The key to
 new talent
,

better retention

and

increased engagement with existing employees

If there is one thing digital natives can detect like a bloodhound from afar, it is social media fakeness. Millenials and Gen Z don’t tolerate “do it for the gram,” and if you’re guilty anyway, you get cancelled!

So stay, even in your employer branding, real.

People often still think too much that employer branding is about being cool. About “look how nice it is here”. But really, employer branding is more like a tinder profile that you as a potential employee have to match with. “Does the culture and tone of voice of this company match my own values?” “Can I be who I want to be here?” Those are more important messages to convey in your employer branding than “we are the champions” (unless you only wish to attract Queen lovers and hey no judgement here!)

Even in a relationship, you can’t keep up the façade you may have mistakenly put up at the start for long. One unguarded moment and there goes your cool image. So don’t do employer branding with image in mind but with substance. Find out how to do that here!

Destination “Strong Brand”

What is the USP of your EVP?

Anyone with children will tell you, the answer to the question “why” is not “therefore. Only with a detailed report will you get rid of the question. So when a potential employee asks why he should come work for you. Then you answer with your unique qualities as an employer. Your Employer Value Proposition. It is how to promote your company to potential talent and also how to retain your amassed talent. No idea yet? You obtain your EVP in 4 steps:

Step 1: Discover

An EVP with a focus on savings is different from an EVP to attract new talent. Therefore, you need to start gathering information from the parties involved. If you are looking for new talent, start with the talent you already have in-house and question them about why they like working for your organization. Also check competitors’ EVPs for inspiration.

Step 2: Analyze

Use the information gathered and create targeted survey ‘s to your employees to understand why, how, what. With focus groups, you then dive even deeper into the subject matter to get to the essence. Also consider freelancers you may be working with. They are on the edge of your organization and may see things just a tad differently. Divide the information into 5 categories (compensation, benefits, career, way of working and culture) and then answer the questions:

  • What drives the people who work for you?

  • Why do employees enjoy working for your company?

  • Why should employees leave?

  • And does everyone think the same or are there differences within the different groups?

Step 3: Design

Based on your candidate persona, you draw out an EVP. Each candidate persona has its own raison d’être and thus must be given its own proposal. Combine those EVPs until you get the Unique Selling Point of your Employer Value Proposition. What combination of compensation, benefits, career, way of working and culture makes working at your company unique?

Step 4: Launch

Onward with the goat, launch it! Make sure your team, website, job postings and external communications all have the same info and then deliver on the promises you proclaim!
attract talent

Brand ambassadors

Top talent can help attract top talent. Put the focus on fringe benefits and general well-being and give your employees something to brag about. This can range from nice perks such as an extra day’s leave, a bottle of wine or a trip with colleagues to investing in workable work to make it clear that this is about more than just driving in money. In today’s pop-up world, long-term vision is really something to go out with!

Make work of the Employee journey

Like the customer, the employee has his or her own journey that leads to success. To keep your employees happy, you need to know à la Jambers who they are, what they do and what drives them. That way you can keep them captivated and motivated. Therefore, establish about four personas and categorize what it takes to make them walk on clouds, turning each of them into brand ambassadors.

Your recruitment days are over!

Move over New Way of Working and make way for the New Way of Recruiting because the talent scarcity is hitting hard. In our blog about the renewed application process you will learn all about it, but your employer brand should also be related to the way you recruit. If your EVP is built around friendship, togetherness, one-to-one,…. don’t organize a job day where you invite 100 people! Practise what you preach is also the message here!

Need even more impact?

  • Find people, not resumes

    Did you know that the application process is in need of an update? After all, the job interview is the first offline touchpoint potential employees have with your company. We give you tips and tricks!

  • Why other companies do find talent

    In today's War for Talent, how will you still find the talent you need to grow your organization? To increase the inflow to your company, it is important to evaluate all your touch points with (potential) employees.

  • What kind of leader do you want to be (today)?

    For best results, strong leaders adapt their leadership style according to the situation and the employee. Anyone can learn to do that: read how here.