Business is constantly seeking new opportunities for growth and expansion, and building a successful employer brand is undoubtedly one of them. In the first part of this article, we explored the essence of employer branding and its importance for any organization. We also shared which departments within a company are responsible for executing this long-term process. In the continuation of this blog post, we will shift our focus to the practical aspects of implementing a working employer branding strategy. We will reveal several successfully executed projects from our activities aimed at building an employer brand. From experience, we know that texts enriched with relevant examples facilitate the reader’s understanding, so in the following sections, we promise you engaging and valuable content.
Before we start, it is important to clarify that the right strategy for attracting and retaining specialists within an organization is not equivalent to a recruitment campaign. It is a process that combines daily, targeted actions over the long term, reinforcing the brand’s image and directed towards the team, job candidates, clients, and the general public. Each of these significant business areas will be examined individually in the article.
Useful employer branding practices aimed at employee retention
An important element of a successful employer branding strategy is achieving a high level of team engagement, as well as integrating team members into the organizational culture and values of the company they are part of. Employees need to be well-acquainted with the brand’s mission, vision, and core messages. Upon joining, every new team member should be introduced to the general work rules and corporate values. Subsequently, they should receive up-to-date information about the company’s activities, as well as various initiatives and causes that the organization supports or is involved in. To achieve this, it is useful to place information boards at the workplace. These boards will keep employees informed about all corporate changes, innovations, and initiatives organized by the brand.
“Employee productivity increases when they work in a pleasant and harmonious environment.”
Undoubtedly, one of the most important tasks for managers in organizations is to listen to and respect the opinions of their team. This approach helps employees feel comfortable and fosters a spirit of trust, teamwork, and responsibility. It is no surprise that employee productivity increases when they work in a pleasant and harmonious environment, where they are free to share their opinions and ideas. Understanding and a friendly attitude from department leaders bring the team closer together. This is a crucial condition for the ease and quality of task execution.
When discussing how to build engagement among specialists within a company, it is crucial to mention the significance of the Employee Value Proposition (EVP). In simple terms, EVP refers to the benefits employees receive when working for a particular organization. For employers, it is extremely important that the current team remains focused and motivated, continues to develop within the organization, and stays productive. In addition to standard elements such as salary, bonuses, and social benefits, fostering overall satisfaction and team cohesion, and creating a pleasant working environment also requires organizing various activities outside of work. Examples include company parties, monthly gatherings, social initiatives, and team-building events. These activities are seen as rewards for the team’s efforts during work and reflect a personal appreciation for each individual.
“Every year, the Smarketink team organizes themed parties.”
Every year, the Smarketink team organizes themed parties and entertaining gatherings for the employees of their clients. Some of these events can be explored in the Projects section on the agency’s website. A few months ago, in collaboration with Accenture Bulgaria, we organized an initiative dedicated to the youngest members of employees’ families. The children spent a day at the office where their parents work, getting an up-close look at their parents’ profession and work responsibilities. The day was filled with fun, interesting moments, and, of course, important lessons. Once again, the company demonstrated its commitment to taking care of its team members and their families.
Activities Aimed at Attracting Future Talent
Nowadays, social media is an excellent channel through which potential employees can gain a clearer picture of the working process, initiatives, and projects within a company.
The information disseminated on social media holds a key position in the corporate world. Therefore, this channel should be used effectively and purposefully by companies. Through platforms like LinkedIn and Facebook, organizations can directly communicate with professionals who might join their team in the future. As we know, a good reputation today is crucial for the development of any business. Thus, it is important for companies to be active in the digital space and share valuable experiences and ideas. This way, they can reinforce their name and stand out from competitors.
An example of good practice related to building brand recognition is creating videos featuring brand ambassadors.
These could be current employees who share short and engaging video clips and talk about the company from their perspective. The videos provide a great opportunity for potential job candidates to gain a clearer understanding of the work environment and atmosphere. Broadcasting them on the company’s social channels will hint at the advantages and development opportunities offered by the company.
Participation in specialized career forums and events is another way for organizations to present themselves in the best light to potential candidates.
These events offer job seekers a wonderful chance to get acquainted with the company culture and to communicate personally with professionals. Offering internships and training programs for students and young people shows that the company is open to training future specialists.
Useful Practices Aimed at Clients and the General Public
The recognition of a brand in the job market is directly related to a set of activities aimed primarily at presenting the company as a desirable and preferred place to work.
These practices may include publishing press releases related to the company’s HR policies, initiatives focused on corporate social responsibility, and social causes in which the brand has participated. Media appearances on television and radio formats, interviews with key specialists, and the preparation of materials for publication in leading media targeting the appropriate audience are excellent opportunities for successful brand positioning.
Another effective approach companies can use is the dissemination of interesting case studies and team photos.
These materials introduce audiences to initiatives in corporate social responsibility, participation in socially significant causes, and more. For instance, we can recall the fantastic green initiative organized by our client, AIT International Transport. The company’s employees planted 13 trees in the Plovdiv district of “Trakia.” This green gift for the neighborhood residents is a small part of the transportation company’s socially responsible initiatives, reflecting its corporate values.
If your company aims to attract, engage, and retain the best employees, you need a trusted partner to develop your employer branding strategy. Smarketink can be your ally in the talent acquisition battle and a generator of fresh ideas for attracting them, as well as bringing more smiles to the workplace. Don’t hesitate to get in touch with us! Send your inquiry to the email address – office@smarkethink.com or fill out the contact form on our website.
