These days, standing out and positioning yourself against the competition is not always easy. Yet that step is crucial if you want to attract the best talent. And the best talent is what we are all looking for!
What are the advantages of adopting and consolidating an employer brand?
A strong employer brand influences our employees, and from there it becomes possible to build a lasting relationship with them. Building a firm, solid image is not enough on its own; it has to create a genuine connection with the person in front of you so that it leaves its mark, its imprint. After all, that emotional power is what your employee will remember of their overall experience, and it will be the bridge between their sense of belonging and their motivation to stay with you.
What are the different dimensions when we talk about the employer brand?
At this forum, we had the chance to attend a presentation by Luc Durand, President of Ipsos, on "The employer brands Canadians find most attractive". According to that study carried out in August 2015, 9 dimensions turn out to be essential when we talk about how attractive employers are. These dimensions are valued to differing degrees depending on the generation, but they are no less important for that.
- The emotional connection
When a candidate is especially fond of a brand, they are eager to identify with it and to recognize it as a personal attraction. - Recognition
Coming out of a sense of accomplishment in their work, an employee who has a connection with an employer brand will raise their motivation and their drive at work. - Conditions and benefits
Whether through benefits, vacation days, sick days or job security, everyone wants good working conditions and an attractive salary. - Leadership and going further
A well-known employer brand is not only a sign of performance, it also puts forward a vision of leading its field. We are not necessarily talking about popularity, but rather about inspiration and about wanting to be part of a winning team. - The company’s staying power
When a company is well established, it creates a sense of security among employees. Knowing that your employer is here to stay is a motivation in itself. - Being ahead of the curve
With fierce competition in the field, you have to know how to stand out. To do that, renewing yourself by showing some daring remains to this day one of the best ways to get there. The companies that have brilliantly excelled in their field are the ones that knew how to create trends before the others. - Social responsibility
Having an attractive employer brand is not everything; what about its social involvement? The companies that are most sought after right now are the ones that know how to send environmental and eco-responsible messages by supporting the community through various actions. A green company is a positive vision for the world of tomorrow. - Flexibility
A company whose frameworks are too rigid can put off future candidates, because it shows a certain distance when it comes to accommodating them. The point is to be understanding and to listen to the needs and expectations of your employees. Happy employees are loyal employees, and everyone gains from it. - Reputation
Whether we are talking financially or about retaining our talent, a company’s reputation gives it a unique competitive advantage and lets it stabilize and place itself ahead of the competition.
And let us not forget that employees are our ambassadors: with the rise of social networks, the brand we will have spent years building can be destroyed in a single click.
What exactly is a brand ambassador?
They are a genuine showcase and a key player in getting your employer brand out there. Ambassadors make sure your values and your expectations are carried forward and, above all, they are the ones who give your customers an unforgettable experience. They are the people in the front line and crucial members of your team.
Through these various arguments, I hope I have convinced you that the employer brand is much more than a question of looks or cachet. It is a genuine pillar of your success and one you should never neglect!