In difficult times, we have a special understanding of the importance and value of human life, physical and mental health. War or other disasters may result in the destruction of premises and financial assets. Still, ideological, talented, persistent people and a strong team are the greatest asset and resources. EY’s August survey shows that the labor market is recovering, with the number of vacancies increasing compared to March. To have a loyal team, the best specialists, business owners and top management should pay considerable attention to the employer brand.
Developing an employer brand is a systematic process that requires regularity and a professional approach. It should always be worked on, even in times of crisis. Where to start and how to develop an employer brand? We share tips from our experience.
- Research, research and again research
It is where you should start working on your employer brand, and it is also something you should do regularly, from time to time. Research your competitors, and their approaches to recruitment and communication, and find out your place in the labor market. We recommend paying attention to the competitors’ websites and social media. Job search resources and employee feedback sites are also essential to study.
Be sure to do media monitoring of your company and competitors. Potential candidates may still not be working for you because there is some negative information about the company in the information space. Or there are no media mentions at all, so experts in your industry don’t know about you. Research and media monitoring can help you figure it out.
- Effective communication is the way to success
You can be a global company that is comfortable and pleasant to work for, and you can change the world around you, but… not communicate about it. Or communicate ineffectively. And as a result, potential candidates don’t know about your work. That’s why it’s essential to talk about what you do.
In addition to communication, where and how you communicate is very important. There are many channels and tools, and which you use and how you use them depends on many factors: communication goals, target audience, trends, and tendencies, etc. Determine who you are communicating with: students of your specialty, experienced professionals, etc. Be where your audience is: find out where your potential candidates get their information from and where they learn about vacancies or professional news. Of course, remember the trends that are relevant to a particular audience.
- Communicate the benefits of working for your company
Develop your company’s EVP (employment value proposition). These are the benefits and advantages you can offer as an employer to employees and potential candidates. The EVP should differentiate your company from the competition. Even if you have a super-competitive niche, your company has advantages because people work for you. If you can’t find rational advantages (higher than market salaries, professional development opportunities, etc.), try to find emotional ones. It could be a friendly team, support from management, etc.
- Mission, vision, values and CSR — in real actions and communications
Clearly formulate and indicate your company’s mission, vision, and values on your website. They must be declared and embodied through specific brand actions, reflecting your work and what you want to achieve with it. Also, use these fundamental, strategic things in your communications.
A business’s CSR (corporate social responsibility) is a significant advantage, if not a prerequisite, when choosing a future employer, especially for the younger generation. For example, according to a study conducted by the CSR Development Centre, 48.2% of respondents (young people aged 18 to 25) say that it is crucial for them that their employer’s company has developed corporate volunteering, and for 15% CSR is one of the critical factors when choosing a future job.
- Don’t underestimate internal communications
The Edelman Trust Barometer 2021 employee survey has shown that the need for regular communication between management and employees has increased significantly compared to previous years. Relationships with employees must be built on trust so everyone feels engaged and involved in a common cause. Proper and systematic communication with your employees will allow them to become “advocates” or ambassadors of your brand and thus attract new employees. For many candidates, it is essential to hear the “inside” view to learn insights about working in a company from its employees. After all, people trust people first and foremost.
We recommend preparing a welcome book and a welcome package to meet new employees at work and integrate them into the team. The former will allow newcomers to quickly get acquainted with the company and understand the most critical processes. A welcome package will give them a sense of belonging to the company and the team and show a friendly and open atmosphere.
- Anthropological approach in communications for an employer brand
Although this is the last point, it is perhaps the most important. Whatever you do, you should always put people at the center! What does the anthropological approach to communications mean? It means that you have to think first and foremost about those for whom you create content and with whom you communicate. It seems very simple and obvious, but often even giant companies neglect this in their communications. The anthropological approach is embodied in a user-friendly website, a clear and understandable candidate journey (the path from submitting a CV to an interview or a job interview), nice visuals and engaging content on social media, etc.
Working on an employer brand is a long game. Increasing awareness and encouraging your target audience to work for you in a month is impossible. You need to work carefully and systematically to create an attractive employer brand. Moreover, this is a complex work because it is not enough to communicate well, it is important that what is stated and communicated is true.
Author: Lesia Dunets