The job search is far from working as it did 30 years ago. Nowadays, candidates can find thousands of opportunities online. What does that mean? It made it much more difficult for me to guarantee the retention of dissatisfied professionals.

Employer branding is a crucial strategy for winning over increasingly demanding candidates and professionals and standing out in an increasingly competitive job market.

Because, regardless of whether they are aware of it or not, the workforce will always form an opinion about your brand. Therefore, it is best to work on your employer branding strategy to ensure a positive and attractive image.

What is employer branding?

Employer branding is the management and projection of the brand to internal employees and potential candidates. It is translated from English as “employer brand” and encompasses the reputation, values and organizational culture that a company transmits to the job market.

Your employees are brand ambassadors and they are the ones who will answer the question: “What is it like to work there?”

By betting on a healthy work environment, career plans, emotional salary and flexibility, it is possible to obtain a positive response and attract great professionals who are looking for good conditions to give their best.

It is necessary to take into account that this strategy does not only involve the company's human resources, but all stakeholders who have a role in promoting employer branding.

Why is an employer branding strategy important?

The generations that are entering the job market tend to value other aspects besides financial retribution.

According to a study carried out in 2022 by Indeed, 94% of people research the reputation of companies before applying, and 54% choose to leave a job when they consider the environment toxic.

This reveals the importance of a strong and motivating employer branding strategy that overcomes candidates' objections and is an added value in the competition for the best talent. Even more so when it comes to filling positions with specific technical needs.

The objective is to save effort and reduce hiring costs, attracting professionals to your company independently.

On the other hand, employer branding has the potential decrease turnover rates, form high-performance teams and improve productivity.

What are the best employer branding strategies?

How to promote employer branding? The first step is to be a good employer and the second is to communicate your initiatives and good recruitment and talent retention practices.

To become a good employer, you need to consider all your interactions and relationships with people linked to the company, whether you hired them or not. Follow these 7 strategies to become a reference in the job market!

1. Define your company's value proposition

What is the value of your company? What sets you apart from the competition? Professionals need to know this answer before applying for a job at your company. Therefore, it is essential to establish a unique value proposition.

Your value proposition must be aligned with the needs of your consumers, but it must also communicate directly with candidates and employees.

For example, EDP's mission statement: “Our vision is to be a global energy company, a leader in value creation, innovation and sustainability”, is used on its Values page to promise an environment of constant development and learning.

By defining the mission, values, vision and culture in your employer branding strategy, candidates can analyze and decide if they want to work at your company.

2. Assess your brand reputation

Do you have a real idea of your company’s reputation among candidates, employees and other professionals?

By conducting brand analysis, sending internal surveys, examining recruitment processes, and monitoring your social media and career site reviews, you're getting the feedback you need to create an employer branding strategy.

Find out: How would you describe the company to a friend? Why did you choose to apply? Why did you choose to accept/refuse the offer? Why do they stay at the company? Why are they leaving the company?

The idea is to identify what you are already doing well and what you can improve to ensure a better working environment and a strong, positive reputation.

3. Be transparent

Being transparent, genuine and honest is a commitment that all companies must make. Doing the opposite may bring more harm than good.

Hence the importance of not making false statements and promises about your values, culture and job proposals. Sooner or later, the truth ends up being revealed and candidates and professionals may feel deceived.

Also, try not to ask for and retain only positive feedback. Negative feedback can help you increase the level of satisfaction of your employees and candidates involved in your company's recruitment process.

4. Use the marketing at your disposal

When implementing an employer branding strategy to improve the market's perception of your brand, take the opportunity to publicize your actions.

Take advantage of your profile on social media, create a careers page and promote internal marketing and recruitment initiatives.

Also share testimonials, success stories and a behind-the-scenes look at your company culture so candidates get a true sense of what it's like to work at your company.

5. Bet on onboarding

Onboarding is the process of integrating new elements into a team. It is the employee's first impression of the company, which is why a bad experience can have negative consequences.

Good onboarding serves to motivate employees in relation to their functions and tasks, and promote a good image from the beginning.

By involving new employees in the company culture and providing them with the necessary guidance and tools, you are ensuring a smooth transition, greater talent retention and more productive teams.

6. Offer development opportunities

One of the main reasons why many professionals change jobs and companies has to do with the need for new challenges. But there is an easy solution to this.

Invest in the training and professional development of your employees, creating learning programs and career plans, it's a great way to show your commitment.

Furthermore, by proposing new challenges to your employees, you help increase their motivation and commitment to work.

But this is also an opportunity for your company, since by developing the skills of your employees, you are also increasing their value and productivity. In the end, everyone wins.

7. Promote a good work environment

Your employees are your brand’s main ambassadors. They are the ones who disclose the internal reality of the company and can answer the question: “Do you like working there?”

Therefore, an employer branding strategy only works when your employees are satisfied and actually enjoy working at your company.

To guarantee this level of satisfaction, it is essential to prioritize a good working environment, with attractive conditions, flexible schedules, diversity and inclusion policies, focuses on team building and a spirit of mutual help and innovation.

It is more than proven that happy employees increase the quality of products and services provided by a company!

Successful examples

It is not enough to promote on your social networks that you have a Ping Pong table at your workplace or create a careers page with opportunities whose applications go unanswered. Employer branding goes beyond that. See these examples.

• Nabeiro Group: Recognized for its family culture, it offers several benefits, such as flexible hours, in-house daycare and professional development programs.
• Corticeira Amorim: Invests in internal communication and training and development programs, such as the “Academia Amorim” program.

• Microsoft: It offers mentoring and coaching programs for its employees.

• IKEA: Promotes equal opportunities and diversity in the workplace.
• The Navigator Company: Invests in the health and well-being of its employees, through fitness and nutrition programs.
• Galp: Provides leadership development programs for its employees.
• BPI Bank: It encourages flexibility at work, through teleworking programs and flexible hours.

Increase the visibility of your employer brand on the Employment Exchange

Are you looking for the ideal showcase to promote your employer brand? Do you want to show the benefits of working at your company to a wide audience and contact potential candidates directly?

To the Employment Exchange job fairs They are the perfect opportunity to promote your employer branding strategy and attract the kind of attention you want for your brand.

If you have a business in the tourism and hospitality sector, don't be left out and participate in the largest hiring hub in the sector in Portugal!