The importance of the employer branding
The concept of employer branding emerged at the end of the century as the concept of work evolved from stability —a job for life— to mobility —several jobs during a lifetime—, a new employment relationship that created the need for companies to retain human capital and attract talent.
The first in adopting the employer branding went American multinationals at the end of the 1990s of the last century, that they owed contemplate and to take care its image such as employers. Currently, 62% of companies consider employer branding a business priority, as stated in the 2020 Outlook study: The Future Of Employer Branding.
A concept that is no longer necessarily the realm of large corporations, but which increasing numbers of SMEs are becoming interested in.
Employer branding involves professionals who work in a company projecting it beyond the work environment itself, influencing how attractive the company appears to talent in the labour market. In other words, if employees speak well of their company, it will attract more potential candidates and, therefore, will be able to make a better selection of staff and train the best team possible, thus obtaining the best results.
Treating the human team well is the first step in projecting a positive image, incentives help to enhance this, and actions can also help clarify a company's value, but these must be based on facts, not only on appearance. But beyond isolated facts, it is very important to have a good employer branding strategy, because although this used to be a word of mouth concept, new technologies mean there are many more channels for disseminating opinions, especially social media networks, and what is said about the company in these places has repercussions on its image.
To help you manage employer branding well, here are some basic reference points:
- Have a clear company culture
- Know your talent and that of your competitors
- Differentiate yourself from the competition
- Communicate honestly and transparently
Making good use of employer branding will differentiate our company from the competition based on a value-added proposal.
Fuentes:
Infojobs, Emprendedores, Selectiva, Edenred