ZOOMING IN ON A KEY MISSION IN THE HR FUNCTION
With the job market being quite gloomy, it is paradoxical to observe a veritable intra-company guerrilla war to attract and retain new talent. New strategies are being implemented to develop effective HR marketing, in order to target the candidates we really need.
Three pillars are essential to enhance your employer brand:
1. Understand what makes your company attractive
First and foremost, it is essential to understand the issues surrounding the employer brand and identify what makes your company attractive and the benefits that can be derived from it. This requires assessing what is being said about you (digital footprint), what you think is being said about you (reputation) and what you would like to be said about you (communication). To enhance your employer brand, it is also necessary to ensure consistency between the company’s values and the image perceived by its ecosystem (employees, partners, job market…).
2. Master all digital channels to implement effective HR marketing
More than two-thirds of students find out about employers through LinkedIn and a quarter through Facebook and Viadeo. It is therefore essential to be present and active on social networks and to master the various HR communication channels. It is now essential to use social media and communities to develop one’s attractiveness.
3. Engage your employees to make them ambassadors of your brand
According to a recent study*, 66% of employees are aware that they are brand ambassadors, but only 37% of them have already shared information about their company via social media. It is therefore important to involve their employees in order to develop corporate culture, engagement and virality. To anchor their brand throughout the employee’s «life cycle», it is necessary to recruit, manage careers and develop talent over time. For employees to be effective relayers, convey the information about the company and the messages to be relayed to them.
*Dynamic Signal – October 2015
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