What is employer branding?
Employer branding is positioning your organization as an attractive employer, with the aim of retaining existing employees and attracting new talent.
Employer branding is often seen as nothing more than a recruitment campaign or a good 'Working at' page. However, employer branding is much more than that. It is not only aimed at attracting new talent, but mainly about creating an attractive working environment and retaining your current employees. Ultimately, this results in a better image of your organization. It's all about building a strong employer brand.
We previously shared 7 tips for getting started with internal branding, with the aim of making your brand live internally. Your internal colleagues play a crucial role in your employer branding strategy. Because what you show to the outside world must correspond with how things are going in your organization.
What does an employer brand strategy deliver:
- Ensures attraction for talents that match the DNA and ambition of your company.
- Increases the motivation and involvement of existing employees.
- Provides ambassadors within your organization.
- Reduces the outflow of personnel
Getting started wuth an employer branding strategy
That all sounds very good, but where do you start?
- The starting point is your brand positioning, i.e. your mission, vision, values and brand promise.
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They form the basis for a strong Employer Value Proposition (EVP). This is the promise you make to current and future employees. You should reflect this promise on your website and, for example, in vacancy texts.
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In addition, a clear profile of your ideal employee is necessary. This way you can better estimate through which channels and with what message you can reach these talents.afscheid.
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And don't forget to map the employee journey. This is the journey your employees take within your organization. Think of attracting, onboarding, developing, recommending and saying goodbye. Each phase is equally important, so that you engage employees, fascinate them and retain them for as long as possible.
Employer branding: a continous process
Employer Branding is an ongoing process that you must continue to work on. And needs extra attention in case of a repositioning, a rebranding or a change in strategy of the company. It is an investment in the future of your organization as an attractive employer.
Vandeez offers various services to help your organization with employer branding. From strategic insights, creative concepts or, for example, a communication or campaign plan. Contact us for a free advice. .
*Above data is based on ING Research.
Wendy Groenewegen
