Employer branding: dare to choose

In today's tight labor market, the talent you're looking for has something to choose from. To end up on shortlists, it is important to stay in the picture continuously. Employer branding helps you be an attractive employer brand for the future-makers who suit you.

If you still get no further than putting out vacancies and waiting, you run a real risk that the production and growth of your services and products will stagnate. Such events often persist in the results for a long time.

Different times, different approach

Turning the tide all starts with acknowledging the new reality, especially these three points:

1. Your current generation of future-makers specifically has different wishes and needs than “a competitive salary” and a company phone, laptop and car.

2. In today's market, it is more important than ever to not only bring people in, but also to keep them in.

3. As a brand, but also as an employer, you can't be everything to everyone. Specify your target audience.
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Become known as a brand for talent

Out of habit, many organizations look to their HR business partners and recruiters to solve the problem of long-term vacancies. But employer branding is a branch of sport that requires specific strategic knowledge and experience.

With strong employer branding, your brand gets a face as an employer. IKEA, for example, portrays the informal image they convey as a brand (Hey!) by emphasizing issues such as equality in their employer branding. A company like Moneybird deliberately surprises with humorous communication to their future-makers.

Making choices to personalize your employer brand is not always easy but essential. A good brand strategy gives you the right starting points. As branding experts and brand builders, we find the employer brand one of the most interesting aspects of our profession because it's really about people and our most important norms and values. Time to put the employer in the spotlight; employer empowerment!

You can already do this yourself

You can take action yourself here and now. The candidates you want are people who match the values and culture of your company, or your brand identity.

A simple method to further define your brand identity was developed by psychoanalyst Carl Jung. The included free white paper explains practical successful examples of big names such as IKEA, Harley Davidson, Heineken, ASML and Nike. Which type of future-maker suits you best?

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