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Three tips for working with employer branding

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When you Google employer branding, you get around 80 million search results where the entire first page consists of guides, lists and articles that tell you why employer branding is important and what organizations have to gain from it. Everyone agrees: a consistent, distinct and well-established employer brand strengthens internal commitment and simplifies the search for new talent.

A survey by ManpowerGroup* shows that the current skills shortage is the highest in 16 years and three out of four employers say they are having trouble finding the right talent. At the same time that the skills shortage reaches record levels we are also in a situation where fewer and fewer dare to change employer, which means that competition for talent is getting tougher. In order to remain a relevant and attractive employer, it is necessary to identify the common thread between recruitment processes and the employer branding work where both parts benefit from each other. Here are three tips on how to succeed with this.

Understand and value that employer branding is a constantly strategy work

Many people think that employer branding works as point efforts, but this is not the case. To build a strong, well-established and true employer brand, dedication, long-term strategies and commitment from the management team is required. A successful employer brand needs to be continually administrated, developed and anchored.

See the correlation between recruitment and employer branding

Recruiting is both time-consuming, expensive and challenging. It is difficult to find the right skills and with today's competition, it takes more than just a vacancy to get a potential candidate to apply for a job. Here, employer branding is crucial to reach out through the noise, establish yourself as an employer and prevent skills shortages in the long run.

Start working from the inside and dare to own the responsibility together

It is easy to formulate wonderful statements about your company and the internal culture, but if this is not anchored with the current employees, you will create false expectations that will fall into pieces quite quickly. Therefore, it is important to start from the inside and work your way out. Find out how your employees experience you as an employer and how they would describe the culture of the company. This should be your starting point for your employer branding work. Due to this, it is also crucial to have an internal consensus on the work, both management, communication, marketing and HR need to be aware of the purpose of your employer branding work and how to work with it to generate as much value as possible.

Finally: All employers have an employer brand, regardless of whether you are actively working with it or not. By starting to set a strategy for how you will manage and develop your employer brand, you create the best conditions for both attracting future skills and retaining current talent.

*ManpowerGroup Talent Shortage survey from 2022. Read the full survey here.

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