The Romanian labor market transits a critical moment in its history. Recent research in the field shows that one in two Romanians is thinking of leaving the country. This is one of the main reasons why companies need to invest more and more in developing an employer branding strategy to attract and retain the best employees.
The employer branding strategy, integrated into the communication strategy and applied within a company, acts in two ways. The first one is designed externally and includes the content marketing strategy made to create relevant content in order to consolidate and enhance the company’s image and its reputation. Thus, the company positions itself as “employer of choice” and becomes the first option in the minds of the professionals in the industry in which it operates.
In short, the employer branding strategy refers to all the company’s identity elements that differentiate it from competition and which gives it the opportunity to attract and retain the most suitable employees. explains Adriana Cocîrță, Owner Nomade Communication.
Classical recruitment is no longer working. If you want to attract good candidates, it is ideal to communicate transparently and to present the work environment better when promoting a job inside the company. If you work with a recruiting agency, your credibility with a candidate, especially an experienced person, increases. We live in the era in which recruitment strategy counts on achieving business goals, says Alexandra Micu, Owner Talent Center.
Creating a separate site recruiting page, highlighting policies, programs, and compensation packages and benefits in social media, and the publication of employee stories, are just a few of the tactics to be applied in an effective employer branding strategy.
Each company has two choices: either it continues to work, as usual, leaving the candidates to form a random opinion, or controls the narrative and builds a strong image alongside an impeccable reputation based on transparency and a sustainable attitude. The national and international economic context has motivated us to build an employer branding division, alongside the Talent Center, a training, consulting and headhunting company. My goal and Alexandras’ – Owner Talent Center – is to support companies in their efforts to have a coherent communication strategy and to form homogeneous teams to help them develop, Adriana Cocîrță says.
The second point concerns organizational culture focused on employees who are offered pride of motivation, their work being acknowledged alongside the value they bring, both professionally and personally to the company. Thus, teams are more productive, more involved in the activity, and more effective in achieving goals.
You can have good candidates if you try to meet their evaluation criteria: be transparent, flexible in terms of wage bargaining, and have department managers who know how to hold an interview. The image counts in recruitment, and candidates check out potential employers on LinkedIn, Facebook and ask for direct references inside of the company if they have friends working there. Employer branding starts from inside the company, and the first employees you have to recruit are the ones you already have, Alexandra Micu adds.