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  • Writer's pictureDaniel Lépine

Employer brand and marketing

Updated: Sep 28, 2021

A job seeker often begins his research on the Internet by assessing the perception of an employer's reputation in the market. More than ever, a company's reputation matters, exacerbated by the constraints of the pandemic and remote working. In fact, nearly 90% of workers would not apply, or continue to work, for a company that has a bad reputation with former employees or the general public.

1. Know your unique worth

To build a strong employer brand, it's essential to start by focusing on your company's mission statement, values, vision and culture. It can be helpful to identify your business needs and then work backwards to understand what types of talent you need to acquire to meet those goals.

2. Perform an employer brand audit

You may not be fully aware of your company's reputation with job seekers or even your own employees. Send internal surveys, conduct social media research, visit sites like Glassdoor or Indeed to read reviews, or hire a company that manages reputation tracking.

Your research should allow you to discover the perception of the corporate culture of your employees, which you can highlight, as well as areas for improvement to ensure a strong employer brand.

3. Write the employer's promise

Once you've done your research and listed the values ​​and benefits your business offers, you should create an Employer Value Proposition — a marketing message and a promise; we must tell the truth and avoid empty sentences without impact. You can use your Employer Promise on your website, hiring materials, or your LinkedIn company page.

Your promise shouldn't be about compensation and benefits. Rather, you want to spark the passion of potential candidates by expressing the positive impact of your business. People want to feel that their work has meaning, regardless of the salary and bonus offers.

4. Create an onboarding process that stands out

Onboarding is the first experience a new employee has, and a negative impression can have big consequences and even more so when a new employee is exiled to their home teleworking. In fact, people who experience negative integration are twice as likely to seek another opportunity.

Building a positive employer brand starts with a good onboarding process. It is essential that employees are engaged and excited about their role and their team from day one. By giving your new employees the instructions and tools to excel in their role, you ensure a healthy onboarding and maximize productivity from day one.

5. Provide professional development opportunities

Many people quit their jobs because they are bored and looking for a new challenge. If you empower employees to seize skills growth opportunities, you show that your business is focused on professional development. By challenging your employees, you ensure that they do not get bored in their role and thus become more valuable to your business.

6. Use innovative marketing tools

To improve the perception of your product or service, don't just communicate your message through one channel. You are already positioning your brand where your potential customers are. You should do the same for your talent search process. Telling stories using videos, photos, social media, and in-depth articles is essential. Some companies even use TikTok, Twitch, Discord, and Instagram to convey positive messages about their organization to potential employees.

7. Encourage diversity and inclusion

If you want to build a strong employer brand, showing your commitment to building diverse teams is essential. Investing in diversity initiatives has many benefits for the business, including more innovative ideas, a stronger corporate culture, and better customer service. However, it is also necessary to cultivate a positive employer brand by making sure that you extend the reach of your brand to new groups of people.

In conclusion, an employer brand is cultivated and this does not only happen through human resources, but even more through marketing. Is your employer brand part of your strategic marketing? Are your employer brand and your corporate branding in harmony? Let us help you.

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