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8 november 2018
8 november 2018

EMPLOYER BRANDING: ONE SIZE DOES NOT FIT ALL

On 8 November, the Top Employers Institute organised a seminar on Employer Branding. HR professionals from various organisations were inspired by professional experts. One of the lessons learned: one size does not fit all. Not every candidate has the same wishes, so you can immerse yourself in your target group. And do so well before they become candidates. "We have to move from a candidate journey to a talent journey".

Employer Branding Seminar

In the crowded media landscape, it is becoming increasingly difficult for employers to get talent's attention. Moreover, employer branding is not a one-off and large-scale recruitment campaign, but companies should see it as a journey that a candidate makes. According to Bas Schreurs of Maximum, employer branding starts well before anyone starts looking for a new job. "Your brand - and therefore also your employer brand - is made by everyone: employees, customers, suppliers, competitors and (social) media. Every time you communicate with the world, you are engaged in employer branding. In the average seven months preceding an actual application, a talent has seen 10 to 15 times something of the employer.

Data as the basis for employer branding

According to Schreurs, companies should get away from thinking in funnels that capture as many candidates as possible and ultimately leave the best, but better concentrate on the long journey that talent makes. "We need to move from a candidate journey to a talent journey. Often a talent does not actively look at an employer, but if he looks, you have to be there. 

Sandor Snoeren of Brandchart also agrees. According to Snoeren, three dimensions play a role in employer branding: the campus, the labour market and your own organisation. Brandchart conducts research commissioned by employers into determining factors in the talent journey, such as familiarity, work drivers and employee satisfaction. Snoeren: "Employers should collect data and insights across the entire talent route, around which they can then build their branding strategy. 

Differentiation leads to higher conversion rates

Research by Brandchart shows that professionals from the same field can have different work drivers. For example, account managers put primary salary levels at the top of their priority list, but developers put it in fourth place. And 'challenging work' does not have the same definition for everyone. Snoeren makes the comparison with the lift to -1: "Look at your target group and then go one floor down. Research per function what drives people. One size does not fit all: by differentiating, your conversion increases. 

Concrete, unique and honest

According to Schreurs, defining an employee value position (EVP) is only useful if the content is truly unique. "I regularly see lofty phrases pass by: 'We have an open culture and get the best out of our employees'. On their websites, companies use the same stock photos of a diverse meeting table or table tennis IT staff. That says nothing about you as an employer. Make your story concrete and unique, show your own people. And be honest: make sure that the story you tell fits in with the story your employees would tell at parties. Otherwise, your careful branding strategy is useless. 

One brand

Marco Dalmeijer of Lidl Nederland is involved in positioning the well-known low-cost supermarket as an attractive employer brand. Two years ago Lidl mapped their EVP and built their employer branding around it. The supermarket group - which recruits 6,000 new employees per year - launched, among other things, an online platform on which its own employees are deployed as ambassadors. They adapt the content to the target group: vlogs for school pupils filling their subjects, radio commercials for truck drivers, a free shopping-winning campaign for students or a Lidl shop in a storyline of Good Times, Bad Times. Employer branding is also visible in the shops, for example on checkout bars and sidewalks. Dalmeijer: "Our consumer brand is one with our employer brand. After all, every customer can become a new employee.

Schreurs agrees: "Employer brand, consumer brand and corporate brand are actually the same. Employer branding therefore deserves a permanent place in the organisation. In HR or in Communication, as long as they can get it. At companies that have their employer brand in order, profits go up and outflow goes down. Of course it requires an investment, but employer branding ultimately only generates money.

Photo album Employer Branding Seminar

The photo album of the Employer Branding Seminar on 8 November can be found here.

 

Author: Ronne Theunis