Recruitment difficulties, new employee expectations in the wake of the health crisis... talent retention is becoming an increasingly important part of HR policies. Employer branding, often seen as a recruitment tool, is also an asset for building employee loyalty. Merih Gauter, recruitment and employer branding consultant and trainer, takes a closer look.
Many employees are questioning their professional priorities and life goals. This desire to go elsewhere, which emerged during the health crisis, is now being expressed through the "big resignation" phenomenon, which is exacerbating the shortage of talent seen in recent years in certain business sectors. Talented people now feel free to choose the working environment that suits them best.
That's why, now more than ever, companies are looking to keep their talent engaged. But how can they do this?
Employer branding is one of the main keys to making a lasting impression as an employer of choice. It is a long-term project that requires specific in-house resources.
Employer branding is not just about recruitment
The first idea we have of employer branding is that it is used solely for recruitment. On the one hand, this is not entirely untrue. On the other hand, even if the primary objective is to attract candidates, employer branding is also used to build loyalty. In fact, it is expressed both to people who have just been hired and to people who are about to leave. It applies to all forms of collaboration, whatever the legal nature of the contractual relationship. Trainees, apprentices, consultants and external service providers are therefore targeted in the same way as company employees.
Create a talent experience and manage it from start to finish
Employer branding must therefore be deployed at every stage of a person's career with the company. In general, the traditional stages of recruitment and promotion are the most important.on boarding for new arrivals are well mastered, although there is always room for improvement.
But what happens next?
Make your employees the best ambassadors for your employer brand
70% of working people are on LinkedIn. On social networks, you can talk about anything and everything. Where it gets interesting for companies is when employees describe their working lives. And above all the good things: having a coffee with colleagues, being able to bring your pet into the office or the flexibility offered by the employer in the case of sick children. It's free publicity for the employer. The company's image, conveyed by the employees themselves, is perceived as more authentic. Putting in place a " employee advocacy "This is the perfect way to encourage them to express themselves on the networks, while rewarding them for doing so. In this way, your employees become the best ambassadors for your brand and your corporate culture.
Finally, when someone leaves, we should dare to ask what the company could have done to retain the person. Clearly and transparently. This healthy questioning is ultimately an opportunity to improve.
Employer branding: loyal talent... with strings attached
Turnover is inevitable. It's even healthy to renew teams and bring in new blood. However, when the snowball effect starts to take hold with more frequent departures, it becomes essential to know what works and what doesn't. In other words, you need to identify the reasons for these multiple departures so that you can take action, if necessary. In other words, we need to identify the reasons for these multiple departures so that we can take corrective or preventive measures if necessary.
Giving employees a voice
Taking the temperature of your business on a regular basis is by far the best way to identify strengths and areas for improvement. In particular, it enables you to find out how your employees perceive your decisions, or how the crisis has affected or is affecting the way work is organised. Questionnaires and surveys (anonymous or not) are all ways of giving them a say and getting feedback on your actions. Your employees certainly have a lot to say!
Involving them in the process
Using existing teams to define action plans is a good way of rallying the troops. Employee ambassador programmes, tutoring and mentoring can involve all levels of the company. These actions increase the sense of belonging and support for the company's values. The idea is to work together to find concrete ways of improving the working environment.
Building talent loyalty through employer branding is a long-term approach that needs to be adjusted at regular milestones. This approach can be managed within the company by an "employer brand" manager as part of HR marketing projects. Every company is unique. That's why your employer branding initiatives will certainly be unique too, and that's a major advantage. By demonstrating your uniqueness while remaining authentic, your employer brand will enable you to stand out from your competitors and attract and retain the best people.
