Why is everyone talking about Employer Branding?

 

The transmission of the company's image and values ​​can happen in many different ways: through the discourse, results, and values, but there is more. People are increasingly becoming skeptical of corporate speeches and give more importance to what people say about companies and their actions. In this paradigm, employer branding comes in. It is a method that works and takes care of how its most direct prescribers perceive the company: the workers.

 

 

What does Employer Branding mean?

 

Employer branding is a series of actions aimed at workers to take care of the image that the company projects as an "employer brand." Thus, this trend works on the employees' environment and relationships with the company to promote and demonstrate the brand's values.

Until a few years ago, this concept was only imagined in large multinationals because perhaps it seemed difficult to carry out. However, this idea has been spreading, especially through start-ups, until it has become more common in all types of companies because the size of the company does not matter to carry out the employer.

As you can see, although it is an anglicism, this word is deeply rooted in the human resources environment around the world.

 

 

Which benefits does the trend have?

 

The benefits of employer branding are internal and external because internal actions reinforce the message the company wants to convey outdoors. In this way you get:

 

• The team’s motivation. Workers will be more attracted to the company, which will result in more motivated, productive, and proud teams.
• Facilitate talent acquisition and maintenance. If people know the benefits of working for the company, it will be much easier to attract the best talent. Nonetheless, people trust the information they know through acquaintances, social networks, or others, rather than corporative discourses. Following the previous idea, this situation also helps maintain the company's talent.
• The creation of a positive corporate image. The company's actions demonstrate its will with the claimed values, reinforcing the message to be better received by the client parties.

 

 

How does it apply?

 

It is essential that the actions are aligned with the values ​​and image of the company, in addition to the feedback of the workers, to create a positive work environment going beyond the workspace. Some examples:

 

• Teambuilding activities: Strengthens teams’ outside of the work environment. Through activities, it is possible to arouse relationships beyond the professional field and thus promote stronger ties.
• Emotional salary: Offering certain benefits to the workers of a company, simply because they are part of the team, is an added value from the company compared to others.
• Motivation: To achieve the desired environment, workers must be aware of all the actions that are carried out. Therefore, they should feel motivated and appreciate the company’s efforts. Listening to the team's feedback can help you know how to reach the expected result.
• Message delivery: For the message to reach external audiences, the company's social networks and website can be used, as well as motivating workers to share the activities on the social networks through contests, hashtags, or others.

 

 

However, there are endless ways to apply employer branding to a company. The most advisable thing is to go in the same direction with both the speech and the actions. This way, the activities will reinforce the company’s image, while providing a great time for the team!