Attracting and retaining talent in an increasingly competitive world of work is a real challenge for businesses. Building a strong employer brand is therefore essential to stand out from other organizations. Here we invite you to discover 5 employer brand trends to make a difference in a tense job market.
Definition of employer brand
When We Talk About Employer brand, we refer to the image or reputation of a company as an employer, both internally and externally. This includes its values, the way it communicates, its human resources management policies, etc. Developing a strong employer brand plays an important role in attracting and retaining talent.
The 5 employer brand trends 2023
The arrival of generations Y and Z on the job market has caused some changes in the way talent is attracted. Indeed, remuneration is no longer at all the only criterion considered by workers when choosing their company. Here are some new trends that allow Meet Their Expectations.
Responding to the Search for Meaning of New Generations
French people, especially the youngest, are increasingly attached to the values and societal commitments of their company. They want to carry out missions that are meaningful to them and that make it possible to create a more sustainable and equitable society.
A current trend in terms of employer branding is therefore to align company values with the need to contribute to a fairer and greener world. This can involve the implementation of strong CSR policies, more diversity within teams, the desire to innovate to better protect the environment, etc.
The health crisis played a role in this search for meaning: it allowed a certain number of French people to take stock of their professional situation and to ask themselves questions about the meaning. Offering missions that have a useful purpose for society can now make a real difference in the job market.
Offer More Organizational Freedom
While the crisis allowed workers to take the time to reflect on the meaning of their missions, it also had important consequences on the way they worked and organized themselves.
For example, teleworking has been widely applied, leaving employees with more flexibility and freedom in how to organize themselves. While some did not appreciate the experience, many have taken a liking to it and now want more freedom and autonomy in their daily work.
Offering more flexibility in everyone's organization (schedule, teleworking, etc.) is now a real advantage in attracting talent. It is also a proof of trust granted to employees.
Valuing Professional Development
Among employer brand trends, we can also mention the fact of highlighting skills development and professional mobility.
Setting up training courses or real support programs to evolve is a real asset for companies. This allows talents to look forward to many years of collaboration, with the possibility of diversifying their missions and having more and more responsibilities. This can therefore be very attractive for people who want to value their potential.
Managing in a participative way
Setting up decision-making and problem-solving processes that fully involve employees is also a good asset for your employer brand. While many companies continue to apply very hierarchical and pyramidal management, the Participatory management Allows you to stand out.
In addition to being an effective employer brand trend in attracting talent in search of responsibilities, this makes it possible to significantly increase employee engagement, well-being and personal development. It can also be very useful in retaining them and thus maintaining your workforce for many years.
Setting up Teamstarter in your company
The implementation of certain tools, such as Teamstarter, can also play a role in a company's employer brand.
In fact, 84% of the employees of our client companies believe that the mention of Teamstarter Was a highlight in their job interview. This crowdfunding platform allows employees to propose projects to their colleagues. Each month, the company allocates a budget to its employees, which they can dedicate to the idea of their choice. Project leaders can then implement their action as soon as the necessary amount is reached.
Offering this type of tool to employees has a significant impact on their commitment and their level of motivation. It is also an employer brand trend appreciated by potential future recruits.
Other tools can play an important role in employer branding. It's up to you to find the ones that best fit your needs.
How to promote your employer brand?
Now that you know the trends in employer branding, it's important to know how to properly highlight your actions.
Communicate effectively
Communication plays a key role in promoting your employer brand.
First of all, social networks are a privileged place to promote your vision, your missions and your CSR actions. Do not hesitate to use the video format, which is much appreciated by younger generations (and algorithms).
You can also dedicate part of your website to employment. This makes it possible to highlight your vision, the working conditions of your employees, the management style practiced in your organization, etc.
Finally, take care of your ads on employment platforms: your employer brand must be reflected in all your communications to potential future employees of your company.
Count on your employees
Finally, you should know that Your Best Ambassadors Are Simply Your Employees. If they are committed enough to their business, they can talk about it in a positive way. It is one of the most effective ways to communicate a company's vision to a network of people who don't know it.
Employer review platforms are also multiplying. Positive reviews on this type of site are also very effective in sharing an employer brand with a large audience looking for work.
The employer brand is decisive in recruiting employees within a company. You now know 5 trends to attract new talent to your workforce and to retain those who already surround you. Do not hesitate to invest time and financial resources in your employer brand: it is a really effective factor in engaging your employees and improving the overall performance of your organization.
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