What is employer branding? 

Employer Branding is the positioning of your organization as an attractive employer, with the aim of retaining existing employees and attracting new talent.

Employer branding is often seen as no more than a recruitment campaign or a good 'working on' page. However, employer branding is much more than that. It is not only aimed at attracting new talent, but especially to creating an attractive working environment and maintaining your current employees. Ultimately, this results in a better image of your organization. It's all about the construction and a strong employer brand.

Earlier we shared 7 tips to get started with Internal Branding, with the aim of letting 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 be true with how things are going in your organization.

What does an employer branding strategy yield:

• It causes attraction for talents that match the DNA and the ambition of your company.
• It increases the motivation and involvement of existing employees.
• It provides ambassadors within your organization.
• It reduces the outflow of staff.

Getting started with an employer branding strategy
that sounds very good, but where do you have to start now?

1. The starting point of your employer branding strategy is your brand positioning , so your mission, vision, values ​​and brand promise. Where do you stand and do you go for?
2. Create an Employer Value Proposition (EVP). This is the promise that you make to current and future employees. This promise must be reflected on your website and, for example, in vacancy texts.
3. Make a clear profile of your ideal employee. Know what qualities, motives, interests and values ​​your ideal employee has. In this way you better estimate which channels and with which message you can reach these talents.
4. the Employee Journey . This is the journey to take your employees within your organization. Think of attracting, training, developing, recommending and farewell. Every phase of the Employee Journey is just as important, so that you bind employees, fascinate them and retains them for as long as possible.

Employer branding: a continuous process

Employer Branding is an ongoing process that you have to continue to work on. And needs extra attention with, for example, repositioning, a rebranding or a strategy change. 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 free advice.

*The above information is based on ING Research.