Reputation is important in order to attract good, in-demand specialists. And what forms it helps the company to detain employees.
Imagine a situation: a person is looking for a job. He has experience and qualifications. He chooses from several companies, all offering good salaries. And in this case, money is not everything. He will ask friends, search the Internet, what it's like to work in a particular organization. If the search quickly leads him to the public "Anti-rating of employers of city N", most likely, the applicant will find another offer.
Or, let's say there is only one offer and there are no negative reviews on the Internet. Or we are dealing with an novice specialist who needs experience at any cost. Such people can get a job, but if there is hell in the company, they will leave at the first opportunity. For an organization, such turnover results in unnecessary waste of time and money on finding and adapting a new employee.
To prevent this from happening, we need to work on the HR brand.
It may seem that an external HR brand is more important, because it is aimed at a wider audience of potential applicants. This is not the case, because if the company employees feel bad , then it will inevitably leak out. Developing an external HR brand without an internal one is like fixing a leaky pipe with duct tape. Sooner or later it will explode.
But if you first take care of the situation inside the company and what current employees think about the organization, the external HR brand can begin to develop by gravity (which is not enough, we will talk about this later). Moreover, the internal HR brand is just creating a base from which to start outside.An internal HR brand consists of several components that are worth taking care of. Here are some of them.
These words make many people roll their eyes and imagine strange meetings at which employees with burning eyes sing the company anthem and make three "koos" when the CEO appears. But that's not the point, of course.
Of course, the main motivating factor to work effectively and stay in the company is the salary Job, salary, efficiency: is there a connection? / VTSIOM . Often people are willing to put up with the fact that the company is engaged in matters that are not close to them. Because, as the classics of our time said, "for money, yes!". But income alone is an unreliable way to keep a person, because it is easy to outbid a salary with the same amount.
At the same time, people usually like it if they work in a company with similar values to their own and understand that they are doing something important. For example, a pacifist chemist would be more happy to create a cure than a secret poison. A vegan will feel more comfortable in the production of leatherette bags, from the sale of which the organization donates money to support animals, than in a sausage shop.
The mission is what the company exists for. Values are the principles by which it functions. And they are needed not for show, but to attract people who will share them . However, this is important not only for the HR brand, but for the reputation in general. Both investors and customers will pay attention to them. For example, it is important for some people to buy from an ethical brand, and not just work for such a company.
In other words, how comfortable the employee is to work. The conditions are what the company offers right now in addition to the salary: from a comfortable workplace and a coffee machine in the office to VMI, the opportunity to work remotely, corporate psychologists and courses.
But employees also need to see the future if they want to develop: whether they can grow and learn within the organization. Career opportunities are the second most important What motivates employees to work well: survey results / HeadHunter an item for specialists when evaluating loyalty to a company and their desire to work effectively.
Comfort implies not only bonuses and opportunities, but also the climate within the company. It is important how conflicts are resolved, how the management behaves, whether there are mediators to whom you can turn if some communications are out of control.
The effectiveness of an external HR brand is determined by the recognition of the company, the number of people willing to work here and the rate of closure of vacancies . Of course, the last parameter has nuances, because an organization can search for a specialist for a long time, wanting to get the perfect employee. But the dynamics as a whole can be tracked.
These are the parameters that are important.
The corporate identity of the company allows you to increase brand awareness. An interesting logo, a sonorous name, corporate colors — all this works to create an associative series. For example, large banks are often named by their corporate colors — red, yellow, green. And everyone understands what it's about.
Corporate blogs, social media pages, own website — many sites help to talk about the life of the company. On them, the organization can reveal the features of internal processes, mention the advantages of working in it, and broadcast its mission and values. And ideally, also share useful information in order to attract not only those who are already interested in the brand, but also everyone else.
At the same time, it is important to separate client and HR texts. The former help to sell your products. The latter sell your company, and they are read by specialists who could cooperate with you. They are more interested not in what you do, but how you do it.
Naturally, mostly bad information is disseminated. You will have to take care of the good one with the help of a promotion strategy. These can be collaborations with other brands, trips to the office for bloggers, news events — for example, interesting cases and research.
If the company does not exist the first day, most likely, it already has some kind of HR brand, it just formed on its own. Moreover, it will not necessarily be negative, although this is possible. But this does not mean that it is too late to do something. You can start whenever you want. It's easier for a new company: it can think through its positioning in advance and build an HR brand from scratch.
This will be useful for almost all organizations, except for those that do not have turnover or are not going to expand. It may not be worth putting a lot of effort into closing a vacancy once every five years.
