employer branding

Attractive employers attract higher level candidates and find it easier to secure talent. It sounds very simple, but what is actually involved in the establishment of a strong employer brand?

A positive experience during the application procedure itself is essential to ensure a strong employer brand — from the job vacancy text and progress updates, to the interview or rejection stage and introduction to the new job itself. Good recruitment and communication tools contribute towards consolidating these aspects, thereby offering candidates a positive experience, but the right labour market communication alone is not enough. It enables you mainly to reach the people who are in theory already interested in your organisation. Other channels will also need to be explored, especially if specific talent requires some persuasion. In doing so, verify which aspects of working for your company stand out, and what the accompanying pitch is. What is the predominant company culture and how is this identified? How do you contribute to professional development? What are you proud of? These are all aspects that can be advertised aside from vacancy announcements and recruitment sites, such as through sponsorship and social media. Look for channels and partners that are right for conveying the ‘feeling’ experienced when working for your organisation. Encourage employees to share their experiences.

There is obviously no point in telling everyone how wonderful the employment practices are if it is not true. A strong employer brand is therefore inextricably linked to an HR strategy that promotes investment in good employment practices. Room for professional development, an inspiring work environment and the freedom to perform activities in accordance with one’s own judgement are still important mainstays in this respect.