You're struggling to attract top talent. How can you build a strong employer brand as an HR executive?

First of all, I would like to explain a company's Vision which is a forward-looking statement that defines its long-term aspirations and ultimate goals. It encapsulates what the company aims to achieve in the future and serves as a guiding star for strategic planning and decision-making. The Vision inspires and motivates employees, stakeholders, and customers by providing a clear picture of the desired future state and the impact the company intends to make in the world. It reflects the company's core values and purpose, guiding it toward sustained growth and success.

Start by defining and communicating your company’s mission, values, and culture clearly. Showcase employee success stories and testimonials on your website and social media to highlight a positive work environment. Engage with potential candidates through social media and professional networks, sharing content that reflects your brand. Offer competitive benefits and career development opportunities to appeal to high-caliber talent. Regularly gather and act on feedback to continuously improve the employee experience. A strong employer brand attracts top talent and fosters long-term loyalty.

Be clear about who you are and who you're not as a company. This means outlining your values, how your people live the values, and how leadership works to improve your culture everyday. In addition to your brand, you need a strong culture to attract top talent. If your engagement scores are extremely low, take a pause and work on the culture first. Adding more people into a problematic culture might make things worse. Tap your current employees and leaders to tell their unique stories about what it's like to work in your organization. And remember that when an employee leaves, that's another opportunity to showcase your values by treating them with respect on the way out. Departing employees carry your employer brand message forward.

Como especialista em Recursos Humanos vejo que a comunicação interna e externa são ferramentas cruciais para uma marca empregadora forte. Para trabalhar a comunicação de benefícios nessas duas vertentes é essencial entender benefícios não apenas no aspecto formal da palavra, mas sim tudo aquilo que meu público alvo enxerga como benefícios, e usar a linguagem para comunicar aquilo que sua empresa tem de melhor nesse sentido.