What does the employer’s brand consist of and how to develop it?
HR brand development is a fairly young direction, which is located at the intersection of marketing and HR – says Maria Nikolaeva, Marketing Director of Usetech.
The HR brand consists of two parts:
- The external HR brand is the external “look” of the company for jobseekers, as well as the reputation and positioning of the company in the labor market.
- Internal HR brand – works within the company, increasing employee engagement, loyalty, and satisfaction.
To develop an HR brand, conduct internal questions in the company and conduct a market analysis: find out from which channels specialists receive information about companies? What is important to them?
Usetech is actively developing an external and internal HR brand. For example, when developing an internal brand, we actively work with the loyalty and involvement of employees, and the WorkCore intangible motivation platform helps us in this.
We would like to wish companies to take an active part in the development of the employer’s brand, because this allows you to be more competitive and attractive to potential employees.