The concept of "Employer Branding" originated across the Atlantic, first mentioned in 1990. The principle is simple: reuse the marketing strategies and techniques that have proven effective, and apply them to a company's human resources.

In France, the concept of "employer brand" emerged in the early 2000s. It gained real momentum with the rise of social media, the development of start-ups, the entry of new generations of employees into the workforce, and the creation of the very first company rating websites.

The employer brand represents the overall image of a company, conveyed both internally and externally through various communication methods and strategies. It carries the company's DNA, including its values, mission, and corporate culture. Similar to a commercial brand targeting consumers and clients, it targets candidates as well as the employees of a company.

Every company, regardless of its size, has its own employer brand, and embarking on a process to develop it is not about reinventing it, but rather about strengthening it and highlighting it. For this, the involvement of management, which embodies the very essence of the company, along with marketing and human resources, is essential. The finance, communications, IT teams, as well as general services and operational managers, are also involved.

In recent years, the professional landscape has been constantly evolving. The democratization of new technologies, the shift in mindsets, and the entry of new generations into the workforce have disrupted the established balances. The power dynamic has shifted in favor of employees and candidates.

The competition to attract and retain talent is more important than ever, especially in sectors seeking skilled professionals. In 2024, it is estimated that 88% of employers, across all company sizes, plan to recruit for permanent contracts (CDI), while 80% anticipate temporary contracts (CDD). In such a context, it is crucial for companies to embrace these new trends and have a strong and distinctive employer brand.

The employer brand represents a true asset that can help a company stand out from the competition during the recruitment process. By offering an attractive image and a positive corporate culture, it can attract top talent and increase the chances of retaining employees. Internally, a strong employer brand also helps to strengthen employee engagement, reduce employee turnover, and promote strong cohesion and a strong corporate culture.

By investing in the development of their employer brand, companies can not only ensure their sustainability and attractiveness, but also create a rewarding and fulfilling work environment for their employees, thus contributing to their long-term success.

Before embarking on an employer brand development project, it is important to conduct a thorough assessment of the current state. This first step involves analyzing available online information, evaluating the company’s reputation on social media and other review sites, surveying internal employees as well as candidates.

With the rise of social media, where just a few clicks and words can quickly influence external perception, this approach becomes even more important.

The data collected provides an overall view of the company's current image and helps establish a tailored action plan, activating the right communication levers.

Pour promouvoir la marque employeur à l’externe, une société peut activer des canaux de communication tels que le site internet de la société ou encore les réseaux sociaux.

A good responsiveness in interactions, whether by email, messages, or comments, across these various channels will also positively contribute to strengthening the company's image.

Internally, an impeccable onboarding process and a high-quality welcome for clients, suppliers, and partners will help strengthen the employer brand. Employees and potential employees will also appreciate a work environment conducive to well-being, and attractive benefits such as remote work, favorable paid leave, or meal solutions.

However, it is important not to establish an employer brand that is only a facade. What is highlighted through various external communication channels must also be implemented internally. A "showcase" employer brand can have the opposite effect of what is intended and lead to disappointment for employees and newcomers. The repercussions could damage the company's reputation.

Whether it's to address recruitment difficulties, high turnover rates, or simply to modernize their image and internal processes, many companies undertake audits of their HR practices and overall reputation. These audits cover various aspects such as employee onboarding and training practices, the work environment, available tools, career development opportunities, compensation, social benefits, communication, and the company's commitments, particularly in terms of social responsibility (CSR).

Direction RH provides you with its multidisciplinary team to advise and support you throughout this process. Our experts will assist you in establishing an HR diagnosis that will serve as the foundation for implementing an action plan, aimed at creating or redefining an engaging and unifying brand DNA.