Employer branding in practice: tips for a winning approach
The current labour market shortages aren’t making the search for new talent any easier. Employers are jumping through hoops to ‘entice’ employees in their direction and bring them on board. A strong employer brand is a powerful recruitment tool for this task.
Good employer branding is also essential for retaining current employees. A positive image and a solid personnel policy—including attractive remuneration and training opportunities—will ensure engaged, productive, and loyal employees.
As an employer, how do you make certain that new and existing employees want to (continue to) work for you?
What is employer branding?
Employer branding is used to create and project a positive company image for new and existing employees. It is paired with significant investment in effective and creative activities to maintain this image. Do it well and you’ll succeed in setting yourself apart from your direct competitors. In other words: an employer brand is the reputation you build up as a place to work and includes all the assets and facilities you have to offer.
Why is a good employer brand so critical?
Investments in employer branding pay for themselves many times over. A strong employer brand brings many advantages with it.
In the first place, it creates a competitive edge with applicants. With an attractive salary package, interesting career growth opportunities and an inviting corporate culture—including corporate social responsibility and flexibility around hybrid working—you will undoubtedly be top of mind with new talent coming onto the job market.
At the same time, you will also see an increase in the number of spontaneous applications to your company. Having an edge when it comes to proactively filling internal vacancies is more than welcome these days because it allows your company to be more agile than the competition.
Happy employees are the best ambassadors for your department or company. They will willingly share your strong points on social media or recommend you as an employer to friends and acquaintances.
5 practical tips
What is the best possible approach to developing your employer branding?
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Work on creative content marketing actions
You can highlight a story with impact using original and innovative content marketing actions.
For example, using a particular job vacancy website, you can offer candidates an attractive overview of vacancies, employee testimonials, videos, and other valuable content. Be sure to take a look at StepStone’s company profile!
Or what about having your own YouTube channel? Not just for broadcasting content, but also for showing employee testimonials, tips for applicants, and fun news about your department or company. Curious to see StepStone’s YouTube channel?
Employees often like to get involved in fun company and team events to strengthen ties between colleagues and/or departments. These kinds of events are also shared with the outside world.
Does your company’s workspace have ‘all-mod-cons’ while also offering the opportunity to combine office work with working from home? Don’t miss the chance to make the most of these features in your communication campaigns. It shows that you, as an employer, are ready for the new way of working.
