The human capital of any company is one of the factors that most contribute to its growth. However, the necessary measures are not always taken to care for employees and to make them feel comfortable within the work environment. So that it does not happen to you, below we show you what employer branding is and why it helps you attract talent.
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What is employer branding?
Employer branding is the concept they have of you, as a company, both your workers and the candidates to be. They are the values with which they identify your brand. It includes aspects such as social benefits, the conciliation policy, the way in which vacations are decided, the workplace or how employees are valued.
The vast majority of companies care a lot about the image they convey to their clients or potential clients, but not so much about how their own employees see it. However, employer branding is key for any company to function optimally and also continue to grow within its sector.
Within a global concept of the company, it should be valued how it is seen by its customers and also by its employees. You must bear in mind that it can hardly do well for a company that transmits an image abroad that is very different from the one reflected inside. Over time, the overall image of the business will end up being damaged.
Having a good employer branding strategy will allow you to avoid talent flight, that your company staff will rotate too much and that it will be difficult for you to fill the vacant positions.
How did the term Employer Branding come about?
Ambler and Barrow were the first to approach employer branding or employer branding as “the development and communication of an organization’s culture from its role as an employer in the market”, in 1996. Academics defined it as the package of functional, economic and psychological benefits provided by the employer and identified with the employing company.
This occurred in a context in which economic expansion met with the reduction of the active population. In this day and age, the difficulty of finding and attracting skilled workers made the term more popular. Thereafter, many academics more approached this concept, sometimes also linked to that of Internal Branding.
Why is Employer Branding important?
All companies should have an employer branding plan. It is clear that as a business you are concerned about the competition that other companies can represent for you and how they can lead you to lose customers. Well, in the same way, it should be interesting how other companies can get hold of your best-qualified workers.
Think about what it would mean for your company your most talented employees, and those who have been training for years, go to your competition; Or that when you are looking to fill a vacancy, the best professionals do not even consider applying.
You may think that someone who does not work for your company can hardly know how it works. However, nothing is further from reality. Nowadays it is easy to know the interiors of many companies thanks to social networks, forums, or pages like Glassdoor.
For all the aforementioned, applying employer branding in your company is not an option, you must do it for all these benefits that it implies:
- Help improve the environment in your company.
- Employees are happier and their productivity increases.
- It helps convey a better image both externally and internally.
- Facilitates retaining talent and hiring the best workers.
- It allows you to differentiate yourself from other companies.
Main points of an Employer Branding strategy
- Rate the effort.
- Create an incentive program.
- Train your employees.
- Promote better-performing workers.
- Create work and family reconciliation plans.
- It offers social benefits such as health insurance, restaurant vouchers, or childcare vouchers.
- Improve the facilities of your company, so that they are comfortable and practical.
- Create spaces so that your employees can have moments of relaxation throughout the workday.