In an era where the Internet and social networks have become an important part of everyone’s life, it is essential to understand that having an employer brand is crucial for any company wishing to attract new employees in a positive way.

The employer brand can be defined as the image that a company conveys to its partners and employees through communication and marketing actions in order to make the company attractive.

Before developing your employer brand, it is necessary to take stock of the state of your company:

• Conduct a complete analysis of your company’s HR practices by analyzing recruitment processes, sourcing, labor relations, etc. ;
• Conduct group and/or individual interviews with the HR department, but also with employees in order to better understand the practices in place and define the issues, but also to know the management operated in the teams, to have the perception of HR practices, etc. ;
• Analyze the digital presence of the company to know its e-reputation;
• Conduct a competitive benchmark, which consists of studying the HR differentiators of your biggest competitors.

Globally, each company according to its size, its means, and its short, medium, and long term objectives; however there are practices that can help companies to build and develop their employer brand:

• Making employees the “spokespeople”:

Your employees are your best ambassadors. By highlighting your employees through different channels, you communicate transparently about what is really going on in your company. Employees who already work in your company are the best ones to talk about the company, its vision, its missions and values. This will make it easier for new employees to get involved. Your employees can make a company movie, communicate on social networks, organize lives or webinars to answer questions, etc.

• Set up a website reflecting the identity and values of the company:

Having a website with a career page, for example, will allow you to have a targeted communication for future target candidates. On this page, you will be able to talk about the positions available, the different jobs in your company and why not testimonials or videos of your employees. Potential candidates will be able to get all the answers to their questions very quickly.

• Write attractive and original job offers:

Writing original job postings that reflect your company’s values is a key asset in conveying your entity’s culture and values.  Just as invoices are a great way to communicate, job postings are a way to set the tone and impression of what the company stands for.

• Be present on social networks:

Have a presence on social networks. It is essential to develop your employer brand. Have a strategic presence on Linkedin, an instagram page for example, in order to communicate on the events in which the company participates, to highlight your employees, to share news in your sector, etc.

In conclusion, in order to develop its employer brand, it is necessary for a company to get involved in a more complete strategy adapted to the job market as well as to its HR target in order to transmit an attractive brand image.