Importance of Making Employees Brand:- The advent of new technologies, the evolution of mentalities, the social, economic and cultural context … All these data make society and mentalities evolve. Social media, mobile technologies, Generation Y … are all elements that must now be taken into consideration when we want our organization to remain sustainable, competitive and attractive.
Human Resources services are, of course, concerned. In recent years, they have had to adapt … Change does not only occur in the process of recruiting new talent, but also in terms of retaining employees already present in the company.
Why invent new practices when we can adapt those that have existed for a long time? It is therefore logical that marketing is invited in the HR departments of companies that now use its tools and methods. This “employer brand” approach is a concept that is very fashionable and has significant strategic issues.
However, for this strategy to be successful, it must be approached as a holistic approach to corporate image. It cannot be limited to hiring issues, as it is too often the case. We would then speak of recruiting brand…
In fact, the employer brand assumes the notion of the entity’s reputation, its values, its organization, its communication, etc. to an external public. It encompasses not only the internal management of human resources, but also all the adjoining external electrons : payroll managers if outsourcing there, administrations, social services, different partners for recruitment, candidates, universities, schools, etc.
It goes without saying that such an approach cannot be put in place without having first defined the precepts and laid the first bases. To hope to attract and keep the best elements, it is necessary to show a beautiful corporate image and to know how to develop it. Who would like to integrate an entity with the bad reputation? Between an organization where the employees are happy and another where the employees will work backwards, the difference is felt and seen in a very obvious way from the outside! In addition, everyone knows now: social networks make and break reputations in a split second. Conflicts, difficulties, bad glories spread like dust on the canvas.
In addition, it is essential that what is highlighted on the outside is really put in place inside. What is worse than a beautiful showcase, attractive where we press and once inside the store, nothing! A company that does not live up to what it advocates would be less credible. His new recruits, just like those in post, would be disappointed and could feel betrayed. This would inevitably damage the image of the company which would be severely tainted … Once the damage done, at the moment, it is difficult to restore its image in the eyes of all…
When internal and external communications are in phase, the channels are numerous in order to disseminate the information and to initiate a seduction process. The goal is to find new talent. A quality website, a dynamic and attractive page on various social networks, irreproachable partners and references, typical business game campaigns … In short: a digital strategy worthy of the name and the image of the company can be developed.
Because candidates, especially the younger generation, do not let themselves be rocked by beautiful words. They need something concrete. In addition, their particular conception of the world of work – mobility, priority to personal life, demanding eyes – pushes them to keep their antennas permanently connected and to flutter according to the opportunities, making them difficult to retain.
Loyalty and Ambassadors
Because this is the next logical step, part of the development of the employer brand: loyalty! The effectiveness of such an approach will be increased if the newly recruited employees, as long as those already in office, are happy in their business to the point of not having to go to see if the grass of the competitors would not be more green … A little effort and they can even become better ambassadors of their entity! The snowball effect will begin! Some big brands have understood it!