A positive corporate image not only makes it possible to effectively attract new employees and optimise recruitment processes. After all, taking care of the right corporate branding tools also leads to an increase in the commitment and trust of existing employees, the brand's best business card. In the age of the candidate market, employer branding is no longer just an option, but a foundation on which to build a competitive advantage. Find out what constitutes effective creation and management of a company's image and what you can gain from it.
What is and what are the benefits of consistent employer branding?
Corporate image creation, in the context of employer branding, is a process aimed at creating an attractive image of the company in the eyes of its employees. What is more, a properly prepared strategy, in the long term, will also serve to create a positive image of the company among customers, shareholders or investors. Actions taken in this respect - both internal and external - should be coherent and encompass various forms of activity, and communication should be carried out in multiple ways.
See what corporate branding tools you need to pay attention to.
Creating a corporate image on the Internet
Take care of your company's website, both the content and the visual layer. Since this is where many candidates first check information about a potential employer, it is a key element of your company's image. What's more, existing employees are more likely to share your content if it is polished and in line with current trends.
Communicate with the language of success. Do you have big and recognisable brands in your portfolio? Tell us about it. This sends a clear signal that you are a trustworthy business partner, which will also have a positive impact on your employer image. On your website, it's a good idea to create a tab with the logos of your client brands and a few words about the collaboration. Can you boast about your successes? Do it. Ask former and current contractors for references and post them online. It's a recipe for recruitment success.
Employee and corporate image. Create a dedicated sub-page where you can post photos of your team members along with a description. You can mention not only what they do for a living, but also what hobbies or passions they have. Are you organising team-building trips? Don't forget to include a photo story. Show that you are a harmonious team and that working with you is a real adventure.
Effective corporate image management cannot exist without analysing online sentiment. It is worth keeping track of how your company is being talked about online, and it is best to respond to crises immediately and thoughtfully. After all, every negative opinion can undermine your positive employer image that has been built up over the years.
See what crisis communication is and how to choose the right tools.
However, creating a company's image online is a complex process that should be carried out in multiple ways. Content should be published in several places simultaneously, in this case on the website and on social media profiles. In doing so, it is important to ensure that they are not only consistent, but also tailored to the communication channel.
Benefit system as a tool to create corporate image
It is no secret that candidates and employees look more favourably on companies that can offer them an attractive benefits package. However, it is worth remembering that the era of 'fruit Thursdays' is considered a bygone era, and the demanding market forces employers to implement new solutions. Solutions that enable employees to self-develop and expand their professional competences. Implementing ideas such as, for example, subsidising training courses chosen by the employee himself, will have a great impact on the employer's image. Listening to the needs of the employee and taking real action is certainly one of the most important elements of the image of the dream manager.
How do you create a corporate image? Talk about her mission.
In order to create a strong and attractive employer brand, it is important to introduce communication of the company's goals and mission. In this case, it is essential to promote the company's values through both internal and external communication. Therefore, do not limit yourself to just publishing material on social media or the website. Keep in touch with the team on the employee blog or by sending emails or newsletters. It is worth using all the tools available to tell the story of what makes a workplace special and its mission. This gives the company an image of a strong and informed organisation, standing on strong foundations.
Summary
Effectively creating a company's image as a good and trustworthy employer is a long-term process. Its effect is influenced by promotional, internal and business activities. Achieving the objectives therefore requires a strong commitment and the implementation of numerous initiatives. If you feel that your company needs support in this area, contact us!
