10 tips on how to strengthen your employer brand
If you work in marketing or HR, you're probably familiar with the concept of employer brand, which is about how a company is perceived by current and potential employees. Employer branding has been increasingly on the agenda in recent years and if your company has not yet started working on this, now is the time. We give you 10 points to start with!
Benefits of a strong employer brand
The term employer brand was coined in 1996 in the Journal of Brand Management and has since become increasingly accepted. Overall, employer brand is about how you work to strengthen your company's employer brand towards job applicants, employees and former employees to improve attractiveness.
There are many benefits to having a strong employer brand. As well as making it easier to attract new staff, it also strengthens relationships with current employees and contributes to a positive workplace culture. Employer branding covers everything from leadership and values to company culture, career opportunities and social work.
Getting started with work
Want to get started with your employer brand but don't know how to go about it? We give you 10 points to start with.
1. anchoring in culture and values
Like many things, your employer brand should stem from your brand's culture and values. What is important to us? What do we believe in? And how do we want to be perceived by our employees? Find your company's core and clearly define who you are and how you want to be portrayed.
2. offer attractive benefits
These days, a free chair and a monthly paycheck are not enough. Today's savvy younger generation demands more from their employer, and when it comes to job hunting, many are scrutinizing company benefits. Are there opportunities to work from home? To get a wellness allowance? Extra vacation days? Think about what your company can offer and how it can attract new talent.
3. Focus on development opportunities
Working on the same tasks in the same workplace for many years is not attractive to today's job seekers. For today's employees, it is important that the company offers skills development and opportunities for advancement. What are the career opportunities in your company and how can you communicate them at an early stage?
4. creating an inclusive work environment
To build a successful employer brand and offer an appealing work environment, it is important that everyone feels welcome and respected. Work on breaking norms and dare to touch on topics that can sometimes feel taboo. For example, offering free sanitary towels in the toilets can be a way to be more inclusive towards female employees.
5. Have transparent communication
It is important that employees feel part of the company, and that they have the opportunity to communicate with the company's management in an open and relaxed manner. Everyone at the company should be able to participate and influence the organization's development. This creates good cohesion and a strong sense of belonging.
6. Establish a strong digital presence
Employer brand is not just about internal efforts, it must also be communicated externally. To attract new workers, it is therefore important to show what you do. Sharing pictures on social media about everyday life within the organization can be a good strategy to strengthen your employer brand.
7. Create a positive candidate experience
For people interested in working at your company, it should be easy to get in touch. In addition to an interesting and informative careers page, the whole recruitment process should be seamless and give a good impression of the organization. A positive experience also increases the likelihood of candidates accepting a potential job offer.
8. Giving back to the community
For today's generation, it is important that a company has a greater purpose than just making a profit. Being involved in community engagement or running your own charitable projects is often seen as positive and can be a deciding factor when a candidate is weighing up two job offers. Make it a habit to talk about your company's social responsibility in a humble and informative way.
9. Make room for creativity and innovation
To make your employees feel stimulated and appreciated, it is important to keep creativity and innovation in the organization at all times. All employees need to feel that the company is moving forward and evolving towards something new. Innovation and ambition are also two qualities that often attract new talent.
10. Have fun along the way
It doesn't matter how much you as a manager do for your employer brand if the rest of the employees are not on board. A strong employer brand comes from within and as long as employees are happy and genuinely enjoy their workplace, much will come naturally. So keep having fun and treat yourself, and you will go far!
Navigator can help you with your employer brand
If you want to do a larger and more comprehensive work on your company's employer brand, we at Navigator are happy to help. We have extensive knowledge of employer branding and have over the years helped several companies to rethink and rethink.
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