HellYes - Employer Branding Agency Switzerland
Employer Branding Experts
What is employer branding? What is employer branding?
In the war of talent, many companies are trying to attract and retain the best employees through recruitment marketing. It has become as easy to find out about your next potential employer as it is to look for the trendiest Asian restaurant. Given this reality, employers need to take a proactive approach to attracting and engaging top talent.
A well thought-out employer branding strategy and the right HR marketing can help any company to influence the perception of job seekers and employees.
Employer branding is the process of managing and influencing your reputation as an employer among job seekers, employees and key stakeholders. It encompasses everything you do to position your company as an employer of choice.
HellYes helps you build your employer brand and recruitment marketing - this is the reputation and perception of your company among potential prospects. Simply put, it's what job seekers and employees really think of you. It's what they tell their friends and family when you're not around. Even if it is intangible, your employer brand is a value that needs to be constantly nurtured.
Employer branding is, by definition, a strategy that aims to influence how your company's brand is perceived by current employees and the rest of the workforce. While branding is generally aimed at consumers, employer branding specifically targets a company's workforce and potential new employees. Consequently, the definition of employer branding is a communication approach aimed at retaining high-performing employees and attracting top talent.
Because your employer brand is not something you actually own. Your reputation and perception as an employer exists in the minds of applicants and employees, and it is shaped by their thoughts and impressions. You have an employer brand, whether you actively manage it or not. Remember, potential applicants and employees have an opinion about you - whether you like it or not.
If you do not work on your employer branding and HR marketing, you are at the mercy of existing opinions.
Think of the totality of your company's recruitment and retention efforts as a series of individual interactions. Each touchpoint leaves an impression on candidates and employees that shapes your employer brand and your ability to recruit and retain good people. Without proper management, each of these touchpoints can become a deal breaker that costs you valuable candidates and existing employees.
The importance of employer branding cannot be overstated.
The concept has been around for decades, but it was only in the mid-1990s, when the first online job exchanges were launched, that it gained more and more attention.
Almost overnight, workers had access to millions of job opportunities. The workforce was more flexible than ever before and the days of having to make a long-term commitment to a company were over.
Smart employers have adapted to this change - some faster than others - and have started to take proactive measures to attract and retain top talent, but thousands of companies are still failing to reap the benefits of employer branding.
How can the value of employer branding be understood? How can the value of employer branding be understood?
86% of employees recommend excellent employers.
Only 56% of employees recommend average employers.
This is particularly distressing as employee recommendations are often the best source of good candidates. If only slightly more than half of your employees would recommend you to their network, you can say goodbye to those new hires.
Healthy reputation of the company.
Win over applicants who are on hold.
Strong corporate culture.
Live your corporate values and show your strengths, but also your weaknesses. Be real, authentic and tangible.
Strengthening employee loyalty.
The appreciation of your employees must be tangible and perceptible in everyday life. In the battle for the best talents, the best-trained employees and the biggest game changers, it is not only who wins them over in the short term through personnel marketing, but who retains them in the long term that counts.
Positive brand perception.
It is in your hands (and ours) that your brand is seen in a positive light.
Savings through employer branding.
An attractive employer brand even gives you the opportunity to hire highly talented employees for lower salaries.
Employer branding is a magnet for young talent.
Attract applicants aged 18 to 34.
Profit from employee recommendations. Make it easy for employees to recommend their contacts for open positions.
Where do you start with employer branding? Where do you start with employer branding?
HellYes focuses on HR marketing that sets clear boundaries as we work with your management to develop your unique value proposition and mission statement.
We understand what employees and applicants think about you and prepare adjustments to your employer brand with Management Audit.
Develop a value proposition for your employees so that applicants know what they can expect from you and what you expect from them.
Manage your employer brand with a strategy that includes job advertising, monitoring social channels and providing a quality candidate experience.
People need to know what your company is about before they apply for a vacancy and commit to working for your company. That is why it is important to create a clear, unique value proposition and mission statement.
A Unique Value Proposition (UVP) explains how your products or services improve the lives of the people who invest in them.
Together we show how your business meets specific consumer needs or issues and why your business stands out from the competition in your target market.
