Employer Brand
Attract and retain the best talent
The image you project as an employer to candidates, employees and the general public has a considerable impact on the quality of your recruitment. This perception reflects your reputation and represents the quality of working life in your company.
Beyond what your organisation naturally conveys, you also need to work strategically on your employer brand to attract new talent and retain your employees.
Employer branding encompasses both the experience of candidates during the recruitment process and that of existing employees. A quality employer brand is based on :
- Internal and external communication
- Corporate culture,
- The working environment,
- Human resources management
reduction in recruitment costs
say that company culture is an essential criterion in their choice of job
find out about the company’s image before applying for a job
What is employer branding?
Your employer brand is the image you project as an employer, both to your current employees and to potential candidates. It includes your company’s reputation, its culture, its values and what it offers your employees. A strong employer brand helps to attract and retain the best people, by highlighting what makes the company a unique and attractive place to work. It is built through a variety of actions, such as communication, benefits, professional development opportunities and the overall working environment.
Did you know?
of employees say that a company’s reputation influences their commitment.
You need to develop your employer brand if…
Your company has a natural energy that is relayed by your employees, by your general reputation and sometimes by the media. There are situations where it is advisable to intervene in this halo of values.
- Change of corporate identity or strategy: you are adopting a new identity direction. This strategy must be accompanied by a redefinition of your employer brand to reflect this change.
- Difficulty attracting candidates: if you’re having trouble recruiting, now’s the time to review your employer brand to make it more attractive.
- Improving the quality of working life: where engagement is poor or staff turnover high, focusing on your employer brand can help provide solutions.
Boost attractiveness and loyalty with a high-performance employer branding strategy
Developing your employer brand in a strategic way brings certain advantages that can make all the difference in a sometimes saturated job market:
- Attracting the best talent: in a competitive job market, attractive companies recruit more easily. A strategy can help you stand out from the crowd.
- Retain and engage your employees: a clear corporate identity and a positive experience improve employee retention, reducing recruitment time and costs.
- Improve employer reputation: a consistent brand image helps to strengthen the company’s credibility, both internally and externally.
Actual Talent, your partner for a strong employer brand
To help you spread your values more effectively, we work with you to develop a service tailored to your specific needs.
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An Assessment of your Human Resources communication
Evaluation of your Human Resources communication
We carry out a complete analysis of your HR communications to understand what’s at stake. Our specialist consultants take a close look at your media strategy, the visibility and appeal of your vacancies, the experience of candidates on your jobs and careers site and your e-reputation.
Setting priorities
Following this analysis, we discuss with you the conclusions about your main challenges. Our HR experts will help you clarify or launch a structured project with a well-defined strategy. The foundations of your employer brand platform are put in place at this stage, which requires the involvement of Human Resources teams, managers and members of various teams. We ensure that your employer brand shines through with a plan tailored to each target: customers, candidates and employees.
Employee workshops
Immersion in your company is a key moment for us. We organise workshops, either face-to-face or remotely, to fully understand the experience of your team members and candidates. These discussions help us to identify any obstacles and to facilitate ownership of the project by all stakeholders.
Setting up a project group
Setting up a project group ensures that all the key players in the new strategy are perfectly coordinated. Human resources teams, managers, communications and marketing departments, general management and sales are all invited to take part in scoping meetings and collective workshops. We define the objectives together, with clear challenges, and the different visions are aligned to move forward together in the same direction.
Designing and implementing your strategy
At this final stage, we propose a concrete strategy to reveal your employer brand. We deliver a complete platform that includes your language elements, creative concepts, as well as optimised copywriting for your job offers and pitches to managers. We then provide you with a prioritised and budgeted roadmap for the effective deployment of your employer brand.
We’re here to listen
Control your HR communications with a strong employer brand.
Get support from our specialist consultants and become a key player in the job market.
The questions you most often ask us about employer branding
Employer branding brings together the elements that reflect your company’s identity as an employer. It includes communication, candidate management and quality of life at work.
A good HR strategy helps not only to attract the best talent, but also to retain employees and strengthen your company’s reputation and image.
You need to define clear objectives, work on the corporate culture and put in place a strategy on social networks and other channels to spread consistent messages. Actual Talent can help you do this.
Platforms such as Glassdoor or LinkedIn, as well as surveys, provide initial feedback on your employer brand. Indicators such as retention rates and staff turnover are also revealing.
We use several KPIs to measure the impact of your new strategy on your employer brand.
- The application rate
- The retention rate
- Employee commitment
- Your e-reputation and opinions on platforms
- Time to hire
It would be hard not to use social networks to develop your employer brand. Here are some tips on how to use them:
- Share authentic content highlighting your company’s culture through employee testimonials, videos of internal events or current projects.
- Use LinkedIn and Glassdoor, these professional platforms to promote your job offers and publish articles about your values and commitments.
- Encourage your employees to share their positive professional experiences on their personal profiles.
- Publish regularly, using visuals to show the atmosphere in your different workplaces and highlight your HR initiatives.
In general, you can see the first results after 6 to 12 months. You’ll see an increase in applications and better employee retention. For more profound changes, such as a change in the company’s overall reputation, the process can take up to two years. The key is to be consistent and to adjust the strategy according to feedback and indicators.
For the employer brand to be authentic and reflect the reality of the company, your employees will need to be involved. Here are a few ways of engaging them:
- Organise workshops to gather their ideas and perceptions of the company culture.
- Appoint volunteer employees to represent the company on social networks or at external events, as ambassadors.
- Promote your employees’ initiatives internally and share their successes to strengthen their sense of pride.
- Encourage employees to share their opinions via surveys or listening platforms.
- Lack of consistency: if the image you project to the outside world does not match the reality inside your company, this discrepancy can damage your reputation. Make sure that your communication is aligned with your employees’ experience.
- Putting your employees’ commitment on the back burner: a strategy must involve your employees. Neglecting to involve your employees can limit the authenticity and impact of your brand.
- Lack of monitoring and adjustment: not regularly evaluating the effectiveness of the strategy can lead to ineffective action. It is important to monitor key indicators and adjust your approach according to the results. We can support you in this process
Underestimating social networks: not using social networks to promote your employer brand deprives you of a great deal of visibility, particularly with potential candidates.