In search of meaning and recognition, young graduates are becoming increasingly difficult to recruit. To attract and retain talent, it is now essential to enhance your company's image through an attractive employer brand. The brand platform is the DNA of your company and a lever for developing your employer brand. This essential tool in your communication strategy defines the vision, missions, and values that shape your company's unique identity.
Popularized in France in the early 2010s, the concept of employer branding refers to the image a company has among its employees and future candidates. It is based on the advantages that an employee sees in working for a given company: the interest of the tasks performed, working conditions and atmosphere, remuneration, career prospects, etc.
The employer brand analysis is structured around four areas:
In a rapidly changing cultural, social, and economic context, companies are finding it increasingly difficult to recruit qualified candidates. Beyond salary and career prospects, the younger generations, in search of meaning, favor job offers that are in line with their deepest aspirations: work-life balance, civic and environmental engagement, flexible working hours, mobility, and international opportunities, etc. These values are popular among start-ups and highly prized by young graduates. Developing your employer brand is therefore essential to stand out from your competitors and attract new talent.
Internally, a well-managed employer brand promotes a sense of belonging and commitment among your employees, which increases their motivation and involvement in the development of your business. Taking care of your employees also reduces absenteeism and turnover, saving you time and money in terms of recruitment and training. There is no better ambassador than an employee who is happy and satisfied with their working conditions, thereby contributing to your brand image. This is particularly true among potential candidates, creating a virtuous circle.
HR marketing consists of strengthening the company's positive image through its employer brand and promoting it through effective internal and external communication. As with any marketing strategy, the message conveyed must be tailored to your different targets, consistent, and authentic. In the digital age, the web is an essential communication tool. While most recruiters use the internet to find out about candidates, the reverse is also true: almost all applicants research the company's reputation online before submitting an application. Managing your employer brand therefore requires an effective digital strategy, including:
Far from being limited to hiring issues, developing your employer brand requires a comprehensive approach to your company's brand identity, formalized through the creation of a brand platform. Through the expression of a strong brand, the brand platform highlights your strengths, affirms your uniqueness, and thus represents the strategic foundation of your employer identity. It structures your message, ensuring consistency and authenticity in order to convey a positive external employer image. As a management tool, it also allows you to communicate internally with your teams, uniting them around a common commitment and thereby improving your internal employer image.
The brand platform is the true DNA of your company, a summary document that defines its essential characteristics. While there is no single model, it generally specifies the following elements:
A reference and sharing tool, the brand platform is a guiding principle that influences all decisions, guides all actions taken, and therefore plays a key role in the life of the company. Its construction must be the result of in-depth collective reflection, carried out in consultation with all stakeholders in the company in order to have the most accurate and faithful vision possible. To this end, you can seek the assistance of a specialized agency to benefit from its expertise and an objective outside perspective.
