Working on your employer brand has significant advantages. Among other things, this makes it possible to attract new talent, to better integrate them into a company, or to retain employees. But building a strong employer brand is not enough: you need to know how to value it, in particular by communicating effectively around your identity. Here are 3 tips to communicate effectively around your employer brand, and thus make a difference compared to your competitors.
1 - Define who you are going to talk to
To communicate effectively around your employer brand, it is first essential to define, as precisely as possible, who you want to address.
The potential candidates
When it comes to employer branding, the first people you think of will certainly be your potential candidates. It's about talents that you would like to recruit. Even if their profile (age, experience, field of expertise) is different for each position to be filled, they certainly have a whole set of common characteristics. For example, you can define their values, their interests, or even their opinions on certain key topics.
Knowing the profile of the people you want to reach is essential to communicate well with them.
Your employees
While attracting new talent is often seen as the main challenge of The employer brand, you should not forget that the Retention of your employees is also essential. Therefore, your communications should not only be aimed at new talents, but also at your employees. Keep this in mind when defining the outlines of your editorial strategy.
2 - Use different communication channels
For effective communication, it is important not to focus on a single channel, but rather to disseminate information to different places. The Internet now offers a multitude of ways to express yourself: it's up to you to find the ones that correspond to your needs and the interests of your targets.
Your website
Your website is the first place where you can express your employer brand. It must be ergonomic, transmit clear and relevant information to your users, but also reflect an image of you as transparent as possible. Feel free to create A career site if you think it is relevant. He is intended for candidates and aims to present the company and its various professions.
Social networks
For any business, it is now essential to be present on social networks. However, it is not mandatory to have a page on each of them. Try to define who seems to you the most relevant, both for you and for your target. Focus on the ones you think are of the most interest.
Communicate through its partners
Whether institutional or private, your partners carry both your values and commitments. Through them you can touch a new and qualified target. So do not hesitate to establish links with companies, universities or research institutes, in order to promote your employer brand to a new audience.
Build a powerful employer brand!
Download our guide on creating and promoting your employer brand. Get practical advice and proven strategies to attract, engage, and retain talent.
In this guide, you'll learn about:
- The keys to creating an attractive employer brand.
- Strategies to engage and retain your talents.
- Concrete examples and best practices.
3 - Use the strength of your employees to communicate
Finally, the people who talk best about you are the people who know you the most. If some of your employees are volunteers, encourage them to talk to others about your company.
Indeed, your employees are your best ambassadors. If they are satisfied with their working conditions, the recognition you give them, the management or the actions you put in place to promote their well-being, they will talk about you well around them.
Hearing positive stories about a business from someone you know can have a lot of impact. Indeed, we trust spontaneous feedback from those around us much more than we trust statements found on an official website.
For the people who work for you to want to become ambassadors for your company, it is important that they have a good employee experience. Commitment within your structure is also essential: a disengaged employee cannot be motivated to pass on positive information about his business around him.
You now know 3 actions to take to communicate effectively around your employer brand. Do you want to build an employer brand that really suits you and promote it to your targets? Do not hesitate to contact us to find out more!
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