Employer branding: the key to business success?

Employer branding plays a key role in the process of retaining employees and attracting new talent. A strong employer brand increases loyalty, improves engagement and motivation, and builds a positive employee experience. Research confirms that organizations with a positive image are more attractive to both candidates and current employees, which favors long-term job stability.

In practice, employer branding is the sum of activities that aim to show the company as a place to work. These are not only image campaigns, but also the organizational culture, the way of communication, opportunities for development or relationships within the team. The image of the employer is therefore not just an “outer packaging” - it must result from the real actions and values of the organization. Only then does it inspire confidence and attract suitable candidates.

What should employer branding look like?

Building an effective employer branding requires a well-thought-out strategy. At the beginning it is necessary to develop employer value proposition (EVP)This is a unique value proposition for the employee. The EVP answers the question: why is it worth working here? It is a set of benefits, values and experiences that a company offers to its current and potential employees.

This process includes several key steps:

1. Determination of the company's assets - identify what distinguishes the organization from the competition: work atmosphere, development opportunities, stability, flexibility, social mission, etc.
2. Designation of the target group - other arguments will go to experienced specialists, others to young talents or production workers.
3. Selection of communication channels - it can be social media, career site, internal intranet, video campaigns or industry events.
4. Determining Success Meters - e.g. number of applications per offer, employee retention, results of satisfaction surveys or level of engagement in social networks.
5. Defining Practical Responsibility - who will be responsible for employer branding, what will be the budget, and which elements (recruitment marketing, content marketing, social media, development programs) will be prioritized.

It plays a key role HR department, which coordinates image activities, but employer branding is not only their task. Every employee — from the intern to the director — has an impact on how the company is perceived. The image does not start with marketing, but with the quality of the work environment itself, the management style and the way the organization takes care of its people.

In small companies, EB activities are often more direct and relationship-based, while in large companies they require a more formalized strategy and close collaboration between HR, communication and management. It is also crucial how owners and managers perceive HR - whether they have a real impact on strategic decisions or are they merely “administrative support”. It is on this that the effectiveness of the whole concept of employer branding often depends.

What do candidates value?

Candidates' expectations of employers are increasingly diverse and depend on many factors; age, gender, work experience or industry. However, there are some universal elements that always matter: partnership approach in recruitment, fair working conditions, transparency of rules and respect.

For many people, it is crucial how the recruitment process goes; whether it is professional or whether candidates are treated with respect and informed of progress. The way of conducting recruitment is often the first contact with the employer's brand, which is why it is the foundation of its perception.

Studies and observations show that:

• women are more likely to pay attention to job security, flexible working hours and the possibility of combining work and family responsibilities.
• Younger candidates value the possibility of development, promotion and salary increase, as well as the aspect of corporate social responsibility - values, ethics and care for the environment are increasingly important for them.
• Technical staff and IT specialists pay attention to access to new technologies and development projects in which they can expand their competences.

However, regardless of the industry, candidates expect above all: a good atmosphere, efficient management, care for employees, meaningful remuneration and opportunities for development. It is they who form the foundation of an attractive employer brand.

Building an image starts from the inside: satisfied employees are the best ambassadors of the company. Employer branding is not only external campaigns, but above all the everyday experiences of people working in the organization.

How to do it?

Effective employer branding is based on Bilateral, transparent communication. The information must be consistent, communicated through different channels and repeated regularly. The declared values of the company should be reflected in real actions - in the way of management, communication, reward system and even in how the organization says goodbye to employees.

An increasing role in image building is played by the so-called. employee advocacy, that is, the involvement of employees in promoting the company. They are the ones who, through authentic opinions and online relationships, have the greatest influence on how the organization is perceived from the outside. When employees share positive experiences on social media, they increase brand recognition, credibility and appeal. However, for this strategy to work, it must be well planned. The company should support employees in building a positive message, but it can never force it. If people do not identify with the values of the organization, attempts to artificially create a positive image will have the opposite effect. Research confirms that a strong employer brand has a direct impact on job satisfaction, loyalty and trust. Internal and external image complement each other - satisfied employees are more willing to recommend the company, which reduces turnover and strengthens its reputation in the market.

Benefits for the employer

Employer branding is not just an image activity — it is an investment that brings real, measurable business benefits. As noted by dr Paweł Zdziech, recruitment and communications manager at 7N, in conversation with dr. Justyna Sarnowska in the podcast “HR without secrets” (cycle Management Zones):

“In one sentence, if I were to summarize it: it simply pays for companies to have a good image among their employees and among potential employees. First of all, a company with a good image, a good brand (...) recruits employees more easily. Candidates who recognize the brand and associate it positively are more likely to apply to such a company.”

Employers with a strong brand:

• They get candidates faster,
• have lower recruitment costs,
• enjoy greater commitment and loyalty of employees,
• They have less rotation.
• build a competitive advantage in the market.

Employee engagement has a dimension cognitive, emotional and behavioral and its level depends on organizational factors, the project of work, the quality of leadership and the atmosphere in the team. A strong employer brand supports all of these areas by creating an environment where people want to work and thrive.

summary

Employer branding is not a temporary fad, but a long-term strategy that affects every aspect of an organization's functioning. Companies that genuinely care about their employees gain not only staff stability, but also better business results. At a time when an employer's reputation is one of the main criteria for choosing a workplace, it is worth investing in a brand that inspires confidence; from the inside and outside.

Sources:

https://www.kozminski.edu.pl/pl/review/employer-branding-dlaczego-jest-niezbedny-w-kazdej-firmie

https://web.swps.pl/strefa-zarzadzania/artykuly/23618-employer-branding-jak-dbac-o-pozytywny-wizerunek-firmy