Candidates are pouring in: why develop my employer brand?

Labour shortage here, labour shortage there. Today, is that really the case? For some, yes: recruiters are unfortunately not equal when it comes to the number of resumes received. The scarcity of certain professions, especially in construction, manufacturing, retail, hospitality, and food service, is indeed ongoing. So we can say that the labour shortage is very real… but only in specific sectors!

Are you among the lucky ones whose recruitment is going well and whose positions are all filled? See why you shouldn’t let your guard down.

4 reasons to develop your employer brand when recruitment is going well

1. Stay strong in any situation

In recruitment, nothing is guaranteed. Who knows if the labour shortage won’t affect your professional sectors again in the coming years? With a strong employer brand, the context matters little: candidates keep coming in and employees stay engaged. The COVID-19 pandemic reminded us that the companies that performed best were those that invested in their brand image with candidates and employees.

2. Control turnover

The employer brand is not only about attracting the right candidates: it’s also about retaining them! Thoughtful internal communications, highlighted benefits, and a pleasant work environment go a long way. But be careful: employees are sensitive to the authenticity of the employer brand. Make sure the employer you present is the one you truly are.

“Replacing an employee can cost up to 4 times their annual salary. A substantial impact on your business!”

3. Build customer loyalty in B2B

Did you know that a strong employer brand also allows you to shine in front of potential clients? One of the top priorities for B2B companies is to build a lasting business relationship with a trusted partner. When the team is motivated and the people handling their account don’t change, they feel supported and tend to remain engaged. Don’t let the departure of a key employee become an excuse for them to look for a new partner!

4. Increase your brand awareness

Do you know about brand ambassadors? These are employees who hold you in high regard, see you as an employer of choice, and talk about you to others. Thanks to word of mouth, both candidates and potential clients realize that you are a valued employer, which increases your visibility. A successful employer brand truly propels you to new heights.

Questions to ask yourself for a strong employer brand

Is your brand image well thought out for your clients? Do the same for your recruitment by developing your employee value propositions! Marketing applied to HR is the key to a profitable employer brand for your business.

• What kind of employer am I? Define your employer profile by listing your priorities, mission, vision, and values.
• How do I position myself in the market? Consider what sets you apart as an employer, whether it’s your comprehensive social benefits or the exceptional team synergy you offer.
• What do I offer? List the reasons why a potential candidate should want to work at your company.
• Is my offer adapted to my ideal candidate? Traditional benefits might more attract experienced candidates, while new graduates may be looking for greater flexibility.

Develop your employer brand with experts

Entrepreneurs always think of themselves last! To prioritize your employer brand, consult our specialists who can integrate it clearly, strategically, and iteratively into your overall marketing. And if you’re short on hands to implement the planned actions, no worries: our team can also take care of it for you, in whole or in part.