The management of human resource marketing and the definition of employer branding are crucial. A mission statement includes aspects of your organisation, such as your overall mission, values and culture. If you can lay out these parts of your strategy, applicants will be better able to determine whether your goals are aligned with theirs and decide if they are a good fit for your company.
With a clearly defined EIA and mission statement, you can attract qualified candidates who share your vision and want to become part of your unique culture.
You can't hope to influence or manage your recruitment marketing or employer brand if you don't know what people think about you, so an employer brand audit is the first step.
This is a two-pronged fact-finding mission aimed at finding out how the company currently presents itself to applicants and employees and what they actually think about the company.
Anonymous and well-structured online questionnaires, anonymous interviews and peer reviews are suitable for this purpose.
First, check everything - and we do mean everything - that you say to applicants and employees that could influence their perception of the company. Your job descriptions, your career page, your social media profiles, your acceptances and rejections, your introductory documents, your internal communication, your performance reviews - if there is anything. We analyse it.
Next, it's time to gather feedback from applicants and employees. Remember, this is about finding out how they really think and feel about the company, so ask questions that provide meaningful information.
- How would you describe the company to a friend?
- Why did they apply?
- Why did they accept/reject their offer?
- Why do they stay with the company year after year?
- Why are they leaving the company?
- Do they feel that the company is fulfilling its obligations?
You should talk to as many people as you feel you have collected meaningful data, but don't overdo it. If you collect too much information, data analysis becomes almost impossible.
After completing the employer brand audit, we can identify the discrepancies between the way the company presents itself and the way it is perceived by applicants and employees and correct them together with you.
With the information you gathered during the Employer Branding Audit, you can now create the definition for your Employer Value Proposition (EVP).
An EVP encompasses all the benefits and rewards that employees receive when they join an organisation in return for the skills and experience they bring to the table. Although the term 'employer value proposition' is used instead of 'employee value proposition', the latter is more commonly used when referring to the offerings that candidates and employees can expect from an organisation.
The EVP is the deal that exists between your company and your employees and the talent they want to recruit.
The EPP answers two important questions:
- What the individual employee or applicant can expect from the company.
- What the company expects from the individual employee or applicant.
Consider your EVP as the guiding principle for your employer branding efforts. Even though you may never announce it publicly, your EVP will shape your communication in the future.
Developing your EVP is no small feat, but luckily we've covered the topic in great detail at HellYes and can help you get started with measurable employer branding.
Now we are ready to get your message out to the masses. But which channels are most important? There are countless ways we can use to promote your employer brand. Together we will elicit the quick wins for your employer branding.
Job descriptions and job descriptions.
Job descriptions may not be the right place to let your personality shine, but they are often the first interaction job seekers have with your company. We make sure they reflect your desired employer brand.
Career page
Your careers page is the heart of your employer branding materials, making it one of the most important touchpoints with potential applicants. Compelling photos or videos, employee testimonials, your core values and much more can help convince applicants that you are the right employer.
Online reviews and employer portals.
Nowadays, almost every job seeker reads employer reviews before applying for a job. While you can't control anonymous reviews, you can respond to them, and that can have a significant impact on your perception. According to a Kununu survey, 7 out of 10 people have changed their opinion of a company after seeing it respond to a negative review. So pay attention to what people are saying about you and don't be afraid to respond.
Experience of the candidates.
If you are lucky enough to convince a great candidate to apply, you will eventually interact with them offline. Whether it's a first phone call or an in-office interview, the candidate's experience has to match your employer brand or you'll almost certainly lose them.
We help you to update your EVP and UVP as well as your employer branding and to position you as an employer brand as authentically and attractively as possible.
Ideas for a successful employer branding definition. Ideas for a successful employer branding definition.
There is no patent remedy for employer branding. We have to work with you to find out how we can ideally bring out the personality of your company.
If you want to give a general overview of your recruitment and working practices, we will create a crisp careers page for you. This way, your prospects can quickly get an overview of general information, such as frequently asked recruitment questions, the types of jobs you fill and some of the perks your company offers its employees.
In a question and answer format, employees can share what they like about working in your company and build a closer connection with job seekers.
Some companies even go beyond writing to diversify their media content by conducting interviews with executives and posting videos on their website or social channels like YouTube.
Whichever direction you choose, HellYes is there to help you.
We make sure that your strategy highlights the aspects of your business that set it apart and presents the information in an accessible and engaging format.
