At Findjobhub.com we are using cookies
Cookies are necesary to pass you the best user experience of the website. Read more
Your feedback is impotant to us.
Yes please, companies may contact me
Do you already have an account? Login now
Prices is excluding VAT
No a user yet? Sign up now
Reset your password below
Employer Branding is the way a company markets itself to the outside world in order to appear as a good workplace. That way, the company can attract new and qualified applicants.
Therein also lies the answer to why Employer Branding is so important.
Why Employer Branding?
With the help of Employer Branding, the company differentiates itself fromit's competitors. Employer Branding gives the company a unique advantage - also called a UVP (Unique Value Proposition) whereby the company's brand is or appears better than the competitions' brand. We will get back to what good Employer branding is, but it's basically about:
With this in mind, we can look at what employer Branding means:
Employer Branding is a concept in marketing. With employer branding, the company can market itself an attractive workplace.
Employer Branding has two target groups:
So what makes a strong employer brand?
Therefore, it is up to the company to communicate the real corporate culture - to avoid creating an erroneous image of the company.
For a new employee can quickly see: If the workplace on a daily basis is completely different from what was promised for the job interview. And the natural consequence will be that the new employeequickly stops in the company again - which will create:
So the good question is: How do you work with Employer Branding?
Employer Branding is just one part of the communication strategy, but in many companies the focus on Employer Branding is so valued that there are one or more employees who work exclusively with Employer Branding. If you choose this, it is also easier to implement an effective Employer Branding strategy.
So let's look at: How to make an Employer Branding strategy?
A good Employer Branding strategy includes:
But: What is an EVP?
3. Flexible working conditions
You can also read more about EVP here.
Now that we have looked at the branding strategy and EVP, we are ready to focus on how employer branding is carried out when internal employees need to be motivated to stay in the company - and new employees need to be attracted:
When we talk about employer branding as a discipline, it includes all channels through which you communicate with internal and towards new employees. It can be the company's:
In the job section on the company's website, in addition to job postings, you can:
Let employees write text and make videos
Provide career related information: Is it possible to become an intern, participate in a graduate program or hold an open day?
And it is precisely in this area that Employer Branding has undergone the greatest development in recent years.
Because - previously, where you could just make one job advertisement, and possibly participate in a career day at a university - today you have to have far more touch points, to attract new employees - and you have to use new media types (which we will elaborate on in just a moment).
Touch points are used to create the optimal customer journey:
So how do you do that? You can do this by using:
than we did previously, which leads us to the last point, namely video:
An Employer Branding video is a great trick to provide reassurance in the customer journey, and a lot of answers to everything that the applicant typically wants to know before a job is applied for.
You can have one or more employees appear as ambassadors, and ask questions such as:
Please note that these are open questions. That is, as an employer, do not instruct the ambassador in what to say!
In an Employer Branding video, the employee must appear natural, and thus credible. Alternatively, you can be 100% sure: That the video seems commercial, it has no value - and in worst case - a negative value to the applicants only.
For the younger part of the field of applicants - today is lightning fast to decode whether it is a natural - or commercial message.
Just the fact that your employer branding video is passed to the receiver by the company, creates a commercial premise, but it should not be substantiated by the fact that the Employer Branding video oozes that an advertising agency has been inside and made the video delicious in terms of: Colors, sound, lighting, editing and has a perfect background music.
Instead, strive to make a video with a high degree of authenticity.
If you would like to see an example of how to combine everything you have read above, click here:
See an example of an Employer Branding campaign.
Copyrights © Ungarbejde.dk ApS. All Rights Reserved