Employer branding is a key lever for attracting, recruiting and retaining the best talent. It's not just about a company's external image, but also its internal appeal. In an increasingly competitive job market, a well-defined employer branding strategy is essential to stand out from the crowd.
According to a LinkedIn study, 75% of potential candidates research a company's reputation before applying. For example, in the luxury sector, brands are investing heavily in their employer brand to attract candidates who aspire to work in prestigious, creative environments. Their strategy features employee testimonials on creativity and career opportunities within the group.
Companies with a strong employer brand see a 28% reduction in turnover, according to Harvard Business Review. In the hospitality sector, the Accor group invests in the training and professional development of its employees, helping to significantly reduce turnover in a sector often marked by high mobility. Accor emphasizes personalized career paths to encourage employees to stay for the long term.
Over 86% of jobseekers consult employee reviews on platforms like Glassdoor. In the digital sector, companies are rated highly because of their commitment to inclusion and diversity. This positive image not only attracts talent, but also improves their perception with customers and partners.
According to Randstad, companies with a strong employer brand can save up to 50% on recruitment costs. In the sports sector, the Decathlon brand attracts sports enthusiasts thanks to transparent communication and a working environment focused on innovation and well-being. This enables them to receive a large number of unsolicited applications, thus reducing recruitment costs.
93% of employees believe that a company must offer an excellent employee experience to retain talent, according to Deloitte. In the tourism sector, Club Med stands out for its ongoing training programs and international opportunities. Employees, known as "Gentils Organisateurs", benefit from a unique and enriching work environment, which reinforces the brand's appeal.
A PwC survey reveals that 88% of millennials are looking for companies that share their values. In the events sector, GL Events highlights its culture of innovation and ecological commitment through sustainable events. They actively communicate their actions to reduce the carbon footprint of events, which attracts environmentally conscious talent.
61% of employees say transparency is a key engagement factor (Source: Harvard Business Review). In the e-commerce sector, companies like Zalando have introduced policies of salary transparency and flexible working, which improve employee engagement. This transparency strengthens the confidence of both employees and potential candidates.
By engaging your employees in an ambassador program, you increase your engagement rate on social networks by 24%, according to Sprout Social. In the restaurant sector, the Starbucks chain encourages its employees to share their experiences on social networks, while offering them generous employee benefits. This strengthens their employer brand and attracts candidates looking for a respectful working environment.
A strong employer brand not only attracts talent, it also improves overall performance. For example, in the healthcare sector, companies like Sanofi focus on the well-being of their employees, which has resulted in a 15% increase in productivity (Source: Gallup). A good employer brand helps to strengthen talent retention and improve long-term profitability.
Investing in an employer brand not only helps to create an attractive working environment, but also to retain talent, enhance online reputation, and strengthen overall corporate performance. In every business sector, whether luxury goods,hospitality, digital or tourism, employer branding has become an essential strategic asset for ensuring growth and competitiveness.
When you don't know how to build a relevant employer brand that reflects your image, it's important to get support. That's why Crews offers training tailored to your needs and business challenges, to help you develop your employer brand and attract and retain talent within your company.
The Employer Brand training course lasts 7 hours and is designed for professionals.
If you are retraining or looking to continue your studies, Crews also offers long courses from Bac+3 to Bac+5, including complete Employer Brand modules:
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