How can you boost your employer brand to attract talent?

At a time when talent is increasingly difficult to attract, there is no better asset for an estate agency than a good reputation. In this context, boosting your employer brand is one way of attracting new talent.

Building a strong employer brand has become a key issue for companies that want to recruit the best talent quickly and easily. To achieve this, you need to highlight your identity, your philosophy - what makes you unique in the marketplace. The aim is to convey a positive image of your agency to the public.

What is employer branding?

The employer brand is defined according to three criteria:

• The identity of the agency :

This is the core of your business (your sector of activity, your service offering, your values, etc.).

• Internal image :

It's the image your staff and partners have of your agency. What is the working atmosphere like in your office?

• External image :

Your agency's image in the eyes of the general public, including potential future clients and jobseekers.

Why develop your employer brand?

Today, 9 out of 10 job applicants consider the question of meaning to be important in their decision to join a company. They are looking for a company with a good reputation that shares their values. One that can offer them a pleasant working environment. A positive employer brand is therefore of particular interest to companies seeking to attract the best people.

Thanks to the development of digital tools, job applicants can access a vast amount of information on working conditions within companies in just a few clicks. Companies must therefore develop their image by adopting a transparent and attractive message.

More your agency's image is positive, the more likely it is to attract the profiles it needs!

Taking stock of your reputation

Before you embark on any communication initiatives to boost your employer brand, you need to do the following an assessment of your estate agency's reputation What do customers and prospects think of your brand? How are you perceived by your partners and employees?

To get an answer to these questions, you can conduct a quick survey on search engines and social networks. This will enable you to establish a relevant strategy for developing your employer brand.

To find out more how to become locally influential to develop your employer brand.

The strategy you need to put in place to boost your employer brand

To encourage candidates to apply to your company and join you, you need to act through a number of channels.

• Your website

According to a study carried out by the RégionsJob portal on more than 300 recruiters and 2,500 candidates, 82 % of candidates find out about the company before applying and 59 % of them have already abandoned an application as a result of the information they found. As your website is your main shop window, it is important to take care with its presentation.

Create high-quality content that tells the story of your company and conveys your identity, values and philosophy. Don't forget to take care with the pages devoted to recruitment, describing in detail the position(s) to be filled and the experience and level of education required. The aim is to make candidates want to apply to your agency, while at the same time remaining authentic and transparent.

• Social networks

To convey a positive brand image, don't hesitate to share the life of your team on social networks. Video is a particularly interesting format for this kind of initiative. It has huge viral potential and will appeal to young recruits.

To start with, you can ask your staff to introduce themselves briefly, in a serious or rather original way, depending on the tone you want to give to your communications and your identity.

• Inbound recruiting

Inbound recruiting is a strategy based on the creation of rich content that enhances your employer brand. The aim is to raise awareness of your agency in order to attract the best candidates. In the same way as inbound marketing, you will address candidates through articles, a blog, a newsletter or through exclusive events aimed at advising candidates, sharing the brand's expertise or communicating the company's values.

Turn your employees into ambassadors

Finally, don't forget that your employees can be your best brand ambassadors. If they feel good in their working environment, they will talk about it to others, and that will help you build a good reputation. What's more, developing your employer brand internally will be a way of retaining your talent.

You can maintain a good atmosphere at work by organising events dedicated to them (afterworks, team-buildings, etc.). The development of your internal employer brand should not be neglected.

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