Employer Branding has gained significant recognition in recent years in Romania, becoming a strategic cornerstone for leading companies. It plays a critical role in strengthening organizational image and facilitates talent attraction and retention by highlighting corporate values and culture.
What is Employer Branding?
Employer Branding is a complex process involving multiple stages, from internal analysis of organizational culture to assessing external perceptions of the company as an employer. Its primary objective is to create an appealing and authentic image for potential candidates.
The Importance of EVP (Employer Value Proposition)
The EVP defines the employer’s promise to employees, encapsulating the essence of the experience offered within the company. Developing an effective EVP can be achieved through a detailed research process or by adapting a global EVP to local market specifics.
A well-crafted EVP contributes to:
- Talent Attraction: Positioning the company as a preferred employer in a competitive market.
- Employee Retention: Enhancing loyalty and satisfaction among employees.
- Employee Engagement: Promoting a strong organizational culture and fostering trust-based relationships.
Structure of an Effective EVP
A successful EVP must reflect:
- External Market Trends: To meet candidates’ expectations.
- Internal Company Culture: For consistency in messaging.
- Strategic Business Goals: To align within a broader context.
EVP Communication Channels
To ensure an effective communication strategy, the EVP should be promoted through the following key channels:
- Internal Communication: Enhancing engagement among current employees.
- External Communication: Strengthening the company’s image among candidates.
- Employee Ambassadors: Leveraging authentic employee stories to humanize the brand.
3 CASE STUDIES: Best Practices in Employer Branding
1. Bosch Romania
Bosch has structured its communication around three essential pillars:
- Grow: Career development opportunities.
- Enjoy: Organizational culture and employee benefits.
- Inspire: Leadership and innovation.
These pillars are integrated into their communication strategy through consistent social media campaigns and by promoting employee stories. Additionally, the hashtag #LikeABosch is used to align the product brand with the employer brand.
2. Google
Google employs a dynamic, flexible, and adaptable EVP with messages such as:
- Build for everyone
- Design for everyone
- Create for everyone
- Code for everyone
This dynamic model enables them to attract talent and establish an authentic connection between the company and its employees. The “Google Careers” platform and LinkedIn profile are effectively utilized to structure information and promote authentic employee stories. Moreover, the “Day in the Life” video format offers real insight into the life of an employee.
3. Netflix
Netflix demonstrates a strong commitment to its organizational culture, encapsulated in the EVP “Freedom and Responsibility.” It emphasizes:
- Innovation and Transparency: Minimizing bureaucracy.
- High Performance: Creating a trust-based and autonomous environment.
Their “Culture Deck” document serves as a reference point, clearly outlining how the principles of EVP are applied in practice. Their careers platform and social media channels are used to ensure consistency between promises made to candidates and the experiences delivered to employees.
In an economic landscape dominated by technology and automation, the human component of Employer Branding remains essential. A well-defined and strategically implemented EVP enables companies to attract, inspire, and retain top talent, contributing to long-term success.
By Andreea Lazarescu – Talent Attraction & Employer Branding Consultant
