Employer brand is the image your company projects to potential candidates and current employees. In a context of talent shortage, a strong employer brand has become a major competitive advantage for attracting and retaining top profiles.
Defining Your Employee Value Proposition
Your EVP (Employee Value Proposition) is the unique promise you make to your employees. It must answer the question: why should talent choose your company over another?
An effective EVP clearly articulates your values, culture, development opportunities, compensation policy, and societal impact. It must be authentic, differentiating, and aligned with the reality experienced by your employees.
Communicating Your Employer Brand
Once your EVP is defined, you need to communicate it effectively across all channels where your target candidates are. Career site, social media, job platforms, recruitment events: every touchpoint must convey a consistent message.
Employee-generated content (testimonials, LinkedIn posts, videos) is particularly impactful as it's perceived as more authentic than corporate communications.
Measuring Your Employer Brand Impact
Key indicators for evaluating your employer brand include:
• Volume and quality of spontaneous applications
• Job offer acceptance rate
• Cost per hire
• New hire retention rate
• Your score on employer review platforms (Glassdoor, Indeed)