Employer branding: what you need to know

Introduction

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With the advent of digital technology, job hunting has become more accessible than ever, and candidates have access to a large number of offers. For businesses, this means that it is more difficult to stand out and find the rare pearls that will make a difference in their sector... 😓 This is where mastering the employer brand becomes crucial in a business strategy 🙌. But first of all, what is the employer brand? 

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Employer brand: Definition

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La employer brand is the image conveyed by a company, and which is perceived both by its internal employees and by external parties (potential candidates, partners,...). It aims to promote The image conveyed by a company to make it more attractive 😎. Si 72% of hiring managers affirm that the employer brand has a significant impact on hiring and business success, it's not surprising: branding not only allows retain employees, but also To attract candidates so that they apply for job offers or send spontaneous applications.

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What does the employer brand consist of?

La employer brand is strategic for companies that want to continue, whether in terms of recruitment or global reputation. Here are the 4 key points 💡 that make it up, and on which you can work to improve your employer brand:

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👀 The perceived image of your business from the outside: it is the image perceived by external parties such as future candidates, partners and service providers. So you need a quality website to highlight your employer brand and make candidates want to apply to you, or platforms that make it possible to feed the image perceived from outside: Google reviews, Glassdoor reviews, reviews on recruitment advertising platforms like Discurv ...

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👥 The perceived image of your company by your employees: While businesses have long focused on productivity, they have ended up neglecting their main asset: people. Take into account the expectations of your employees in terms of teleworking, salary or career prospects, in order to promote their engagement and productivity. Employers are the best ambassadors to promote your business, so you have to take care of them and listen to their expectations.

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❤️ The values of the company, its culture, its DNA: Strong values and important societal projects can strengthen your employer brand and facilitate recruitment. Corporate Social Responsibility (CSR) is increasingly appreciated by candidates and can influence their decisions: 51% of employees say they do not want to work for a company that does not have a strong environmental or social commitment.

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🔍 The recruitment process: It is an important criterion in the construction of The employer brand. According to a Hellowork study, 87% of candidates want to know the salary as soon as they read a job offer, but only 30% of recruiters systematically mention it in their offers. Transparent salary announcements, as well as quick responses to applications, are therefore essential.

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Measuring and improving your employer brand

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By regularly measuring and improving your employer brand, you create a positive and attractive image of your company as an employer of choice 😎. You can thus attract qualified talent by remaining active on your professional social networks, taking into account the expectations of your employees, or by offering quality content to your audience. KPIs such as your number of followers on social networks, the retention rate of your employees, and the statistics of your career site, are some of the key indicators for measuring and evaluating the effectiveness of your employer brand. 😉

To discover the other KPIs, see our dedicated article !

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Employer brand: conduct a study to improve your HR policy!

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If you want to improve your company's HR policy, you can carry out a Quantitative survey, either internally or by calling on the expertise of Discurv✨. The objective of this survey is to interview your employees or potential candidates on various topics in order to:

• 😎 Measuring the image or attractiveness of your business
• 🤔 Evaluate the impact of an HR communication campaign on the exposed target
• 🖌 Define the creative aspects of a future communication campaign (distribution channels, messages, visuals...) to maximize your chances of recruitment
• 👍 Measuring internal employee satisfaction and identifying reasons for dissatisfaction
• ... and more.

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In summary, make a study employer brand will allow you to guide your choices in terms of employer brand strategy.

For example, our team Of insight managers recently worked with the European technology leader Sopra Steria 📱. We assessed the perception and attractiveness of the company among engineering school students in order to improve their actions within them (via conferences, job dating, etc.). Find the details of this employer brand study 👉 hither !

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Conclusion

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Mastering the employer brand is essential to retain employees, strengthen company reputation, but also to stand out and attract the best talent 😎. By adopting a clear and appealing speech, you can differentiate yourself from your competitors and attract the most qualified candidates to your business.

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If you want to know more about how to strengthen your employer brand, contact us so that we can better understand your needs and offer you a tailor-made study solution, or consult our page FAQS for more information 😉.

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