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Employer branding
December 9, 2020
1 min read
"Employer branding": The trendiest catchword in HR practices.
But what does it mean? Well, in terms of definition, that sounds easy: Is the tool used by organizations to present and promote their brand, values, and positioning as an employer. Mainly it represents the reputation of the brand as an employer. And that matters a lot (!) because if you want your company to succeed, you must attract and retain the most talented people in the market. For that, you need a strong brand.
Therefore, it all comes down to the (not always easy) answer to a simple question. How to create a competitive Employee Value Proposition (EVP)?
EVP means the specific offer of the company to the employee composed of attributes that convey a perception of its value as an employer brand. EVP is linked with salary and benefits, as well as promotion and career opportunities, but also with work environment (diversity, leadership perception, and work-life balance) and purpose (engagement with company mission and social responsibility, for instance).
Your EVP is crucial not just for candidates, future employees but also for current employees. It’s essential in the whole lifecycle of the employee inside the company, since the first contact with it.
From the point of view of Talent Acquisition, the candidate experience is determining. These two tips can make a difference:
- The selection process is a two-way road: the company chooses but the candidate chooses too! Give the candidate information about the company, the project, and the team. Make sure that he/she knows what the company expectations are;
- People invest time and expectations in the recruitment process, so make sure you give feedback in all stages to the candidates. Be transparent, be empathetic, be constructive!
In short, be honest when communicating your EVP internally and externally, and make sure that it engages people. Do not forget candidates and employees are your best brand ambassadors! Be a strong employer brand!
Samanta Santos
Talent Acquisition