Скачать или смотреть Employer Branding Strategies That REALLY Work

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Employer branding has matured from a mere marketing asset into a strategic organizational capability and an essential tool for attracting, retaining, and motivating the right talent within any organization. As job seekers increasingly research companies before applying, your employer reputation has become a core element of your talent strategy.

Discover the measurable business impact of a strong employer brand:

• Financial Performance: Companies with stronger employer brands enjoy approximately 11.6% higher shareholder returns and correlate with higher financial performance over a decade.

• Recruitment Efficiency: Organizations with positive brands attract twice as many applications and experience a 50% reduction in cost-per-hire. Hiring cycles also speed up 1–2 times faster.

• Talent Quality & Volume: A strong brand helps attract 50% more qualified applicants. For most job seekers, the employer brand is considered before applying, sometimes even before pay or title considerations.

• Retention: A strong brand leads to a 28% decrease in turnover because employees are more likely to stay when they feel proud and aligned with the company's values.

We explore the key elements necessary for building an enduring reputation:

• Authenticity and EVP: Ensure your Employee Value Proposition (EVP) is authentic and truly reflects the culture and values of your organization, avoiding the serious misstep of projecting an unrealistic image. Credibility is more powerful than creativity, meaning actions are more important than messages, and culture must be demonstrated, not declared.

• Employee Voice: Current employees are invaluable sources of
information and act as authentic brand ambassadors. Organizations should leverage employee-generated content and testimonials, as the employee voice is considered the most credible source of truth regarding the employer brand.

• Content Strategy: Adopt a mix of media, including video content that showcases daily life, events, and interviews with leadership. Short-form video is especially effective for displaying authentic, raw content that resonates with candidates.

• Measurement: Implement the strategy with key performance indicators (KPIs) to continuously track results and adjust your approach as needed.
Learn why 86% of HR professionals say recruitment is becoming more like marketing, and how organizational commitment is tied directly to the alignment between the brand promise and the lived employee experience.

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