What is employer branding? Find out everything about the topic!

Many companies don’t need to work hard to acquire new talent. They also have employees who promote the company positively, and this all happens naturally. Maybe you’re wondering why it seems so simple, right? In reality, there is a reason why this happens, and to understand this phenomenon, you need to know what employer branding is .

The concept, which is also known as employer branding, is behind the reality of organizations that are considered every professional’s dream. And today you will learn everything about it.

What is employer branding?

Without further ado, employer branding is strategic marketing work carried out to improve the market’s perception of your company, from the point of view of relationships with employees. This means that companies employ a range of techniques to model a great place to work.

Therefore, the concept of employer brand defines organizations that are admired by the job market. They are seen by both employees and outside professionals, as a reference for those who want to work in a human, pleasant place, who care about their teams and want to develop their employees.

How important is it?

Investing in this positioning brings a series of benefits for companies, which attest to the great importance of employer branding for companies that want to differentiate themselves in the business world.

As a consequence, they experience the positive points listed below.

1 – Increase employee engagement

Improving your employer brand means, first and foremost, improving the employee experience within the company. Therefore, when you promote significant and focused changes in teams, you will notice an increase in productivity and engagement.

After all, every professional wants to work in a place that is pleasant, respects its employees, offers relevant benefits and is genuinely dedicated to the development of each employee.

2 – Attract and retain talent

As a result, you will have an increasingly happy and committed workforce who want to stay with the company. This way, you will be able to retain your great talents and, little by little, start attracting new ones organically.

This happens because the organization’s strengths and benefits will go beyond the internal environment, reaching professionals and relevant people in the corporate world who will begin to perceive the company as an employer brand.

3 – Facilitate recruitment processes

You must already be wondering the reason behind this point, right? When you have professionals who admire the company and want to be part of the environment, it becomes much easier to conduct recruitment and selection processes.

After all, you will already have a base of professionals who don’t need to be convinced. They are already willing to be part of the team, and many of them even have this as a career dream.

4 – Generate spontaneous marketing for the company

Being well perceived by the market means that you will have a good share of spontaneous marketing for yourself, with employees and the market in general praising and valuing the company.

In other words, investing in being a good company to work for means investing in your image in the long term, ensuring that maintaining employer branding will boost your positive marketing.

5 – Improve and protect the company’s reputation

In the same way, maintaining your employer image directly reflects on the company’s general reputation. When you can attach the values ​​of being a great company to work for and taking care of your employees, your reputation gains a few points.

This means that the general perception of the organization will be more positive, even guaranteeing reputational “savings” for times of crisis.

How to put together an employer branding strategy?

You realize that it’s worth investing in your employer brand, right? Therefore, to help you embark on this journey, we have organized a tutorial with the main steps to implement this strategy.

1 – Analyze the current situation of the brand image

The first step is to know where you are on this journey. To do this, carefully analyze what the reality of your company is, how it treats its employees, what differences it offers in relation to its competitors and how it is perceived in the market.

It is interesting to conduct specialized research to have a clearer view of the scenario, both for the internal and external audiences.

2 – Be clear about the organization’s objectives

Once you have figured out exactly the current situation, understand exactly what your goals are. Becoming a reference employer brand is an excellent goal, however, it can mean a huge range of possibilities.

There is no perfect formula for employer branding, and the characteristics of your strategy will depend on the business objectives, the real possibilities for change, the sector scenario and the areas involved, and also the situation in the job market itself.

3 – Make effective transformations in organizational culture

The greatest asset of any company is its staff. Therefore, the focus of an employer brand development action needs to be on employees. After all, if the objective is to reinforce the image of a great place to work, this needs to be, first and foremost, a reality.

So, after establishing your objectives and metrics, start putting them all into practice, working to transform employees’ daily lives in a positive way.

4 – Build a publicity strategy with internal communication

A fundamental point in creating employer branding is correctly communicating actions internally. In other words, working together with the internal communications area to inform changes, pass on the main messages for this moment and reinforce the benefits of working at the company, in a genuine way.

This way, you will increase knowledge about the company’s strengths and make employees even happier with the changes.

5 – Start promoting your culture externally

Finally, put together an external marketing strategy with your communications or public relations team. Here, it is worth thinking about working with the press, participating in events, creating campaigns for social networks and advertising, according to the possibilities and established strategies.