Understanding the concept of employer branding

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According to a study carried out by the Hay Group firm, entitled Preparing for take-off , it appears that the average turnover rate of a company's personnel (also called HR TurnOver rate) was established, between 2013 and 2018 worldwide, at 23%. If we consider the European continent alone, this rate does not exceed 18%, while in France it was estimated on average in 2018 at 15.1%. However, it should be noted that this figure is on the rise since the average car owner database HR Turnover in France in 2013 was only 13.7%. Behind this rate lies a terrible reality: that of the constant disorganization of teams! While companies must face globalized competition, permanent challenges of conquering new markets and consolidating historical activities, each departure of an employee and each entry of their replacement further weakens the organization of teams and constitutes a brake on performance. Curbing HR turnover is therefore an absolute necessity which involves, among other things, the development of an employer brand.





A bit like Mr. Jourdain who wrote prose without knowing it, every company has an employer brand. More or less visible, more or less dynamic, but it exists and sometimes even without the company knowing! In the age of social networks (especially professional ones!), candidates exchange information about companies and it is necessary to ensure, in order to attract talent, that reputations are good! This notion is widely covered in the Human Resources MBA "HR and Talent Management in the Digital Age" offered by ESLSCA Business School.

According to an American study conducted by Glassdoor in 2018, 69% of job seekers would not accept offers from a company with a bad reputation! In this context, the first of all prerequisites is to put your money where your mouth is. To maximize the credibility of your employer branding, what is said about a company externally must match what employees experience internally. An "oversold" employer brand is seen by candidates as a hoax. Recruitment then becomes difficult and retaining the most competent employees becomes a headache. Faced with the dismay (and disappointments!) of some companies, BPI France, the Public Investment Bank, recently published a comprehensive guide on developing an employer brand, which is structured around five key tips .