The employer brand: giving meaning to recruiting and retaining employees

When discussing growth, the focus is usually on strategies to attract and retain customers. Marketing and communications resources are therefore often mobilized for this purpose. However, we see that few companies attach equal importance to their employer brand intended to attract new talent and retain their employees. Today, in a context of relocation, reindustrialization and competitiveness of French industry linked to the government's France 2030 ambitions, it is essential that French companies consider the employer brand not as a trendy concept but as a real tool strategic. According to a 2018 survey carried out among 2,000 managers of SMEs and ETIs, Bpifrance, Le Lab establishes several findings which challenge preconceived ideas about employment in SMEs and ETIs: 57% of them say they lack the talent to grow. A lack linked to recruitment difficulties, of course, but also linked to the departure of employees to companies that are more suited to them. And this is where the concept of employer branding takes on its full value. Through two testimonials, we will try to encourage you to develop your employer brand if you wish to recruit and retain your talents!

“Every company’s mission is to solve a problem”

“The prerequisite for any employer branding process is the creation of a manifesto written by the manager and his team who carry the vision of the company. » It is in these terms that Philippe MEJANE - Manager, Associate Director of Jobology, defines the foundations of the employer brand. “The employer brand is the image that current and potential employees have of a company. This brand represents all of the company's values, practices and actions as perceived by potential candidates and existing employees. It can be defined as all the actions undertaken to attract, retain and engage employees. Your employer brand is therefore a determining element in attracting and retaining all those who want to work for you. The drafting of a manifesto or roadmap is therefore essential, and can be supported by recruitment professionals. The first question that must be asked should not start from the product manufactured, but rather from the mission of the company. What problem does it solve? What is it really for? The company always has a mission and the manager has a vision that he must transmit to his teams. The objective is for them to say to themselves for example: I am not coming to manufacture parts on an assembly line but I am participating in the creation of a device which will allow better care, better driving, etc.

If the manager has clearly defined this problem, he will be able to involve all of his current and future employees in his approach with an adapted corporate culture. This roadmap intended for employees and future employees will provide a coherent vision of the company's mission. And from this manifesto which will have determined the mission, the quality of life at work, the values, the ecological commitment, the company will be able to create communication support points: careers and jobs sites, a company page consistent, pages on professional social networks, etc. The HR department will then be responsible for strategically deploying this employer brand, while the HR teams and all employees will implement it operationally. »

A study by the Glassdoor site says that 92% of employees would refuse a job offer if the company has a bad reputation or is not aligned with values, even for a better salary?

“Indeed, Millennials who of course want a salary paid at market price will favor a company with a very clear mission in which they will be able to project themselves more easily. The goal is indeed for the company to be inspiring. This is the case for example of Patagonia which today has become a model of virtuous sustainable development, which has been committed since its creation to offering impeccable working conditions to its employees by allowing them to evolve within a healthy and ethical production chain. This company will therefore more easily attract this new generation, much more sensitive to its values, which management will have decided to promote in its roadmap!

Find out more https://www.jobology.fr/blog/marque-emploi-definition-entreprises-et-principes/#:~:text=Ce%20marque%20emploi%20repr%C3%A9sente%20l,fid%C3 %A9lise%20and%20hire%20the%20employees%C3%A9s

“An employer brand in industry will only have power if the majority of employees become ambassadors of the company. »

As Delphine Landry, Associate Director, Indside, explains to us: “The perception of French industry has long suffered from a mixed reputation, even to the point that engineers abandoned it. However, today, a change is taking place: the industry is experiencing a real renaissance, driven by a series of technological innovations such as robotization, digitalization and artificial intelligence. These advances lead to an improvement both in terms of industrial and organizational performance and in terms of the human dimension within factories. In our approach to employer branding, at Indiside and 3C, we start by looking internally and more precisely at what employees experience on a daily basis. In a society as transparent as the one in which we operate, where social networks and opinions abound, it is futile for a company to claim values or positioning that do not correspond to reality. Indeed, during recruitment processes, potential candidates may be attracted by an attractive image of the company. However, if they find themselves disappointed by reality, they will quickly leave, leaving behind a negative reputation of the structure. The consequences can be costly both in terms of organization and especially employer image. The candidate experience will be a failure.

Recruit sustainably!

Our objective is therefore to help companies recruit in a sustainable way, consistent with their real values, whatever their size, SMI or large group. In this, our role is to question the DNA of the company at all levels, from the operators to the Codir. And I insist on the fact that HR cannot be the only leaders of this project. Building an employer brand will only be powerful if the majority of employees become ambassadors of the company. On the initiative of management and HR of course, we believe that the project can only be realized if the operators co-construct this employer brand. The image of the company will be reflected in the information that they will convey on their own personal social networks and they will only do so in a positive way if they are proud and happy to work in this company.

To meet this imperative, it is essential to offer employees quality working conditions. We are not talking here about the table football or the sofa... often associated with start-ups, but rather about the balance between professional and personal life. For example, the implementation of teleworking, although complex to adapt in the industrial sector because it divides between white-collar and blue-collar workers, can sometimes be considered. In industry, solutions such as flexible working hours, such as the 4-day week, attractive remuneration, as well as motivating projects, training programs, development prospects, caring management and a harmonious working atmosphere , can be offered. In addition, promoting the company's societal and environmental commitment can be a point of pride, and if necessary an effective way to distinguish yourself in the eyes of future employees. The labels, easily recognizable, or the evolution of the statuses themselves towards “the mission-driven company” or the “contributing company” attest to the alignment of the company with the values it advocates, thus strengthening its credibility. in the eyes of potential candidates.

It is crucial to remind future employees that the era of Germinal is over, and therefore, it is essential to raise awareness among the new generation of the current reality of factories, which are very often clean, agile and high-tech. In this regard, training is of paramount importance. We are convinced that it is operational staff who are best placed to showcase their profession. Nothing is more eloquent than a short video showing the daily life of a technician, broadcast on social networks, it will have a much stronger impact than a long article on the subject. »

Find out more: https://www.indside.fr/# and https://3c-career.com/fr/

Building a robust employer brand is proving to be an imperative for companies seeking to recruit and retain their employees. This commitment translates into highlighting the company's authentic values, improving working conditions and promoting an engaging corporate culture. It is essential that this approach is supported by all employees. Put meaning at the heart of each job and the daily reality of talents from all departments and all levels, in order to guarantee deep support and sincere commitment to the employer brand.