understand the concept and how it impacts your employees! – WAU
Employer branding involves using a set of actions among your company’s employees to promote greater well-being, engagement and retention. Understand!
In order to have consumers engaged around our brands, we first need to ensure the involvement of employees with the company’s value propositions. After all, they are the ones on the front line, materializing our differentials for customers, correct?
However, as with end customers, it is not easy to obtain advocates internally.
And this is increasingly important, especially for those who decided to invest in the company’s employer branding.
In a free translation, we can say that it is about your reputation as an employer. The concept is usually associated with the success of companies in selecting and recruiting talent, but the ideal is to think about it also in the case of retention.
It is common, when we analyze how the company can improve its image before employees, to think about the appropriate remuneration policies. It is obvious that this is an important factor, but those who work with people management know that this is not enough.
Do you want to better understand this employer branding story and learn how to take advantage of this strategy to increase your company’s results? So you are in the right place, because this is the topic of today’s article.
What is employer branding?
In a simplified way, it is appropriate to consider employer branding as a strategy aimed at building and maintaining the company’s positive image. The difference is that the target is not the end customers, but the contributors.
It is obvious that the initiatives cannot be dissociated, not least because the fact that the company is recognized as a good employer interferes favorably in the perception that end customers have about the brand.
In the next topics we’ll explain which initiatives are important for employer branding, but the main thing is think about how it is possible to raise the level of employee satisfaction.
There is no doubt about the importance of having an HR area that has this more strategic view of its activities, but a successful project in this area needs the involvement of all sectors of the company.
Keep in mind, too, that the results will not appear overnight. Employer branding is a long-term project. And, for the implementation to be successful, it is necessary to define – and understand – the values that support that business.
How important is employer branding?
In an environment in which companies are increasingly dependent on intangible values to differentiate themselves from the competition, having people who help to spread their qualities can make a big difference in the results.
In addition to its importance in building and maintaining defenders for the company, employer branding also ends up having a positive impact on the company’s productivity levels.
It is not difficult to imagine why this happens: if we are more satisfied with our work and we are proud of that company, we try to redouble our efforts and we want to live up to the employer’s expectations.
Another aspect that must be considered is competition. If we work in a company that stands out as a good place to work, we are aware that our position is more disputed, therefore, it is not guaranteed.
In financial terms, the main contribution of a high employer branding is in relation to cost reduction in the selection and hiring processes.
With a good reputation, attracting more qualified people is facilitated, reducing the time and volume of resources usually required in this type of process.
When considering the value of strategies in this area, it is also important to consider the positive effects on the relationship with suppliers.
The better the company’s image, the easier it is to establish good negotiations, since suppliers understand that they can add value to their operation when they associate with companies that have a good reputation.
What are the best employer branding strategies?
Understood the importance of making the company is among the most desired to work, let’s see the aspects that help to build this type of reputation.
First of all, remember that, as with branding, what works in this area is a set of initiatives, not isolated actions. Thus, the first step is to define (or identify more objectively) the values that support the business.
An employer branding project needs to be built on the company’s strategic pillars, that is, it must be guided by its corporate culture.
An important recommendation, in this case, is to ensure that the brand establishes mission, vision and values that work for the differentiation of your business.
It seems obvious, but not all companies pay due attention to these premises, reproducing concepts that are not aligned with their mode of operation, nor are they consistent with the objectives set for the organization.
Having resolved this more formal issue, carefully review the initiatives that positively impact employer branding:
As we said, an employer branding project takes time to be consolidated. Therefore, the best strategy is to plan, documenting what can be done in the short, medium and long term.
The definition of initiatives must consider the objectives, but also the resources available, the timetable (it must be feasible, based on real data) and the indicators that will be used in the measurement of results. Do not neglect this last step, since without monitoring the appropriate KPIs it is impossible to assess the effectiveness of the actions.
It is obvious that the ideal is to have appropriate remuneration and training policies for all levels of the company, but it is essential to define groups that need to be prioritized, precisely because they have a strategic role for the success of the operation.
Stay tuned: just as it happens in the relationship of the brand with its end consumers, there are segments of audiences within the company that will not only generate faster results, but will help in the implementation of the project.
It is impossible to raise the company’s reputation as an employer without obtaining leadership engagement. The managers of each area have a fundamental role in this process, because they are the ones who obtain direct feedback from employees.
Experience marketing is something that is increasingly valued in companies ‘strategies, but many forget to evaluate what happens in the teams’ daily work.
Although people represent different functions for companies, the truth is that their employees must be seen as a potential consumer of the brand. This implies that it must be the first to validate its initiatives.
Think about it: does your company today consider all the characteristics of today’s consumer when developing its internal policies? Do you recognize that it is a more demanding audience and that it demands more personalized approaches? Have you used technology to approach it in the best way?
In the internal environment, this is a priority issue: having good initiatives is not enough, it is necessary to communicate them properly. It is not enough to do it, it is necessary to show what has been done, to ensure adequate repercussions for the strategy.
Do not forget that reputation is built from the perception of the other. Employer branding depends on the way the company is viewed by employees and potential candidates and not on the way it sees itself!
Is it possible to use Content Marketing to strengthen employer branding?
If you still have doubts about the need to use Content Marketing in strategies for the internal audience, reflect on this: to what extent can the value of your brand be impacted by the information that is shared by your employees?
Each company can – and should – establish rules to organize brand exposure by the internal team, but it is very difficult to control 100% of the message flow.
The best strategy, then, is to monitor quotes about the company and, through proactive action, ensure that sharing is used in favor of the company.
If we need quality content to strengthen the brand’s authority, why not take the opportunity to recognize the excellence of professionals, encouraging them to produce these articles?
And why not encourage teams to produce specific materials on initiatives that have proved to be appropriate to solve a particular problem in the operation?
Anyway, there are many possibilities to ensure that professionals work for the reputation of the company. The main thing, in these cases, is to have a structured disclosure plan, aligned between the different areas of the company.
Stay tuned: employer branding initiatives can be led by the HR area, but the success of the strategy depends on the involvement of top management and also on alignment with marketing and communication.
It is from there that the company will achieve something that has an inestimable value for employer branding, which is authentic communication, that is, messages that really reflect the values that are part of the daily operation.
In this sense, Content Marketing becomes an important ally, as it strengthens the relationship established with employees and helps in their education process.
On a daily basis, in addition to developing specific materials for the internal public, remember that the team should be prioritized. It needs to have access and validate everything that will be used in the company’s communication.
The more involved the employee is with the internal processes, the better. And the more positive his image of the company is, the greater the chances that the company will succeed with its employer branding strategy.
And your company? Is she building a good reputation as an employer? Want more tips on how to improve the indoor environment? Download our e-book on Marketing and Human Resources.