Presenting yourself to internal clients, both current and potential, as the best option for professional development . This is the essence of ' employer branding ', a concept that aims to make companies the most interesting in terms of employment for employees and potential recruits. Do you want to know how this concept has revolutionised the world of human resources ?
It is not a new strategy, but it is still relatively unknown to those who do not have a deep understanding of the many aspects surrounding the human resources sector . Employer Branding is a concept that is here to stay, a formula that aims to create a brand for companies from the point of view of the image they convey to professionals. In other words, it is a series of actions aimed at turning a company into an interesting and attractive place to work.
How exactly is it defined? How does it impact HR areas? What does it have to do with attracting and retaining professional talent? More details on employer branding in human resources and what strategies to implement are below.
What is employer branding?
Employer branding , in English, means 'employer brand'. That is, the image that a company projects (brand, branding) in relation to its characteristics as a source of employment, as a workplace. It is a concept namibia whatsapp data that has been gaining strength in companies, especially those aware of the importance of attracting and retaining professional talent. So much so that the Brand Employer Index 2024 study (Brand Finance) collects data for reflection:
Repsol and Zara are the Spanish firms with the highest scores.
Aspects such as familiarity, salaries and remuneration, training and career development opportunities, business vision, strategies, proposals for reconciling work and family life, work flexibility with teleworking or hybrid options, etc. are valued.
The top ten includes companies from a wide range of sectors, from oil and gas to fashion and distribution, telecommunications, food and beverages, banking and energy and insurance.
Mercadona, El Corte Inglés, Telefónica, CaixaBank, Cañitas and Solán de Cabras are other companies highlighted by those surveyed.
Pilar Alonso, head of BrandFinance for Spain, Portugal and South America, highlighted after learning these data that " high salaries continue to be the main
vector in the choice of employer brand, together with the reputation of the brands and their strategic vision. Conciliation is important but not decisive, based on the results of the report” which invites reflection on which aspects to take more care of in relation to employer branding .
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How does employer branding management impact HR?
Actions aimed at creating brand images as a good employer have a significant impact on the area of human resources . These are the great benefits of implementing initiatives of this type:
Actions to be planned from the personnel selection and management area.
Differentiate between those formulas designed to attract talent and those that seek to retain the most interesting professionals for the company.
Collaborations between the HR and marketing and communication areas, protocol, of the brands.
It is important to include employer branding in training programs aimed at people who want to work in the area of personnel selection and workforce management. At EAE Business School Barcelona there is a specific program, the Master in Human Resources , where employer branding is part of the content developed during the course.