The employer brand represents your image to your current and future employees. It characterizes your brand, differentiates you from your competitors and defines your notoriety. A powerful tool for recruiting new talent, the employer brand also makes it possible to retain them.
1. Define your goals
Are you looking to recruit the best candidates in your industry or do you want to strengthen the engagement of your employees?
In order to clearly define your objectives, analyze the human resources issues in your company and call on your employees. Brig Agency is best placed to indicate weak points as strengths. After all, they are the ones who experience your employer brand every day!
2. Identify your target audience
To achieve your goals, be sure to talk to the right people and reach them effectively. Define a persona, which is a typical representation of people interested in your business. Warning! This persona does not match the one who uses your product or service. Here you define the people who are attracted to your business to work.
To do this, take inspiration from your employees! Who are they? What do they like? What are their habits at work? What is the key to the cohesion of your team? Do your employees participate in sports sessions together? Why did you hire each of these? What do they have in common?
Your persona is already in front of you: it is the sharing of the best of each employee who composes your team. With this identification, you will be able to position your brand so that it differs from its competitors.
3. Establish you’re positioning, your reason for being
Here, you must define your identity, the values you want to promote. How are you different from your competitors? How would you summarize the culture of your company? Which phrase best describes your business? What is your internal vision?
A competitive analysis would also allow you to identify where your competitors are. If they are all categorized in the same color, it would be relevant to differentiate yourself by positioning yourself differently.
4. Working conditions, your assets
Nowadays, good pay is no longer enough to attract new talent. Facilitating working conditions are in vogue. What do you propose to your new recruits? What condition would tip the balance in your favor between two job offers? What will make your employees proud to say that they work for you?
The well-being of your employees must be at the heart of your recruitment strategy, but also the retention of the workforce. For example, the flexibility of working hours and place of work is a condition of work that is more and more common and relatively easy to set up. If you want to go further, the possibilities are endless, and will never be refused.
The open space and telecommuting are also part of the assets offered by these companies. Put forward your workspace: photos and videos of the place will allow your future employees to better project themselves. The combination of attractive working conditions and attractive benefits is a real added value for your employees; post them on your website as well as on your job offers.