Looking for colleagues? Work on your employer brand

Having a strong employer brand is becoming increasingly important for companies looking for new staff. The impression you leave on potential new colleagues is at least as important as knowing who you're looking for. We tell you everything about the employer brand, and how it will have a positive impact on your search for staff.

What do we mean by an employer brand?

Your employer brand is how the labour market sees you as an employer. In Dutch it's called a "werkgeversmerk", but you probably know it as the "employer brand". "Employer branding" is the route to a strong employer brand.

The importance of a strong employer brand

Your employer brand is more than just a nice careers page. With every step you take and every piece of media you put out, you should be thinking: "What effect could this have on the people I'm looking for, or on my current colleagues?" Your choices should attract the ideal candidate and retain colleagues. Think, for example, of a suitable tone of voice (how (in)formal is appropriate?), visuals (representative photos and videos shot in the workplace) and employee stories. That way you already give website visitors a look behind the scenes online. Also think of personal attention, such as a small gift for an important event in your employees' lives.

Standards, values, mission and vision

As a company, you're more than just the service or product you sell. It's important to have a concrete goal in mind, in the short and long term. Dream big, share it with the whole world and keep everyone informed of every step you take to make that dream come true. That way you come across as confident, and that's absolutely fine! So be honest too, and allow yourself to be vulnerable. That transparency is precisely what makes you attractive. Also state your standards and values on your careers page: that way visitors know exactly whether your company suits them and they won't face any surprises. The more concrete, the better.

Tips for the employer brand of your dreams

Make sure you stay realistic. You can make everything look much better than it actually is, but people often don't believe it anyway. On top of that, your new colleagues will soon see how things really are, and if they don't like it, they'll often leave quickly. There's nothing wrong with being vulnerable, as long as you also mention how you see the future and what you're working hard on. That honesty is actually appreciated! Another tip: share the steps you take in your employer branding on social media too. That keeps your current employees involved in the process.

Do you need employer branding?

Could your employer brand use a boost? Get in touch and we'll start your employer branding programme together. That's how Pro Contact makes it easier for you to attract new colleagues and retain current employees.