In today’s highly competitive job market, companies face two distinct challenges: attracting the best candidates and retaining employees. This is especially true in the tech industry. There’s been a dramatic increase in demand for engineering jobs coupled with a marked decrease in supply of qualified candidates to fill those positions. According to a CodinGame survey of nearly 14,000 recruiters and developers, the hardest positions to fill in 2023 are full-stack and back-end developers. These also happen to be the most in-demand tech jobs.
What this means is that companies need to work even harder to attract top talent, while also keeping the talent they currently have. The secret to success is employer branding.
Your company’s reputation is everything
Employer branding is the way your organisation presents itself to current and potential employees. A strong employer brand helps your company differentiate itself, and it’s the best way to communicate your values, your mission, and your culture. At its core, it showcases what sets you apart from other employers.
Getting the right candidates through the door
When it comes to job searching, reputation matters. In fact, “50% of job candidates refuse to work for a company with a bad reputation, even if there is a pay increase,” according to Randstad’s Employer Brand Research survey.
People want to work for a company with a strong brand reputation – one that truly cares about its people, its impact on society, and its position in the market. A strong reputation signals to people outside your company that you’re successful and have a good track record. And, in the end, people love to work for and with powerful brands. This translates to a positive culture, shared values, opportunities for advancement, and job security.
But, it’s not just what people outside your organisation can see that matters. What happens inside your organisation every day – and how employees view your company overall – play a huge role in shaping your reputation. Employees are the single-most important ambassadors of your brand. So, the best way to build a good reputation is from the inside out.
Keeping your employees happy
Because attracting top talent is only half the battle, your company must create an environment that encourages employee engagement, productivity, and loyalty. When employees feel a sense of community in the workplace, they’re usually more satisfied than those who don’t. A strong employer brand also creates a sense of pride among employees, making them more likely to stay with your company and invest their time and energy into their work.
At Visma, we measure employee engagement with the Employer Net Promoter Score (eNPS). It helps us keep a finger on the pulse of how our employees feel about their work, their impact, and the company as a whole. Over the last quarter, we’ve consistently achieved an eNPS score that positions us in the top 5% of companies within the tech sector for employee engagement and satisfaction. Obviously, we’re very proud of that!
And…
We know that we must be constantly evolving to meet the needs and expectations of our employees. We do that with monthly surveys, constant feedback loops, and a strong Employer Value Proposition (EVP).
Connecting your EVP with your employer brand
Your company’s EVP is a set of characteristics that defines your employer brand and differentiates you from competitors. It’s a statement that communicates the unique value that your company offers to its employees. In a nutshell, your EVP should answer the following questions:
- What makes your company a great place to work?
- Why should they work for your company instead of somewhere else?
- What’s in it for them?
Essentially, your EVP is your company’s culture and brand in one nice, easy-to-digest package.
At Visma, our employees are the driving force behind our success. That’s why our employer brand is built around a strong EVP. It’s the foundation of everything we do. We’re committed to the idea that we’re stronger together. Because, in this shared belief, we can all create an inspiring and engaging workplace.
An EVP is the promise you make to your employees in return for their commitment. It addresses things like compensation and benefits, development, and culture – and gives specific examples of what you offer in each of those areas. It goes beyond just salary and speaks to the things that matter most to a person’s life.”
Jet Bouwman, Employer Branding Marketing Strategist
Want to know what it’s really like to work at Visma? Get a glimpse into employees’ daily lives and read our EVP on our Careers page.