The concept of \u201cemployer branding\u201d is not new. Born in the 90s, this discipline aims to apply brand management techniques to human resources management.
\nPromoting the \u201csexy\u201d aspect of work in a company has never been more relevant. Why such a craze? And how do you go about attracting the best talent? A look back at the Employer Brand Forum event organized by Infopresse.<\/p>\n
An essential discipline<\/strong> 1. Define your purpose<\/strong> 2. Identify your target audience<\/strong>
\nCultivating an employer brand can be very profitable. In addition to being a source of competitive advantages that attract, motivate and retain talented people, it can help to radically reduce the costs associated with hiring a new employee. Less investment in media placement, reduced recruitment process duration, etc.: when good candidates are fighting to be part of your company, your efforts are no longer devoted to going after them. The time has come to stop questioning the importance of employer branding, and instead to identify the opportunities and threats that digital technology represents.
\nMany quality speakers spoke during this day. I took away four pieces of advice for anyone wishing to develop their company\u2019s attraction potential:<\/p>\n
\nYou\u2019ve probably already walked the corridors of companies decorated with small frames recalling the values \u200b\u200band mission of the organization: \u201cintegrity,\u201d \u201cquality,\u201d \u201ccustomer satisfaction\u201d and other empty words. What could have been considered a bold attempt at leadership during the 80s is now counterproductive. As Sylvie Leclerc, Senior Advisor at Illico Hodes, pointed out, \u201crecruitment is a process of seduction.\u201d To attract a candidate or mobilize an employee over the long term, your corporate mission must be distinctive and unifying, and must be illustrated daily in your actions.<\/p>\n
\nLike any brand, an employer brand should not seek to please everyone. To integrate and be productive, each employee must possess a certain number of characteristics specific to your company (expertise, personality, lifestyle, etc.). Identifying your audiences and using your empathy to understand their expectations will help you offer the recruitment experience that will attract the best talent.
\nWith its \u201cSid Lee Land\u201d program, the Montreal agency has set up an innovative recruitment process aimed at young aspiring advertising professionals. Format, content, social media, experience, etc. everything has been reviewed to effectively transmit the company\u2019s values \u200b\u200bto young graduates and naturally bring out high-potential candidates.
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