The reputation of a company is based on the quality of the goods, services and benefits it offers. But this is not always enough to attract prospects, or to make it attractive to partners and candidates. Indeed, customers and employees alike like to know who and with whom they work. Communicating on the employer brand is extremely important to maximize the attractiveness and performance of companies.
What is employer branding?
Employer branding is defined as The overall image conveyed by a company to its employees, to potential candidates and more generally to its partners. It thus affects the identity, the reputation of the organization, the exposure of its values, its organization and its own culture, both internally and externally. Sometimes taken care of by the HR department of companies, the purpose of employer branding is to promote recruitment. It allows more widely to optimize the work environment for its current and future employees. It therefore pursues the following main objectives:
- Valuing yourself with new talents;
- Build team loyalty by maximizing well-being at work.
Employer brand communication thus aims, through various marketing strategies, to spread a positive image of herself and in line with current trends, in order to remain attractive and to build solid teams that promote growth.
Not to be confused with simple brand image, employer branding aims to Make you want to be part of the company and to carry its values with pride. 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 communication on the employer brand also attracts new partners or suppliers who are convinced by the company's reputation, while attracting media attention.
Why implement this strategy?
Once an employer brand has been defined, implemented and properly deployed internally, communicating about it to promote it wisely is an essential strategy for the sustainability and growth of the company.
In general, employer brand communication thus makes it possible to:
- Promote your brand image;
- Strengthen your attractiveness;
- Develop the commitment of your employees;
- Reduce recruitment costs.
Employer brand communication primarily targets potential candidates, whose expectations and goals differ from those of your customers. You have to convince talent looking for a new position to join your company. A Robert Half survey published in 2023 lists the aspirations of candidates, and the factors that make a job offer attractive. While salary remains a priority, other factors are taken into consideration. After the remuneration, the candidates cite other criteria:
- A better balance between professional and personal life;
- The geographical location;
- Better flexibility (teleworking, hybrid work, flexible hours);
- The advantages offered by the company (complementary health, services related to well-being such as a company nursery);
- The quality of the missions offered, which must be stimulating;
- The values carried by the company, and their implementation on a daily basis;
- The prospects for development within the company;
- Good contact with the future direct manager during job interviews;
- A corporate culture in line with aspirations;
- The search for a new professional challenge;
- The good reputation of the company on social networks;
- The recommendation of an employee who works within the company.
To remain competitive over the long term and communicate well on its employer brand, a company must take into account the permanent evolution of the expectations of its employees and partners. Your communication strategy around the employer brand must highlight these concerns, and value the answers and solutions provided by your organization. The quality of life at work is becoming essential, and the implementation of innovative solutions at the service of employees underlines your ability to bring new challenges to your teams. You promote a healthy work environment, conducive to development and respectful of regulations, and thus naturally build a positive image.
Work on employer branding also has benefits on your brand image, on your competitiveness and on your reputation:
- Attracting a greater number of candidates allows you to select the best profiles, and to focus on talents whose technical skills and relational skills (soft skills) meet your requirements;
- Employees who want to join you show a strong motivation, they are more likely to adhere to your corporate culture, and are committed to providing quality service to your customers;
- Your employees become your best ambassadors, with potential candidates, but also with prospects and customers.
Since the Covid-19 crisis, the Remote work has become essential in many sectors of activity. Finding a balance between remote work and presence within the company is a real challenge for some organizations. By returning to work, employee expectations changed, as the health crisis experienced once again gave priority to professional well-being. In this sense, the employer brand is now a booming communication tool to highlight the new vision of working conditions. If it already existed, this strategy has now become essential and represents an enormous guarantee of quality for the company.
How to communicate the employer brand?
Communication on the employer brand is aimed at both employees and partners and customers external to the company. To maximize its benefits, it must therefore be deployed internally as well as externally. To do this, various solutions are interesting to implement, some examples of which are as follows.
A global approach to corporate communication
The first initiative to communicate your employer brand internally is, of course, to establish a internal corporate communication system. Human resources can rely on the skills of the communication and marketing department to communicate effectively on current projects, news, to share the experiences of employees or to give advice on the directions to take.
Internal communication tools facilitate exchanges and feedback, and thus play a role in strengthening your employer brand.
Highlighting employee portraits is meaningful, as much for potential candidates as for prospects and customers. Your business is no longer an impersonal organization, it is run by women and men who have a first name, a life, aspirations, passions, values that facilitate identification and reassure.
The internal communication software offered by Cenareo offer a relevant and reliable solution for the establishment of this type of communication. Acting as a multi-channel means of communication, this tool with its intuitive handling adapts to all types of screens, remaining accessible at any time on a PC and on a smartphone or tablet.
Use social networks and web tools
Social networks have become omnipresent in everyone's daily lives. In recent years, their function has expanded to include the professional and advertising fields.
Some social networks, such as LinkedIn, are particularly suited to communication work on the employer brand. You can speak directly to potential candidates. Do you work in a BtoC sector? Your target is not on LinkedIn! Do you work in BtoB? Valuing the quality of your employees and the working conditions offered highlights your expertise: your added value depends (largely) on your teams, and making this known can earn you new contracts!
But Mainstream social networks like Facebook, Twitter, Instagram, or TikTok also allow you to enhance your brand DNA, and to share it with as many people as possible (prospects, customers, but also candidates, suppliers, partners, etc.).
A dynamic and attractive professional page on several social networks ensures effective and easily disseminated external communication to promote your brand, your products or services, your values and your corporate culture. Universally used, these networks ensure that you reach a large audience and communicate in real time in a modern language that is at the forefront of current trends. La video can be an excellent communication vehicle. You can also focus on editorial or audio, thanks to the podcast.
To optimize your external communication, Betting on web communication is now essential. Setting up and running a website should also be part of your digital strategy. Therefore, 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 section dedicated to employment on your website, and thus offer another entry point to potential candidates.
Monitor employee review sites
Sites have specialized in collecting opinions from employees about their company. Your employees note their working conditions, and they can express themselves freely thanks to the preservation of their anonymity. Glassdoor, GoWork, Custplace, Indeed, Indeed or ChooseMyCompany are some of the best known in France.
We invite you to monitor these review platforms regularly. You can identify the concerns, disappointments, and strengths of your organization for employees, and take corrective actions when needed.
Digital signage
Employer brand communication is all the more effective when it is the subject of innovative and fluid information dissemination. In this sense, the digital signage in business represents the ideal solution to highlight your employer brand and thus considerably improve your image. Impactful and attractive, digital signage offers a state-of-the-art internal communication space, with vast possibilities and particularly advantageous in terms of ROI.
Several digital and interactive screens linked and controlled by a digital signage player installed within the company premises, but also in points of sale, thus make it possible to relay the satisfaction opinions of customers and partners and to remain visible to everyone at all times. A perfect way to boost your communication and boost your overall performance!
The installation of such an autonomous display system is simple and fast by calling on Cenareo, a provider providing a complete digital signage solution developed in its premises in Toulouse.
Are you interested in digital signage to boost your employer brand communication and do you want to know more about the Cenareo solution? Do not wait any longer to discover it in detail!
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