Employer Brand: A Concept for Attracting Talent
In a context of heightened competition following the burst of the Internet bubble in the early 2000s, this concept quickly became a flagship concern for HR Directors and Sourcing and Recruitment Managers in companies.
The employer brand corresponds to brand management techniques (Marketing) applied to the company’s human resources management.
It is the combination of four dimensions of your company: attractiveness, reputation, employee engagement, and differentiation.
A “good” Employer Brand reconciles “perceived image,” “desired image” and “experienced image.” It is a living representation, far removed from a static concept disconnected from company strategy, since the Employer Brand enables:
– attracting the best talent aligned with your company,
– retaining them by strengthening their engagement,
– optimizing your company’s corporate image, says Sandrine POPOVITCH, an employer brand expert.
It enables HR Directors and recruitment managers to attract talent much more easily.
While the approach is appealing, it is not always easy! Indeed, examining your employer brand means first accepting to understand who your company truly is, beyond preconceptions or appearances, (re)defining your values collectively (and then embodying them by translating them into management practices!), basing your internal and external communication on transparency and authenticity, and turning your employees into your best ambassadors!
This work is often entrusted to Human Resources Departments, which are not always comfortable with this topic. HR consultants who are employer brand experts sometimes work with these companies to support them for the duration of a specific assignment.
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