Retaining your best people and attracting new talent. Two crucial factors in the growth of any SME. And in today’s war for talent, these two factors have become real challenges. Why is turnover rising while the influx of new talent is decreasing? Questions that many companies can no longer answer. Help comes from an unexpected corner: your communication agency. In the form of strong employer branding.
Let’s rewind a few years. What did you do back then when looking for a new colleague? Write a job description, place it in the newspaper, and wait for the first candidates to apply.
Those days are definitely over. Because what is the result of that exact same approach today? A few interesting candidates at most. Some companies consider themselves lucky if there is any response at all – interesting or not.
How can my communication agency change that? Isn’t that a pure HR matter? Not quite.
Often, the problem lies with your company as a brand.
How so? I already invest in my marketing and communication, don’t I? Undoubtedly. But chances are you’re aiming all your arrows at your customers, and forgetting to provide ammunition for your (future) employees.
Employer branding views your employee as a customer. A person you need to convince. Not to buy something, but to work for you. A decision that has a huge impact on our lives.
Well then, how do you convince them to choose you? What does your brand stand for? What does it mean to work for you? Why you and not your competitor?
In short: what is your USP for your employees?
That positioning, whether it’s for a customer or an employee, is our area of expertise.
Together, we build a brand that stands for something. That starts with a culture study. What is going on within your company? What are the values that connect your employees? To what extent do they match your company’s core values?
Based on those results, we develop an employer branding strategy. Not just a single job posting. Not just one image film. But a strategy that offers a clear solution to reduce turnover and increase recruitment.
We translate that employer branding strategy into an action plan, with goals and action points for both the short and long term. For internal and external communication. Naturally tailored to your target audience, because selecting the right channels is incredibly important. Take McDonald’s, for example. This fast-food chain is constantly looking for young people: students willing to work via the flexi-job system. They do this in a fun way via WhatsApp, with excellent results and a higher influx than a traditional job posting would ever generate.
This brings us to the final ingredient your communication agency adds: creativity. The inventiveness needed to make your employer brand stand out.
Want to know more about employer branding? And how this approach can be a solution to the challenges you face? Let’s have a chat!