Concern about the retention of professionals is increasing, after all, evasion affects the competitiveness and finances of the business, as well as driving away the talents. To do so, companies rely on creative retention strategies, such as employer branding.
In this post we will analyze the employer branding concept in more depth, but, in short, it means creating a solid brand to attract,engage and retain professionals in the workplace. Thus, HR gains strength.
We have created a complete article for you on employer branding. Keep reading!
After all, what is employer branding?
Companies have long sought to create attractive and memorable brands, with an emphasis on the end customer. To do so, they invest fortunes – millions or even billions – in the most diverse media. But what about the internal customer, that is, the employee?
Noting this gap, leaders begin to invest in internal marketing, called endomarketing. One of the main strands of this model is employer branding.
In summary, employer branding is the strategy that can make the company a great talent magnet, allowing you to attract and retain the best professionals. It unites principles of marketing and people management, aiming to create a strong employer brand.
There are a lot of companies that already use this strategy,of all segments and sizes. Not coincidentally, these are also some of the most loved and respected organizations to work with. Now, how to invest in the topic?
What are the best practices to retain talent with employer branding?
Actions for attraction and retention of talent must go hand in hand, after all, if there are no talents in the cadre of collaborators, it does not make sense to invest in actions to retain them. The employer branding is ideal to attract and retain. While there is no step-by-step guide, there are valuable tips for starting and structuring your employer brand. Check out!
Create a wellness environment
First, we need to think about well-being. It is no use creating daring actions if the workplace itself lacks quality. By investing in the quality of life, the leader is sending a positive message and stating that the talents are important.
At Google’s headquarters, for example, it has even a mini golf course and a games room, and this is repeated in multinationals and startups. But you can start with less: open spaces, ergonomic furniture and small breaks for rest. Every detail makes a difference. Think about the following question: how to make the workplace more enjoyable?
There are many benefits to the wellness environment.According to a Sodexo study, businesses that apply this strategy are on average 76% more attractive and have a 91% better work climate. So it’s easy to differentiate yourself from other workplaces.
Improve internal communication
Communication within the company always exists, whether with an email from the CEO to the workers or a call from the HR analyst to the sales supervisor. The question is: does internal communication have the power to align,engage, and retain talent?
In terms of communication, there are two main points to consider: Are there adequate channels that carry the message from the sender to the receiver? How motivated are leaders to disseminate the right information?To improve, seek to integrate functional channels, such as online murals, and encourage leadership in dialogue.
According to the research, companies with effective internal communication generate 47% more returns to their shareholders, the result of a more aligned and motivated team in search of results. In addition, they are better able to retain talent.
Turn professionals into promoters
There are two types of professionals: promoters and detractors. The former is passionate about the company, speak well of the brand to their friends and even indicate the workplace. The detractors are the opposite because they are dissatisfied with the work.
The number of promoters can be calculated using the Employer Net Promoter Score (E-NPS) indicator and is based on a single question:”from zero to ten, how much would you recommend our company as a good place to work for your friends? “. Notes from 9 to 10 represent prosecutors, below 6 professional detractors.
In order to increase the number of promoters, in addition to investing in well-being and internal dialogue, it is necessary to initiate endomarketing actions. Create talent-enhancement campaigns, such as anniversary celebrations (Anniversary, Christmas, Labor Day) or awards for the best-performing monthly contributors.
Create a career page
Another important strategy is to create a career page. In summary, it is a web space in which the HR manager can share workplace information, write about the mission of the business and announce job openings.Thus, it is possible to communicate with market talents and engage them in the selection process.
In the case of current professionals, the manager can take pictures of the teams, make creative videos and even write articles telling the story of those who started from below (such as trainees, for example) and now hold leadership positions. Thus, it can inspire more professionals and show that the company is a place of growth.
With these strategies, you’ll be able to attract qualified people and ensure they stay in the company for the long term, establishing a solid and lasting relationship.
What are the benefits to the success of the company?
As you can see, these are relatively simple strategies, but they require effort and commitment. Creating a well-being environment, for example, depends on absolutely everyone – especially senior leadership.
The benefits to the company are the most diverse. In addition to the attraction and retention of talent, already highlighted, there are gains in productivity, engagement, profitability and, consequently,competitiveness. By relying on leading, truly qualified professionals, all levels and areas of the business benefit.
However, it must be remembered that, throughout the process of attraction and retention, technology plays a very important role. Good selection of workforce solutions helps recruit the best professionals and triage those who have a better chance of getting on the team. So HR can properly target your talent retention investments.
Now you know what employer branding is, what its importance is and how to use that strategy in your company.
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