Does the employer branding concept sound familiar to you? If the answer is no, you should start to familiarize yourself with this term.
The concept was born in the United States in the 1960s but only became popular decades later, specifically in the 1980s. Until very recently, it was a term that hardly affected large companies. Today, employer branding has also gained importance in SMEs.
Employer branding: what it is, how to apply it and what are its advantages
Employer branding is a communication process, both internally and externally, that aims to promote a company as an employer and maintain a good reputation with employees and future candidates.
Unlike strategies aimed at strengthening the consumer brand, employer branding includes techniques and strategies to enhance the company as an employer, increasing the care of its employees and improving the quality of its work teams and internal human resources processes. . In other words, employer branding is nothing more than a company’s reputation and its value proposition with employees. In this way, it is an essential tool for companies that want to stand out, attract talent and find the best candidates.
Advantages of employer branding
Why is employer branding so important? Just as it is essential to create a brand that attracts consumers and turns them into loyal customers, your company must be seen as a good employer, an excellent place to work where employees identify with each other.
The main advantage of applying these strategies is the retention of talent through employee satisfaction. This, in addition to increasing their commitment to the company, will help attract more talent and reinforce the action of human resources.
On the other hand, a company with a well-structured employer branding will also gain popularity and notoriety in the sector, which will increase the strength and solidity of the brand. But the benefits don’t end there. The attitude of your employees will be more positive, you will attract highly qualified candidates, you will reduce staff turnover, and you will become a benchmark company.
Examples of employer branding strategies
What actions and measures are part of an employer branding strategy? In general, we can include here all the actions that contribute to employee satisfaction and also those that make your company stand out from the rest:
- Adequate remuneration for functions;
- More flexible working hours;
- Opportunities for personal and professional development within the company;
- Training offer;
- Activities of team building;
- Participation in environmental and social causes;
- Concern for the health and well-being of employees;
- Healthy environment with creative freedom;
- Fluent and honest communication.
Do you need more examples? There are many and quite well known.
Google is known worldwide for its facilities, innovative and striking spaces that remind us of the design of university campuses and that favour a healthy work environment. But Google’s employer branding strategies go beyond ping-pong tables, game rooms, gyms or an original decoration. Google offers its employees free transportation, break rooms, travel, training, legal advice, among others.
Netflix can distinguish itself as an employer brand because of the trust it has placed in its employees. Under its “freedom and responsibility” policy, Netflix offers paternity or maternity leave, unlimited vacations, or medical care on the sole condition that those who work there assume responsibility for doing their job. The result? Netflix employees are the leading brand ambassadors, especially on social media.
The famous American chain stands out for the training opportunities for its teams. In collaboration with the University of Arizona, Starbucks USA offers its employees the opportunity to continue their training for free and via e-learning.