Have you heard about Employer Branding? Do you struggle to differentiate it from Corporate Branding? Have you asked yourself why the hell do I need to build and communicate my Employer brand? We are here to help you. As one of the top 5 best agencies to work for in EMEA, we know how to make your employer brand shine and bright.
The Employer Brand
Similarly, to a corporate brand, the employer brand is meant to convey a message, the message of what a company has to offer. The difference is that the employer brand is talking to the current and all the potential employees, while the corporate brand is the image presented to customers.
The employer brand is a set of values, beliefs, and expressions that illustrate the employees’ experience and shape the way the team works together. It embodies what the company stands for as an employer and showcases why this is important for the current team, for any potential employees, and for the customers.
Employer Value Proposition (EVP)
After you’ve researched, identified your business values, and understood your current perceptions, it’s time to craft an Employer Value Proposition.
Each Employer Branding strategy starts with defining the EVP – the unique set of benefits that an employee receives in return for the skills, capabilities, and experience they bring to a company. By defining it, every company can find the sweet spot where the talent’s requirements and the company’s expectations meet.
Why Does the Employer Brand Matter?
When starting to build an Employer Branding strategy, companies need to answer the question WHY do we need this? The answer is simple: for the people. For the highly qualified people you want to attract and for the dedicated employees you want to retain in your company.
We all know that people are the most important asset of any company.
To inspire, to empower, and to motivate your talent is crucial in order to deliver great business results. Undoubtedly Employer Branding can benefit immensely your company and here are the statistics to back this up.
By effectively activating EVP internally companies can increase:
- employee referrals by 47%;
- productivity by 20-25%;
- employee retention by 29%.
At United Partners we love building Employer Branding strategies. For us, this is a process filled with curiosity, thoroughness, and discussions. It takes between 4 to 6 weeks and includes data analysis, brainstorming, tactic building, etc.
Once ready, the Employer Branding strategy is first revealed and communicated internally, within the company. The aim is to cultivate employee advocacy and improve retention rates. That way the employees validate it and start living by it. That helps to easily identify the Brand Ambassadors. These are the people that will promote your company (their workplace) to their personal audiences and convey a high level of authenticity and credibility which, you as a company, can’t reach.
Having meaningful messages and tactics for the external communication comes next. Attracting new talent requires not only well-prepared HR professionals, but also fascinating marketing campaigns, media relations, and social media planning combined with great employer branding. We need all these to speak the right language to the audience and attract talented people whose views reflect your company’s culture.
If you would like to learn more about how we can work together to build your employer brand and unfold your full potential as an employer don’t hesitate to contact us here!