EMPLOYER BRAND: ATTRACTION AND RETENTION OF TALENTS REQUIRES EFFECTIVE, TRANSPARENT AND TANGIBLE COMMUNICATION
HIBAPRESS-RABAT
Your company’s reputation: a major asset for 80% of the talents surveyed, Appropriate communication helps attract and retain talent, Employer branding: a powerful tool under-exploited by companies.
Casablanca, July 2, 2024 – The WAT Maroc (We Are Together) agency, specialized in Corporate and HR communications, unveils the results of an unprecedented survey conducted among 1,418 active people, highlighting the crucial importance of the employer brand in meeting candidates’ expectations. Between preconceived ideas and reality, it is essential to clarify things.
The Laws of Attraction
Whether for young workers or experienced professionals, finding the ideal company is not an easy task. The reason is simple: for 80% of respondents, the reputation and image of the company are essential. Thus, 42% of job seekers prefer multinationals, which invest more in developing their employer brand and their reputation, compared to 21% for large Moroccan companies, despite often similar but less well-known advantages.
Candidates and employees in search of seduction Candidates, in search of transparency and information, believe that a company must use all its assets to attract them, thanks to a coherent and identifiable brand identity, both in terms of discourse and image.
The numbers speak for themselves:
77% of candidates are sensitive to companies that take care of their online presence, particularly on social networks and via their website (63%), and that create newsletters (43%) with original content and tone. The video format is popular in 78% of cases. 58% attach great importance to companies that promote a strong corporate culture (values, mission, vision). 52% focus on the projects and jobs offered. 50% are attracted to companies that communicate about their social benefits (insurance, paid leave, flexible hours). 50% want to know more about career opportunities (development, mobility, training and personal development). 46% are sensitive to work-life balance, but only 12% consider teleworking and flexible hours as decisive factors. 28% value companies that communicate about their societal commitments such as CSR and diversity and inclusion policy.
The Importance of Employer Branding Employer branding is at the heart of image issues related to human resources management internally and recruitment externally. It reflects what candidates and employees perceive, know, or think they know about the company. Long neglected, it is now an essential asset for companies, sometimes even decisive for their commercial success.
To be effective, the employer brand must be defined and developed in collaboration with HR, managers, the management committee, employees and even future employees. It must reflect a reality experienced and desired by all.
“Moreover, as Charlotte Lefort, associate director of the WAT Maroc agency, points out, in 8 out of 10 workshops, the lack of transparency in communication is regretted by employees.”
Once defined, the next step is to promote it and make it known to the targets, using the right words and the right channels. Whether it is company conventions, specific campaigns, employee advocacy or internal communication, the effectiveness of the strategy is based on its sincerity and its ability to give meaning. This is exactly what current and future employees are looking for.
