Translated from Português (Brazil) • View original Employer branding is a strategy used to generate a positive perception of the company as a workplace. Thus, it is an essential practice for Recruitment and Selection, as it attracts talent from the professional market, since it is the emphasis on the image that the employer conveys to the employees of the company in which he works. A company has several technical and personality characteristics that are considered striking, but reputation is a trademark and in a way the most precious thing a company has. Knowing this, it is necessary to maintain credibility and authenticity to generate trust from customers and employees, which is why it is the biggest concern of companies lately. So if you are looking for an effective way to attract and keep the best employees for your company, continue in our article and we will inform you about everything!
The Emergence of Employer Branding
In addition to knowing what employer branding is, it is important to understand how this concept was born. The term was first used in the 1990s, and specifically in an article published in 1996 by Simon Barrow and Tim Ambler in the journal Brand Management. This academic study is considered the first attempt at brand management techniques in the area of human resource management and since then the concept of brand has been widely adopted by organizations around the world, as it is a very effective method in what it proposes. However, before starting an effective brand work, companies need to have their EVP very well prepared and so it will soon be possible to create strategies to work employer brand in the short, medium and long term. EVP is nothing more than a combination of values and opportunities that make your business unique in the market. There are many aspects to this value proposition, namely: Benefits such as vacations, health insurance, flexible hours; Salaries and promotions; Development opportunities, career plan, evaluation and feedback practices; The work environment: allows, for example, autonomy and between personal life and career; The culture of the organization: its purpose, its objectives and the relationship between the teams; Once these points are defined, it is possible to proceed with Employer Branding effectively.
Setting up Employer Branding
To do this, your campaigns and actions must respond concisely to all of a company's audiences, taking into account the business, its expectations, and what it expresses. It is important to always keep in mind that you don't just have external consumers, and marketing needs to reach all your audiences, whether external or internal. With this in mind, it is possible to divide your audience into two types: External audience - those people who find a sense of ideals when they buy your products Internal audience - employees, partners, suppliers, investors, who can be a very important starting point to reach other people and make your business grow. Knowing that the employee is your internal customer to be conquered, the best way to keep it is by affirming and promoting well-being and quality of life options. This motivates the worker to continue being productive and efficient within the work environment. And all of this revolves around the importance of the company developing strategies to gain a good reputation in the market (attracting the external public) and to be a reference in society for valuing human beings. And for this, the manager must choose many adaptations.
And what is not part of an Employer Branding strategy?
This is a question that can easily arise when reading about this subject, and be warned. There are actions that are only part of a small pleasure of the enterprise or the manager's own routine. Some good examples can help clarify such a doubt:
- A nice environment: such as your company's office, coworking.
- Corporate communication, newsletters or other types of communication
- Rankings: being the best employee in the company to work for
- Talent attraction projects and campaigns
- Integration kits and corporate gifts
And the reinforcement of such acts can even influence an environment of high competition, which if not well controlled can cause intrigues and bad situations.
Companies that apply good Employer Branding
Some companies apply the concept of employer branding very well, making them very renowned to work for and here we can Netshoes. It is considered one of the best companies to work for today. And that's because they had an initiative to align the business at home, with their employees and only then in the job market, with a culture project created in an internal communication to generate everyone's commitment. As a result, employees are brand promoters, not just employees. Another company that has a good relationship with its employees is Grupo Boticário. Which has as one of its main contacts, the relationship with universities. It is with the #LIGAUniversitária initiative that they earn this reputation. It is an employer brand ambassador program. The company's team is always ready to consistently bring information about the daily life of the retail giant to audiences such as engineering and business. Employer branding transforms companies into a pleasant and safe environment for their employees and if you are thinking of putting it into practice, this is the time!