Is your company struggling to recruit employees due to the skill shortage and high demand in the job market?
To address these challenges, your goal is to develop your employer brand and implement an acquisition strategy to attract and retain the best talent.
Our agency Habefast has a dedicated employer branding department. We help you implement a employer branding strategy that will allow you to directly reach the best candidates to communicate your company culture and ensure the stability of your teams.
Employer branding, definition
Employer branding, also known as employer brand, is a concept in HR marketing that aims to shape the company’s image as an employer, define what it represents for its employees, and highlight why the best talents should choose to work for it.
It is a key element of the recruitment strategy and employee retention, contributing to creating a positive company culture and enhancing the company’s reputation in the job market.
The importance of employer branding in the war for talent in the age of the Internet and social networks
The impact of the Internet and social networks on corporate employer branding
In a war for talent, where authenticity, transparency, and reality are sought after, companies can no longer hide certain information, as everything circulates quickly on social media. The advent of the internet and social media has given rise to a peripheral network that contributes to building a company’s image and identity as an employer.
Employees, candidates, clients, suppliers, acquaintances, collaborators, and even strangers can become actors influencing your company’s reputation thanks to this new dissemination channel that is the internet.
Today, the information disseminated on the internet is therefore a key factor in building a company’s employer brand. It is essential to be responsive and adaptable in order to control your e-reputation and particularly the candidate experience during your recruitment process.
The importance of a strong, positive employer brand in recruiting and retaining talent
In the job market, candidates’ objectives have changed: salary and benefits, previously priorities, have given way to the search for relational aspects (good relationships with colleagues, superiors, a place where they are proud to work) and a brand image that matches their values.
New talents are looking for a well-defined and authentic employer brand. Indeed, according to studies by CareerBuilder, “91% of candidates believe that the employer brand plays a crucial role in their decision to apply” and “33% of employees would categorically refuse a position at a company with a damaged employer brand”. Having good management of employer branding will also help you receive more applications, attract the best talents, and reduce recruitment costs.
Highlighting your corporate identity for a strong employer brand
To build a strong employer brand, it is essential to highlight your company’s identity in all its aspects. This includes its market vision, business missions, CSR, company culture, as well as its business sectors and services.
The importance of the company’s internal image cannot be underestimated, especially with the advent of social media. Indeed, in a connected world where information circulates quickly, what is communicated externally must be supported and backed by the internal image, as any disagreement or inconsistency can spread rapidly and cause significant reputation problems. Internal collaborators thus become ambassadors of your employer brand, helping to reinforce the credibility and authenticity of your company.
A strong internal image, aligned with your values and company culture, is therefore essential to foster employee engagement and attract talents who share your aspirations and vision.
It is important to remember that Job Boards and social media are attentive to this harmony and can impose severe sanctions in case of discordance. Therefore, by ensuring cohesion between your internal and external image, you establish a solid foundation for attracting and retaining the best talents, while strengthening your position in the job market.
Habefast, our communication agency, has a dedicated employer branding department where we implement strategies to highlight your company’s identity by ensuring that your internal image is aligned with internal and external communication to avoid any risk of negative reputation. For example, by organizing employee value proposition (EVP) workshops with employees and your HR marketing team, we ensure that your external image faithfully reflects your company, thus creating a coherent perception among the public and employees.
Developing your employer brand with our agency
Our Employer Branding department can help you design a strategy that highlights your company’s values, culture and organization. Our aim: to highlight your work environment and your teams, and make your company more attractive.
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Analysis of your HR e-reputation
- 360° audit of your e-reputation
- Quantitative analysis of your visibility
- Qualitative analysis of content and different channels (employees, former employees, candidates, competitors…)
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Digitalization support
- Implementation of web-based systems and HRIS 3.0.
- Optimization of your website
- Community management
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Reflection and implementation of a communication strategy
- Definition of HR objectives
- Study of your company’s positioning and image
- Creation and distribution of various types of content: videos (corporate film, testimonial videos, advertising spots, etc.), texts (HR sales pitches, annual report, CSR report, corporate brochure, welcome guide) and images (photos of teams, premises, your achievements, infographics with your key figures, etc.).
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Carrying out your recruitment campaigns
- Creation of the concept for your recruitment campaigns: slogan, visual identity, design of your job descriptions, company presentation video, etc.
- Set up a distribution plan adapted to your campaigns: job board, social networks, posters, etc.
- Reflection and establishment of innovative recruitment methods
Implementation of performance indicators
Internal communications for your employer brand
Ensuring that new talent feels at home in your company also requires effective internal communication. There are 3 types of internal communication to consider before implementing your strategy:
Top-down communication
To make known the fundamental values of the company, to reinforce each person in his role in the company, to make people adhere to a collective project of the company, to ensure the renewal of an employee who leaves the company and particularly to reassure on the sustainability of the company.
Upward communication
To perceive the social climate of the company, to propose suggestions for improvement, to make known its concerns and aspirations, to be aware of the market, the competition, to transmit its skills, its know-how.
Transversal communication
Make it easier to share experiences and encourage daily interaction between all employees in the various departments.
As a 360° communication agency, we help you achieve a common sense of commitment around your company’s various projects. This is based on effective communication within the company itself. Learn more by contacting our employer branding management experts.
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