The employer brand is the image that a company projects to its employees and candidates, particularly through its communication and marketing activities. The employee experience represents all the interactions and experiences that the employee will have within the company, and his or her feelings about them. These two concepts are therefore linked: if a company wants to have a strong employer brand, it must take into account the employee experience and make it as pleasant as possible.
A major HR challenge today
It is well known that it is more expensive for a company to recruit a new employee (interviews, training, etc.) than it is to succeed in keeping its talents. It is therefore necessary to retain employees. And Human Resources Departments have understood this: the employer brand has a major role to play in achieving this objective! In fact, according to a study by Office Vibe, turnover can be reduced by 28% by investing in employer branding.
And beyond building loyalty, a strong and modern employer brand can have a real positive impact on recruitment. Indeed, candidates, especially the younger generation, are increasingly interested in the employer image of the brand. According to a LinkHumans study conducted in 2019, 88% of young employees consider it important to be in tune with the company culture. Moreover, 33% of candidates say they would categorically refuse a job in a company that does not have a good reputation.
In concrete terms, several aspects come into play when it comes to investing in employer branding: digital communication (website, career site, social networks, etc.), employee testimonials, the company’s HR practices, its commitments (CSR, associations, etc.), services and benefits offered (CSE, gym, concierge service, mobile application, etc.), etc.
Digital revolutionises the employee experience
As we said in the introduction, the employer brand is closely linked to the employee experience. Indeed, the feelings and experiences that an employee will have within the company will automatically reflect on the company’s employer brand image. Digital technology is an integral part of our lives, we are used to getting information quickly with a few clicks. And the expectation is the same in professional life: an employee who has a question, wants to reserve a space or other must be able to do so simply and immediately.
The Smart Office is developing in this direction and companies are increasingly offering digital services to their employees, particularly mobile applications. Via their smartphone, employees can find colleagues, receive company communications, book a meeting room or a place in the canteen, etc. Sharvy is an example: via the web and mobile application, employees can reserve different spaces according to their needs (parking space, office, place in the cafeteria, etc.).
These additional digital services support employees on a daily basis and make it easier for them to come to the site. Their on-site experience is improved and above all innovative. They will have a positive image of the company they work for and will be proud to talk about it to others.