Extract
[...] The employer brand is not a simple marketing communication tool. The concept of employer brand has become an important element in the HR field, influencing the perception of candidates and also the loyalty and engagement of employees. The war for talent triggered by the current pressures of the job market highlights the crucial importance for companies to position themselves in an attractive and transparent way to attract and retain talents. The benefits of the employer brand, such as employee loyalty, emotional engagement, satisfaction, and motivation, are closely linked to the construction of an authentic and consistent image. [...]
[...] & Sirbey, B., 2017).12 Many new approaches have emerged over the past five years. Recruitment is part of it and, like all other sectors of the economy, it must reinvent itself due to the digital revolution. It is therefore not surprising that most start-ups rely on digital solutions to offer new solutions. Social networks, led by LinkedIn, have also taken the stage with great fanfare, creating new opportunities to attract candidates (Barabel, M., Lamri, J., Meier, O. & Sirbey, B., 2017). [...]
[...] So, develop your employer brand to attract them. People have increasingly high expectations in terms of skills in marketing and human resources management, which is why the concept of 'human resources marketing' has emerged. A study conducted by LinkedIn revealed that competition and compensation are the two main obstacles to recruiting the best talents. We cannot just look at salary levels. All companies in the same sector do not have the same resources and many candidates are not only interested in their salary level. [...]
[...] Employer obligations include training, career opportunities, and personal development. II. Recommendations 1. Recommendations for Attracting Talents Research of meaning, flexibility, social and environmental commitment . : the expectations of candidates towards companies have changed. Organizations must now strive to define criteria such as management, work-life balance or values to make themselves more attractive. To ensure these commitments, candidates no longer hesitate to inform themselves through many rating sites or to contact former employees of the company via social networks. It is therefore essential to ensure transparency and authenticity from the beginning and throughout the recruitment process regarding these issues. [...]
[...] Offer employees a wider and more diverse range of options and ensure they are interested in the position. Like any brand, the employer brand escapes the control of the organization in several ways, first because the expectations of candidates and employees are constantly evolving, because the dimensions of the employer brand are co-constructed, and finally because this employer brand is a social lever. The network and review site are subject to criticism. The permeability of the employer brand on sites like Glassdoor requires a certain coordination of external and internal employer brands, especially starting with the website to better understand the expectations of the new generation. [...]
