{"id":24043,"date":"2021-07-05T17:06:00","date_gmt":"2021-07-05T15:06:00","guid":{"rendered":"https:\/\/staging.in-recruiting.com\/how-to-make-your-company-more-attractive-with-employer-branding\/"},"modified":"2022-04-04T17:22:21","modified_gmt":"2022-04-04T15:22:21","slug":"employer-branding-meaning-strategies","status":"publish","type":"post","link":"https:\/\/staging.in-recruiting.com\/en\/employer-branding-meaning-strategies\/","title":{"rendered":"How to make your company more attractive with Employer Branding"},"content":{"rendered":"\n

Employer Branding refers to all those strategies<\/strong> and tactics<\/strong> that a company, whether small, medium or large, puts in place to make itself more attractive to candidates<\/strong>, both active and passive.<\/p>\n\n\n\n

This is why this concept, which has become so fashionable recently, is usually associated with Human Resources and Talent Acquisition and Retention strategies. The company, therefore, bets on its ability<\/b> – and, if it doesn’t have it, aims to build it – to become a real brand<\/b> and be identified as a place<\/b> where almost everyone would like to work<\/b>. <\/span>
In fact, says Richard Branson, founder of Virgin also known for a whole series of actions, such as unlimited vacation or annual paternity leave, to meet workers’ needs:<\/span><\/p>\n\n\n\n

“Customers don’t come first. It’s the employees who come first. If you take care of the employees, they will take care of the customers.”<\/p><\/blockquote>\n\n\n\n

Let’s take a closer look at what Employer Branding is, starting with the definition and meaning and continuing with the players who make it possible, who the recipients are, what strategies to deploy and some examples of those who have done it.<\/p>\n\n\n\n

What is Employer Branding: meaning, definition and more<\/h2>\n\n\n\n
\"employer<\/figure>\n\n\n\n

If you care so much about your digital and offline presence so that people understand what it means to work for you<\/b>, what values you believe in<\/b>, what benefits you offer to employees, how much attention you pay to their well-being with various initiatives and – why not – outlining how the career path unfolds, it all makes you not only more attractive, but makes you stand out from the competition<\/b>. <\/span><\/p>\n\n\n\n

Employer Branding is all that, but it’s also so much more. To think that it is a “discipline” that pertains only to the HR world, however, is reductive. In fact, it is a true marketing activity<\/b> and, as we know by now, it is clear that this function and that of human resources are increasingly connected, so much so that we often talk about recruiting marketing<\/a>. <\/span><\/p>\n\n\n\n

Therefore, working on the degree of attractiveness of a company in order to bring out characteristics that lead the best candidates to choose it, means contributing to improve the whole brand.<\/b><\/span><\/p>\n\n\n\n

That’s why when we talk about Employer Branding this is not far from the activities of social media marketing or content marketing, but is fully part of everything a company can do to attract people to itself, whether they are potential customers or candidates. <\/p>\n\n\n\n

The importance of corporate reputation for Employer Branding<\/h3>\n\n\n\n

There’s another aspect: if we talk about a brand’s ability to attract the best candidates, we always think about what the company can do, but we also have to consider what the company doesn’t do<\/strong>. It becomes important, then, to make a distinction between building a brand as an intentional <\/strong>employer and an unintentional one<\/strong>.<\/p>\n\n\n\n

While, in fact, as a company you can deploy various strategies to promote yourself, your reputation can be affected by things you can’t control.<\/b><\/span><\/p>\n\n\n\n

To give you an example: when you don’t curate your recruiting efforts with giving feedback<\/b> to candidates after the interview, this can boomerang. While saying that the company is doing great and showing on LinkedIn, for example, the latest event organized for employees, on the other hand there may be those who, not having received a response despite a “We’ll let you know”, are leaving a negative review<\/b> on Glassdoor or Trustpilot. Or again: they may write a post on Facebook, LinkedIn, a tweet without tagging the company.<\/span><\/p>\n\n\n\n

That’s why, in view of Employer Branding, an ATS software like In-recruiting<\/a> can help a lot: you avoid to miss this important aspect of the relationship with the candidate, managing at best the database and presetting an automatic response that, anyway, gives a feedback to the candidate. <\/span><\/p>\n\n\n\n

On the other hand, it must be said that among the actions that cannot be controlled there are also positive ones. Like, for example, when an employee, happy to work in your company, shares that experience with friends and family, says so on social media and, if there is a vacant position, can propose to someone they trust to apply, speaking well of the company. <\/p>\n\n\n\n

Who is responsible for Employer Branding?<\/h2>\n\n\n\n
\"employer<\/figure>\n\n\n\n

At first glance this question would be answered: Human Resources. And this is true, but only in part. Or rather: if we refer to the so-called “official” activities, who better than HR?<\/p>\n\n\n\n

This division has the task of taking care of people from the moment they begin to “fall in love” with a company and making sure that this happens, until the relationship begins for all intents and purposes. But since several factors come into play in attractiveness, Employer Branding certainly involves other figures<\/b> such as:<\/span><\/p>\n\n\n\n