Employer Branding, who?

To attract the best talent in the job market, companies have been betting on different strategies that go beyond a simple recruitment process. Nowadays whoever chooses the company is the candidate, and not the other way around.

In addition, talent management is increasingly considering the employee's experience and building a positive corporate culture. And it is in this context that companies have progressively sought to understand what employer branding is, being a recurring agenda in the areas of HR and company management.

But do you know exactly what employer branding is and how best to apply it in companies?

In a simplified way, it is appropriate to consider employer branding as a strategy that aims to build and maintain a positive image of the company. The difference is that the target is not the end customers, but the employees.

But in addition to knowing what employer branding is, we want to help you identify what is not related to this practice. These days, many people believe that what we see on LinkedIn is the employer brand. But this is just a one-off result or a marketing action to attract more candidates.
A cool environment, corporate communication, rankings, talent attraction projects and campaigns, onboarding kits and company gifts are not employer branding.

Conceptually, the tools used in the construction and management of the employer brand are a mirror of the techniques used by the marketing areas to manage the companies' brands in the minds and hearts of consumers and customers.
In other words, HR areas have been applying concepts to attract candidates, engage employees and retain their top talent in the same way that marketing is concerned with attracting and retaining customers and consumers.

There are many resources and analyzes that are part of this journey. However, some steps are fundamental and common to most employer branding projects in companies.

The first step is based on performing internal analyzes to understand the employee's experience, then analyze your competitors, defining the EVP, also known as employer value proposition, is an especially crucial step in the employer branding strategy. Creative processes will guide campaigns, actions and even the communication of your employer branding plan. Knowing that, it's time to make it happen! It is at this stage that all the planning and analysis are carried out. To start an employer branding project, start by defining who is responsible for each action and ensure that they are all aligned.

Finally, it is essential to evaluate your results and gather feedback. Remember that an isolated action does not define an employer branding strategy in companies. Each of them should be part of the strategy and have a connection with each other.