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How to strengthen your employer branding

The Employer Brand is a corporate concept that allows organizations to highlight their benefits, differentiating value, proposals and distinctive approach that allows them to be attractive to new talent in the market. Different authors refer to this as the ‘Talent War’, because companies fight to have a better team. 

The Employer Brand is designed to identify the DNA of the organization and what they want to communicate both to the team and to the talents they want to recruit. It is here, where the corporate culture is connected with the promise of value to the collaborator, evidencing the strength from within the company and how it generates impact abroad.

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The optimal construction of the Employer Branding strategy will motivate people to participate or remain in the organization. The communication channels, messages and the way in which the calls are transmitted play an important role in capturing their attention, so there are factors that will help develop a powerful Employer Brand.

The optimal construction of the Employer Branding strategy will motivate people to participate or remain in the organization.

4 important factors of the Employer Brand

1. Culture: 

It is related to the mission, vision and objectives of the organization, which in turn, connect with the purpose of the collaborator. Answer questions like ‘what, why, what for’. Likewise, the differential value of the company compared to the competition is reflected. This is why defining the organizational culture, but also transmitting it and living it every day, is so important.

2. Employee development opportunities within the company:

The leadership and training scheme managed by the organization is key to team development. In this line, training is vital for the evolution of personnel and performance management, and serves to have a close follow-up with collaborators, either to identify opportunities for improvement or strengthen their skills.

Finally, it is essential to connect organizational skills with those of the team at a tactical, strategic or operational level. Giving relevance to soft skills, strengthening and training, allowing the development of the Employer Brand to be made visible through the behavior and decisions made by each team.

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3. Work environment: 

The provision of a conducive physical and psychological environment will optimize performance within an organization. In this factor, the relationship between the leader and his work team is important. Statistics confirm that 80% of employee happiness depends on the leader; the implementation of assertive and optimal communication, as well as the health and safety provided by the company.

It is relevant to take into account the balance between work and life, the collaborator currently gives weight to this aspect, they want to feel comfortable, motivated to work, be seen as a person beyond being a collaborator.

Statistics confirm that 80% of employee happiness depends on the leader

4. Recognition:

Individual or collective recognition must be part of the welfare scheme offered by the company, since a collaborator who feels recognized and knows that his work has contributed to the achievement of objectives, will continue to give his best and increase productivity.

In this line, the recognition must not only be from the leader to his team, but there must also be a culture of reciprocity to recognize the work of the area heads.

On the other hand, the benefits for the collaborator must be consistent with the segmentation of their profiles. For organizations that work with different generations, it is advisable to make this division, because the needs are different in each case and it is in this sense that a greater impact will be achieved.

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How a timely communication strategy contributes to your Employer Brand

Communication must be transversal in organizations and must transmit the promise of value to collaborators. This process plays a fundamental role in understanding the needs of employees and shaping the company’s cultural scheme. Therefore, one of the results is the strengthening of the Employer Brand.

By consolidating effective communication, a positive dynamic, taste and participation will be generated by the collaborators, outside or inside it, managing to increase their sense of belonging. Likewise, the organization will increase its reputation, enhancing its strategy when recruiting human talent.

By consolidating effective communication, a positive dynamic, taste and participation will be generated by the collaborators.

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In a few words, the Employer Brand, executed together with a good communication strategy, allows it to position itself and be recognized in the market. That is why, when looking for collaborators, one must be sufficiently striking and different from other companies, in order to capture the attention of new talents without generating uncertainty.

Difference between Employer Branding and Endomarketing

When developing and strengthening the Employer Brand, it is necessary to understand what it consists of and what is its difference with Endomarketing, a strategy also focused on human talent.

Endomarketing, also known as internal marketing, refers to the actions carried out within a company in order to make its employees feel comfortable, motivated and happy. With this, their needs are supported and communication is used as a tool to take advantage of resources and identify opportunities for improvement. It is thanks to these elements that it is possible to optimize the productivity and quality of the activities.

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On the other hand, the Employer Brand seeks a favorable reputation of the company abroad, reflecting itself as an opportunity to promote the experience of those collaborators who want to join the organization. Taking into account the above, this element will allow its growth and greater competitiveness in the market.

Briefly stated, both Endomarketing and the Employer Brand allow a link to be established between the workers and the company, achieving optimal performance by the collaborator, and in turn, personal motivation and loyalty are enhanced. However, it should be understood that despite their similarity, both are used in different contexts, although they can work hand in hand as they focus on attracting and retaining talent. 

Both Endomarketing and the Employer Brand allow a link to be established between the workers and the company, achieving optimal performance by the collaborator, and in turn, personal motivation and loyalty are enhanced.

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