The importance of strong employer branding

Your employer brand forms the basis

In our opinion, the fact that companies are forced to be more aware of their recruitment is not a bad development. By actively considering what you stand for as an organization, what you do and, above all, why you are able to create your own employer brand (aka employer brand). And do yourself a big favor: investigate internally. Why do colleagues actually work at the club? What does she speak to? And what not? How did they come into contact with the organization (the brand) and how did they experience the application process? Great questions that give you an interesting insight into the experience of the current employees and thus actually provide insights about the group of people you still want to recruit.

In addition, it is wise to also look outside. Especially to the competitors: how do they present themselves and what is their employer value proposition and employer brand? Our advice: don't copy. Every company is unique. Make sure you understand what makes you distinctive and attractive. And what you stand for!

Determine the sweet spot

The sweet spot is where the answer lies to the question what the needs, challenges (and objectives) of the organization are and where you answer the needs of target groups. Where you also remove any barriers right away. By the way, determining the sweet spot is not something that just happens. To achieve real results, you need to go in-depth. Really zoom in. With one-on-one conversations, team sessions, surveys, etc. Start the dialogue and pick it up.

With this valuable input, you can also determine your employer value proposition (EVP). In it, you clarify what you have to offer (future) employees. And we're not just talking about primary and secondary employment conditions. The EVP is much more about the personality and values of the organization. Don't underestimate this. Job seekers are increasingly selecting for this. And that should actually be the case the other way around. Because this way, you can select all the right candidates who match the organization's culture and ambitions before the gate. So it's a win-win.

By the way, your EVP is not only important when it comes to attracting new colleagues, it is a promise you make, especially to current employees. And if you comply, you will increase the engagement and loyalty of your employees. They will then become real ambassadors for your (employer) brand. Tell the right story on birthdays, post enthusiastically on their social media channels, and ensure that customers also have a positive experience with your brand.

Customers will only love a company when the employees love it first - Simon Sinek

It's the experience that counts

Within labor market communication, we actually distinguish between two experiences; the candidate experience and the employee experience. The candidate experience is about a candidate's overall experience during the application process. And that is a broad term. From a first impression based on an entry post or display banner to filling out the application form, contacting the recruiter, the experience on the work at site and time to hire. Everything contributes to perception. And this includes many opportunities but also many pitfalls.

An example of opportunities:
Imagine your organization stands for personal. Then make sure that the potential candidate also experiences this way during the candidate experience. Send a personal email in response or better still: call! Let someone choose how they want to apply and choose a live or online introduction and the time. This immediately gives a good feeling and confirms the personal vibe that the organization exudes.

On the other hand, if the application process is at odds with the campaign message, the candidate will quickly drop out. If the application process is high-threshold, for example because you don't have a decent job site, the candidate will have left quickly. Eternally a shame! And while we're at it: don't forget the onboarding process. Because once the contract has been signed, you must of course also fulfill all those promises.

On the other hand, the employee experience is about the experience of the current employees. How do they experience the organization? Are they happy and satisfied, how does communication work internally and is there room for personal development and growth opportunities? This ensures that they are in a positive position in the competition and therefore also talk enthusiastically about the organization. They thus form important ambassadors and provide those oh so important word of mouth. There is a risk in this. An employee sees your promise, but at the same time realizes that it is not true. This incongruity can influence an employee's experience in such a way that he changes from ambassador to potential expatriate.

Tip! Make sure both experiences are aligned. Because nothing is more annoying than starting a new challenge with enthusiasm and then being confronted with a completely different reality in practice.

The company culture is the backbone of any successful organization - Gary Vaynerchuk

Employer branding campaign or employer branding communication: potato, potatho?

We often hear: isn’t it the same thing? The answer: definitely not. In fact, an employer branding campaign is part of your broader employer branding communication. Its primary focus is on attracting new employees, strengthening your employer brand, or raising brand awareness among potential candidates. A campaign is temporary—it has a clear start and end date. And while it may have a unique set-up and creative concept, it will always align with the overarching message at the heart of all your employer branding communication.

An employer branding campaign (also known as a recruitment campaign) often targets a specific audience with a specific message. Here, the so-called sweet spot is crucial: what does your organization have to offer and what are you looking for, versus what are the triggers and dealbreakers for the audience to even consider your offer? So what makes a good employer branding campaign? Simple: if you talk the talk, make sure you walk the walk. Know your worth, and act like it. Then, use a well-thought-out mix of media and channels, combined with a compelling and eye-catching message. That’s when the dance of attraction with your audience begins.

It’s important to consider where your audience is (channel), what you want them to do (goal), and how you can make that action as easy as possible (process).

Six tips for successful employer branding communication

We would like to list the most important take aways from this article for you.

1. Winning outside is starting inside.
   Explore, talk to employees, and learn. What do you have to offer and does that match their needs?
2. Formulate your employer value proposition (EVP).
   In doing so, stay true to yourself but take into account the wishes of the target group.
3. Outdoor button.
   Talk to future talent, do a quick scan of the competition to make sure that your employer brand not only matches who you are, but also meets the needs of the market. And don't forget: make him stand out from the competition.
4. Build your employer brand.
   And realize that this is an ongoing process.
5. Be distinctive
   Make sure you stand out above ground level. Because this is the only way to reach and seduce the target group.
6. Take a close look at the entire process.
   A kick-ass campaign alone is not enough. Be critical of the entire process and ensure that the candidate experience runs smoothly and positively.