The company’s image to customers is relentless, so keeping a good rating becomes one of the organizational goals. It is common for companies to devise strategies to build and maintain a positive image, targeting end customers. But Employer branding suggests that this be done for another type of target: employees.
The way the company is recognized is valid not only for external clients, but also for prospecting employees. In addition, being seen as a good employer favorably interferes with the perception that end customers have about the brand.
Employer branding is a long term project. In order for HR to be able to engage other sectors and be successful in implementation, it is necessary to define and understand the values that underpin the business.
To better understand, keep track of the article and see how to apply it in the company.
What is Employer branding?
Employer branding, in a freer translation, means “employer branding.” It is nothing more than a set of techniques and tools to generate a positive market perception of the organization as a workplace.
Employer Branding: Benefits
When Employer branding is performed correctly, employees see the company as a great career choice, a unique opportunity to develop their productive potential and professional appreciation. As a result, talented candidates will compete for available positions and current candidates will be working hard to stay in the organization.
The building of high performance teams, significant increase in productivity and the company’s competitive conditions in the market are some of the benefits of applying this technique. But besides them we can mention:
- Reinforcement of the values of the organization;
- Attraction of more aligned candidates;
- Increased retention of talent;
- Creation of brand promoters;
- Positive impact on productivity;
- Improvement of company results.
Applying the right Employer branding has many internal and external benefits for organizations. Motivating effect, this method ends up impacting the performance of employees, leading them to work together for a larger goal.
Employer branding in people management
Companies are increasingly dependent on intangible values to differentiate themselves from the competition. So having people who help spread your qualities makes a big difference in the results.
Employer branding not only impacts on building and maintaining advocates for the company, it ends up having a positive impact on the company’s productivity levels. This happens because employees become more satisfied with their work, taking pride in the company. With this, they redouble their efforts to meet the expectations of the employer.
Other impacts on people management are
Employer Branding Generates Competition
Employer branding awakens a knowledge of the importance of the position to the employee, which facilitates its management. Individuals come to understand that they operate in a company that stands out as a good place to work, and become aware that their position is disputed. For this reason, they seek to guarantee it, with better deliveries.
Employer branding reduces costs
Employer branding leads the organization to reduce costs in the selection and hiring processes. Because, with a good reputation, attracting more qualified people is facilitated, reducing the time and volume of resources required in this type of process.
In addition to impacts on management and personnel costs, Employer branding impacts on relationships with suppliers. Suppliers understand that they can add value to the operation by partnering with reputable companies. Employer branding helps to enhance the company’s image by facilitating the establishment of good negotiations.
5 Employer Branding Tips to Apply to Your Business
Now that you understand what employer branding is and how important it is to your business, here are some tips to help you implement it. Keep up!
Tip 1: Set the Goal and Draw a Strategy
Structuring and planning is paramount for the implementation of new strategies. Therefore, it is necessary to understand if the investment that HR will make in employer branding will be:
- A timely action to improve the attraction of candidates to specific vacancies;
- An action to improve the work environment to retain employees;
- A structural issue of organizational culture that needs to be rethought and changed.
After setting the project objective with the team, you need to:
1 ° Plan the tactic that will be used;
2 ° Prepare the leaders who are important to participate;
3 ° Establish the role and responsibility of each one;
4° Defina indicadores para acompanhar a eficiência e eficácia das suas estratégias.
Tip 2: Analyze the Current Frame
To apply the solution it is necessary to start with a good diagnosis. For this, it is necessary to survey the current perception of employees about the work environment. This requires:
- Make sure the top talent, and even the critics, have their perception considered;
- Ensure that employees can express what is important for their stay in the organization.
In addition, it is necessary to raise the factors that make bidders’ tenders tempting. For this it is necessary to consider that:
- Measurable factors are financial investments: remuneration, benefits package such as meal vouchers and insurance, medical assistance, educational aids, transportation allowances, among others;
- Unmeasurable factors are organizational culture: leadership style, flexibility, shared management, career development possibilities, transparency, ethics, learning opportunities, and more.
To organize information it is important to list all factors and how often they are considered relevant to employees.
Tip 3: Identify the desired profile
The next step is to consider the needs of the company, identifying the desired profile for positions that can raise productivity and competitiveness to a level of excellence.
Tip 4: Create attractions to reach the target group
Here it is important to reflect on the expectations and aspirations of the target group. For this, it is important to understand what the company can deliver to meet the needs of this audience, how to add value to the target audience and what this group really seeks to compete for a job.
Tip 5: Define the Employment Value Proposition
The Employee Value Proposition expresses the company’s view of hiring and valuing employees. Through it you can reveal the difference between being a collaborator in your organization or an employee anywhere else in the market.
Now just apply the tips to your business!