Great resignation, teleworking, increased importance of values in employer selection,… Attracting and retaining talent has never been so important and difficult for businesses and organisations. It’s a matter of reputation and excellence. But how exactly can you make your brand resonate among potential employees? How do you go keep your employees happy and so proud of working for your organisation that they are willing to promote it to their network? Just like other branding tasks, it’s about establishing your own distinctive qualities.
Fastlane can help you define what makes you stand out as an employer, create a relevant communication strategy and come up with an employee advocacy plan that will increase your visibility among target employee groups.
Employer Branding consists in defining and promoting your image as an attractive place to work at. It encompasses employee value proposition, company culture, and online reputation. It’s about going the extra mile to ensure that your company grows its reputation as an employer of choice.
An employer brand is usually the fruit of close collaboration between HR, internal communications and external communications/marketing departments. While the former provides first-hand information on recruitment issues, employee feedback, company values and packages, the other two provide professional support through dedicated strategies and campaigns.
Unlike a brand archetype which mostly remains stable over time, an employer brand is constantly fluctuating according to societal trend. These days for instance, a good employer branding needs to factor teh likes of values dear to GenZ, growing concerns over mental health, work/life balance, climate change, etc.
Employer branding is about retaining and attracting top talent of course, but there is actually much more to it.
The importance of creating a strong employer branding can be framed around one objective: turning employees into ambassadors of your company or organisation. It’s far from a luxury, as there is nothing more damaging for a brand than a group of disgruntled employees spreading their frustration on social media. Likewise, mismanaged communication crises can negatively impact your recruiting campaigns.
A good employer branding will prevent this from happening by creating a strong employee value proposition that’s in line with your brand archetype and identity. This will help attract skilled candidates, retain employees and even turn them into ambassadors happy to share how working for your organisation has been a treat. Think of it like a backtage pass: the last thing you want is for people to realise that things from inside are nothing like the image you promote publicly.
Fastlane’s methodology helps you develop an authentic and compelling Employer Brand. We can survey your employees, assess your online reputation, help you define your EVP and core values, optimize your career pages, and establish an employee advocacy program.
Our methodology helps you attract and retain top talent, foster employee engagement, and position your organization for long-term success.
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