evolving employee requirements. It is worth seeking their opinion, listening to their needs, and even asking for suggestions or constructive criticism. Good communication with current employees will not only improve relations within the company, but will also facilitate the acquisition of new talents.
Effective employer branding – what benefits does it provide?
Efficiently implemented employer branding activities bring many benefits – also those that go beyond the purely HR area. Here are the key advantages of professionally conducted employer branding.
Attracting talent
A company that takes care of a clear image of an attractive employer has a chance to attract the most talented candidates. The ability to attract talented employees and ensure their loyalty is one of the most effective recipes for business development and increased turnover.
Reducing recruitment costs
A favorable employer image attracts qualified candidates and helps reduce recruitment costs, including additional promotion or headhunting. Employer branding supported by specific actions also reduces employee turnover because it prevents them from looking for better alternatives.
Greater employee engagement
Employees who feel connected to their employer’s brand are more motivated and engaged in their duties, which obviously translates into higher productivity.
Building organizational culture more efficiently
Motivated employees who are eager to develop themselves make it easier to build an organizational culture. This in turn translates into better betting data cooperation, greater innovation, and higher business effectiveness for the entire company.
Better negotiating position
Companies with strong employer branding have a better negotiating position when establishing the terms of cooperation with new employees. Candidates are more willing to accept a job offer from a company with a good reputation, even at the cost of slightly lower salary.
Brand image strengthened by employees
The image of a reliable, friendly employer is a component of the overall brand image. Satisfied employees become “promoters” of the brand in their environment and online, contributing to strengthening its reputation.
Do you need effective employer branding?
Employer branding is not a quick image campaign, but a series of organizational and communication activities based on a long-term strategy. It is worth approaching the challenge with due diligence and in accordance with the “rules of art”. Only a professionally developed campaign can bring long-term benefits to the brand: reputational, recruitment and business.
If you need support in image activities or are looking for a company that will help you implement an employer branding project from A to Z, contact us!