Employer branding strategy: 5 key points

The employer branding is the image that the collaborators, employees and future talent have of a company. This concept has two main objectives, which are: attract talent and retain talent. Developing employer branding strategies adapted to the needs of our team and the demands of society must be a priority in Human Resources. In this article we talk about the 5 most important keys to build employer branding

1. From the employee experience to the human experience

The term employee experience comes from the customer experience. It is about creating HR policies focused on employee’s needs in the same way that thoughtful products are created to meet customer needs. Additionally, the latest studies from Human Deloitte Capital Trends highlight the need to humanize the experience of male and female employees and add meaning to your work.

People want to be part part of companies with a positive impact on society and find meaning in what they do.

The employer branding strategy should focus on this concept.

2. Transmit your organization’s purpose

Showing our purpose as an organization is one of the most important keys of any employer brand. It is about sharing the reason why the company exists and explain what matters to the company as well.

A survey conducted by Harvard Business Review and the Beacon Institute of Ernst & Young uses samples of the following data:

89% of the people surveyed stated that a strong sense of collective purpose increases employee satisfaction.
84% said that it can influence an organization’s ability to transform itself.
80% agreed that purpose helps increase customer loyalty.

3. Create a good EVP or employee value proposition

It is about the value proposal made by the company to the existing employees and the external talent we want to attract. It is the benefits that the organization offers. Creating an attractive value proposition will enhance engagement and will help attract talent. According to a Gartner study, organizations efficiently manage their EVP can reduce their annual HR rotation to 69%. To create an attractive EVP it is important to analyze from what point the company emerged as well as to know how to listen to the team and employees. Clear communication and continuous feedback is vital in order to create a good employee’s value proposition.

4. Offer professional development to every member of the team

Professional development, learning new abilities and growth opportunities in a company are the determining factors in the making of the brand image of the employer.

And have team leaders that promote the employees to grow

One of the basic pillars in development policies are the leaders in the team. Now more than ever we need leaders with soft skills, that is people with skills such as the “coach leader”: empathy, active listening, ego-less personality, orientation to action, the ability to create an atmosphere of trust among other skills… This type of team leader is absolutely critical in leadership today. In short, it is about having leaders who have the necessary skills to know how to develop their teams.

5. Emotional salary: is not money everything that counts

This term refers to the remuneration of the employee in a non-economic nature. The objective is to satisfy the personal needs of the employees in the sense of a better quality of life for them. According to a study, what people value most in an organization in times of Covid-19 is directly related to a better quality of life:

remote work
health insurance
the possibility to increase vacation days
the possibility for the company to finance part of the equipment necessary to carry out their work from home, and lastly
a direct aid in sports and psychological therapy

To finish up this article, we can see that we are facing a unique moment in the history of the evolution of the HR department and of the people management policy in the organizations. The role of the People & Culture departments has been the driving force behind the digital training of companies and the driver of team’s well-being. Definitely, we have never experienced such a VUCA (Volatility, Uncertainty, Complexity and Ambiguity) environment as our current one, it is one of the greatest challenges in talent management.