What you will find in this article

• Why work on your employer brand?

• Your professional life has a significant competitor: personal life

• Attracting and retaining the best talents

• The storytelling of the employer brand: 4 inspiring examples

The summer period is settling in, and vacations are approaching. Many companies gather their teams for a mid-season seminar team building, a day off, brainstorming workshops. Call it what you want, the vocabulary differs from one company to another.

This moment of pause is marked by a numerical assessment, future reflections, and often a convivial evening. Hop! We photograph all of this and joyfully post the pictures on social media. The company's image is then enhanced. The atmosphere seems really nice, smiles are on everyone's lips, and the proposed activities are so cool!

Add to this joyful parenthesis of freedom crazy offices, a ping-pong table, fresh and local fruits in self-service, and a gym membership.

Don't forget to offer 1 to 2 days of remote work per week (yes, it now weighs in the recruitment balance).

And to go further, you can even create a culture book in which you will tell the story of your company, its values, and its mindset.

WHY WORK ON YOUR EMPLOYER BRAND?

PROFESSIONAL LIFE HAS A SIGNIFICANT COMPETITOR: PERSONAL LIFE

Anne-Claire Ruel, author of the podcast “Les moments vacants” writes in the excellent Usbek et Rica, an opinion piece on the growing dissatisfaction with the world of work. “The fault of the '3Fs': boundary, fun, and frustration,” she summarizes.

“Is your work no longer a true source of fulfillment for you? Now, you focus entirely on your well-being and private life? Spoiler: you are not alone, and whether remote or not, it’s not going to improve soon. The fault lies in our relationship with reality against a backdrop of chronic dissatisfaction. Hence this question: how can we (re)find professional motivation when society urges us to enjoy every moment?”

ATTRACTING AND RETAINING THE BEST TALENTS

The transformations in the world of work are real and highly destabilizing for organizations. Recruiting has become difficult. It seems that the balance of power has shifted. In the United States, there is an accelerated phenomenon due to the covid crisis called “The Great Resignation.” More than 40 million people have left their jobs. But do not see this as a renunciation of the workforce. These employees are looking to join other companies where salaries are better, flexibility is greater, or consideration is not optional.

• What if the 4-day work week was a solution? Novethic takes us on a tour in Great Britain, Japan, and also in France. In response to the labor shortage, the tourism actor Vacances Bleues is deploying tests.

• What if we could work from anywhere? That’s Airbnb's choice.

THE STORYTELLING OF THE EMPLOYER BRAND

They are blooming everywhere. Videos dedicated to promoting the employer brand are part of the content toolbox of communication departments. They aim to show an attractive face of the company through the prism of the people who make it up. 

The ingredients of storytelling are often the same : fulfilled employees, a stimulating work environment, and room for each person's passions.

The editorial angles are plural. We have selected 4 striking examples!

DECATHLON FRANCE LETS ITS EMPLOYEES SPEAK

Through employee portraits, Decathlon highlights its teams, management, and values. We discover employees who love their jobs and progress within the organization while having time to enjoy their passions. 

LIDL FRANCE LETS THE FAMILY AND FRIENDS OF ITS EMPLOYEES SPEAK

Having the friends and family of Lidl's employees speak is a great idea! The brand has imagined human video content featuring a collaborator's professional journey told by a loved one. 

THE BIGARD GROUP RELIES ON A SERIES OF FILMS

Through a series of films, Bigard showcases the richness of a career within its group. Corporate HR film, recruitment-focused film, portraits, all seek to show the reality of the group as it is experienced internally. A job that can be tough but always exciting.

BODET SOFTWARE UNVEILS ITS BACKSTAGE

“Follow employees during a break and delve into the company's backstages by passing through the locker rooms. You will discover the different activities that can be practiced there.”

>> Note to consider : as a company, showing the best side of oneself is perfectly legitimate. One might say it’s human! It’s a strong lever of attractiveness.

However, avoid distorting reality. Be genuine, be authentic. Otherwise… beware of backlash.