Startups: 6 strategic tips at the service of your employer brand

HR marketing is an emerging field that aims to apply traditional marketing principles and strategies to human resource management. By integrating HR marketing into your overall marketing strategy, you can get a better return on investment and improve your employer brand. Following our presence at the summit Infopresse of HR marketing and employer branding, we have selected six main points to consider in order to maximize the benefits of this approach.

Create a link between HR marketing and marketing for a better ROI

HR marketing and traditional marketing should not be considered as separate entities, but rather as complementary disciplines. By integrating the two, you can create a synergy that will maximize your overall return on investment. For example, your marketing strategy may highlight your company's values of social and environmental responsibility (CSR), while your HR marketing will focus on how these values are integrated into your corporate culture and recruitment practices.

Define your corporate social responsibility (CSR)

CSR has become an essential element of employer branding. According to a survey, 88% of employees believe that it is important to work for a company that values social and environmental aspects. Your CSR should not be limited to a simple statement on your website, but it should be integrated into all aspects of your business, including welcoming diversity, training, workshops, and discussions. These initiatives make it possible to raise awareness of biases, promote cultural exchanges and promote communication and differences. Your employer brand should reflect this commitment by promoting your diversity and inclusion policy.

For example, Ubisoft is a company that highlights family values in its employer brand by placing particular emphasis on supporting employees and their families, for example by offering access to a virtual clinic, among other services that serve to reduce barriers to entry and that have shown a positive effect on their turnover rate. It's also important to note that employee retention can be low if aspects such as medical support, flexibility at work, and vacation benefits are overlooked.

Identify the key moments in an employee's career and how to support them during difficult moments in their life

A good employer cares about the well-being of its employees and supports them during difficult times in their lives. It is critical to identify key moments in the employee journey, such as onboarding, performance management, career transitions, and departures, and to put in place appropriate support measures at each stage. By being there for your employees at these times, you strengthen your employer brand and promote a positive corporate culture. Satisfied employees become ambassadors for your company, which helps to strengthen your reputation and attractiveness as an employer.

Focus on the definition of positions as a lever for differentiation

Job definition is a key element in differentiating your business in the job market. Positions well defined from the start allow candidates to clearly understand the responsibilities and opportunities for growth within your organization. A lack of clarity in job definitions can have a negative effect on career prospects and employee satisfaction. By promising clear opportunities for development, you strengthen your employer brand and attract motivated talent.

Involve your employees in the job definition process can facilitate the adoption of ideas and ensure that roles match business needs while meeting the professional interests of individuals. Ask your employees what they like to do and what they don't want to do, and try to balance the needs of the job with tasks that are customized for each employee. This promotes an alignment between their professional interests and the vision of the company. This approach is even more beneficial for businesses with fewer employees, seeking to define positions more precisely and optimize the use of resources.

Optimize your presence via social networks to strengthen your employer brand

Social media is a powerful tool for strengthening your employer brand and communicating effectively with potential candidates. They offer a human and interactive platform to share your corporate culture, your values and your job opportunities. To get the most out of social media, you first need to define your goals, whether they're conversion or brand awareness.

It's important to choose the right social networks based on your target audience and to contextualize your efforts based on your goals, resources, and playing field. For example, TikTok can be a good space to experiment and reach a wider age group, even beyond Gen Z.

User-generated content is an essential part of creating a “tribal” community around your employer brand. Encourage your employees to share their experience and satisfaction at work, and create regular interactions with your audience on social media. This will help strengthen your company's reputation and attract talent that fits your image.

Establish a projection plan specific to your employer brand

It is essential to establish a long-term projection plan for your employer brand, clearly defining your vision as an employer in the next five years. Consider the expectations of students and future employees, who are looking for recognition, healthy relationships, working conditions, and flexible benefits. Empathy for your employees remains a key element to improve performance and strengthen your employer brand.