How can you better communicate your employer brand?

A company's reputation is built on the quality of the goods, services and products it offers. But this is not always enough to attract prospects, or make it attractive to partners and candidates. Customers and employees alike like to know who they are working for and with. Communicating on employer branding is extremely important for maximizing a company's attractiveness and performance.

What is employer branding?

Employer brand is defined as the global image projected by a company to its employees, potential candidates and, more broadly, to its partners. It thus touches on the organization's identity and reputation, and the exposure of its values, organization and culture, both internally and externally. Sometimes handled by a company's HR department ( service ), employer branding aims to encourage recruitment. More broadly, it helps to optimize the working environment for current and future employees. Its main objectives are to

• Promote yourself to new talent;
• Building team loyalty by maximizing well-being at work.

Through various strategies marketing, employer branding communication aims to promote a positive self-image in line with current trends, with a view to remaining attractive and building strong, growth-generating teams.

Not to be confused with simple branding, employer branding aims to make people want to be part of the company, and take pride in its values. It is of course aimed at potential candidates looking for an attractive working environment, but also at prospects and customers who inject meaning into their acts of consumption. Good employer brand communication also attracts new partners and suppliers who are convinced by the company's reputation, as well as attracting media attention. 

Why implement this strategy?

Once an employer brand has been defined, put in place and properly deployed internally, communicating about it to promote it wisely is an essential strategy for the company's long-term survival and growth.

In general terms, employer branding communication makes it possible to :

• Enhance your brand image;
• Boost your appeal;
• Develop your employees' engagement;
• Reduce recruitment costs.

Employer branding communication focuses on potential candidates, whose expectations and objectives differ from those of your customers. You need to convince talent looking for a new position to join your company. A Robert Half survey published in 2023 lists candidates' aspirations, and the factors that make a job offer attractive. While salary remains a priority, other elements are also taken into consideration. Candidates cite other criteria after remuneration: 

• A better work-life balance;
• Location;
• Greater flexibility (telecommuting, hybrid work, flexible working hours);
• The benefits offered by the company (supplementary healthcare, wellness services such as an in-house crèche);
• The quality of the missions offered, which must be stimulating;
• The company's values, and how they are applied on a daily basis;
• Career prospects within the company ;
• A good contact with the future manager during job interviews;
• A corporate culture in tune with aspirations ;
• Looking for a new professional challenge;
• The company's good reputation on social networks;
• A recommendation from an employee who works for the company.

To remain competitive over the long term and communicate effectively on its employer brand, a company must take into account the constantly changing expectations of its employees and partners. Your employer branding communication strategy must highlight these concerns, and showcase the responses and solutions provided by your organization. Quality of life at work is becoming essential, and the implementation of innovative solutions at service underlines your ability to bring new challenges to your teams. You can promote a healthy working environment, conducive to personal fulfillment and respectful of regulations, and thus naturally build a positive image. 

Work on employer branding also has benefits for your brand image, your competitiveness and your reputation:

• Attracting a greater number of candidates allows you to select the best profiles, and focus on talents whose technical skills and soft skills meet your requirements;
• Employees who want to join you are highly motivated, more inclined to adhere to your corporate culture, and more committed to bringing service quality to your customers;
• Your employees become your best ambassadors, not only to potential candidates, but also to prospects and customers.

Since the Covid-19 crisis, remote working has become the norm in many sectors. Striking a balance between telecommuting and presence within the company represents a real challenge for some organizations. When employees return to work, their expectations have changed, as the health crisis has put the focus back on professional well-being. In this sense, employer branding is now a fast-growing communications lever for highlighting the new vision of working conditions. Although it already existed, this strategy has now become essential, and represents an enormous guarantee of quality for the company.

How do you communicate your employer brand?

Employer branding communications are aimed at employees as well as external partners and customers. To maximize its benefits, it must be deployed both internally and externally. To achieve this, there are a number of interesting solutions to implement, of which the following are just a few examples.

A global approach to corporate communications

The first step in communicating your employer brand internally is, of course, to set up an internal corporate communications system. Human resources can draw on the skills of service communication and marketing to communicate effectively on current projects and news, to share employees' experiences or to advise on the direction to take.

Internal communication tools facilitate exchanges and feedback, and thus play a part in strengthening your employer brand.

Highlighting employee portraits is as meaningful for potential candidates as it is for prospects and customers. Your company is no longer an impersonal organization, it's supported by men and women with names, lives, aspirations, passions and values that make it easy to identify with and reassure.

The internal communications software offered by Cenareo provides a relevant and reliable solution for setting up this kind of communication. Acting as a multi-channel means of communication, this intuitive tool adapts to all types of screens, remaining accessible at all times on PC, smartphone or tablet.

Using social networks and web tools

Social networks have become ubiquitous in our daily lives. In recent years, their function has expanded to include professional and advertising activities. 

Certain social networks, such as LinkedIn, are particularly well-suited to employer branding. You can address potential candidates directly. Do you operate in a BtoC sector? Your target is not on LinkedIn! Do you work in the BtoB sector? Highlighting the quality of your employees and the working conditions they offer will enhance your expertise : your added value is based (in large part) on your teams, and letting people know about it could win you new contracts!

But mainstream social networks like Facebook, Twitter, Instagram or TikTok also enable you to promote your brand DNA, and share it with as many people as possible (prospects, customers, but also candidates, suppliers, partners, etc.).

A dynamic, attractive business page on several social networks ensures effective, easily distributed external communication to promote your brand, your products or services, your values and your corporate culture. Universally used, these networks enable you to reach a wide audience and communicate in real time, in a modern language and at the cutting edge of current trends. Video can be an excellent vehicle for communication. You can also rely on editorial or audio content, thanks to podcasts.

To optimize your external communications, you need to focus on web communications. Setting up and running a website should also be part of your digital strategy. So accompany your promotion on social networks with a blog or a website dedicated to the company, on which you can communicate more widely on news, customer feedback and employee experiences to make yourself attractive. You can also build a dedicated jobs section on your website, and thus offer another gateway to potential candidates.

Monitor employee opinion websites

A number of sites specialize in collecting employee opinions about their company. Your employees rate their working conditions, and can express themselves freely thanks to their anonymity. Glassdoor, GoWork, Custplace, Indeed and ChooseMyCompany are among the best-known in France.

We encourage you to monitor these review platforms on a regular basis. You can identify your organization's concerns, disappointments and strengths for employees, and take corrective action where necessary.

Digital signage

Employer brand communication is all the more effective when it's accompanied by innovative, fluid information dissemination. In this sense,digital signage is the ideal solution for highlighting your employer brand and considerably enhancing your image. Impactful and attractive, digital signage offers a state-of-the-art internal communications space, with a wide range of possibilities and particularly advantageous ROI. 

Several digital and interactive screens linked and controlled by a digital signage player installed on the company's premises, but also at points of sale, enable you to relay customer and partner satisfaction feedback and remain visible to all at all times. A perfect way to boost your communication and boost your overall performance!

Installing such a stand-alone display system is quick and easy, thanks to Cenareo, a provider of a complete digital signage solution developed in-house in Toulouse.

Are you interested in digital signage to boost your employer branding communications, and would you like to read more about the Cenareo  solution? Don't wait any longer to find out more!

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