If you ever get serious with recruitment marketing you are (have been) busy, you have undoubtedly heard of it: employer branding. It is seen as an important tool in the struggle for the best staff in every market. It is therefore not surprising that attention to employer branding has grown in recent years - mainly among HR departments and recruitment agencies. But what is it exactly? Should every company start with employer branding, or is it reserved for a selective group of entrepreneurs?
Every company has an employer brand
Whether you like it or not: every company has an employer brand. Yes, even if you had never heard of it before you started reading this article. Briefly, the employer brand is the general impression that employees and (potential) applicants of your company have. In other words: you image, but then explicitly as an employer and not as a company in itself.
Now the misconception could arise that your employer brand only matters if you commit yourself to certain branches or only when there is a shortage on the labor market. If that shortage is not there, after all, isn't it simple enough to get personnel? However, employer branding does not only mean being able to find staff who want to work for you: it is about your company, because of its excellent image as an employer, always succeeding in winning over the best people in the market. Then you have a successful employer brand.
Working on your employer brand: how do you do that?
First of all it is good to realize that your employer brand works both internally and externally. You existing staff is just as sensitive to your employer brand: after all, you want them to be proud and proud of your company, happy to work there and to be positive about it. Good employer branding starts with your own people: make sure they know what the mission of your company is, what makes the company unique and what makes the company so good. From the coffee maid to the management: everyone should be able to dream this.
Only when your own people know why they like working for you so much, can you shout this externally as an employer brand from the rooftops. Also take a good look at your most important competitors: what distinguishes your company? What makes your company unique compared to the neighbor? Name this and carry this out.
It goes without saying that your employer brand should always be one honest story must be. Telling everywhere that the career opportunities within your company are excellent, but never subsequently promoting anyone, naturally results in damage to your image. Therefore always be sincere - then that is something to be proud of.
Employer branding is a continuous process
You can never leave your employer brand alone, even once it is like a house. Every (recruitment) campaign, external communication piece or advertisement will in any case have to contain part of your brand. Your target group must be able to recognize a piece of your employer brand in every expression of your company. That is a lot of work and it requires time and discipline - not only from you as an entrepreneur, but from all your employees - but it can bring you a lot.
Imagine: your entire workforce is filled with people who can explain in detail why they work for your company, are proud of it and also radiate that outward. Candidates will come to you automatically. Isn't every entrepreneur signing for that?
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