HR brand development

HR branding beyond recruiting

A strong HR brand has its own language, understandable to an audience of like-minded people, its own style and opinion. This is not just a recruitment tactic. It is a symbiotic fusion of recruiting practices with positioning and other elements of identity. That is, a whole range of work that forms and implements an EVP value proposition that combines social, moral, and financial advantages.

The goal of HR branding is to create a story that resonates within and outside the company, attracts talent, and fills the workplace with values and a positive mood.

Why build an HR brand

Companies operating without an HR brand face barriers that slow down growth and development. Those who have approached the image at an amateur level without paying attention to the formation of an integrated system also fall into the traps of HR branding. This is how a company can invest money and time in the well-being of employees, but not get results. Here is a list of common problems.

Difficulties in finding personnel. Recruiting is turning into an uphill struggle. Potential candidates are drawn to jobs that demonstrate a positive image of the workplace, alignment with values, and career opportunities.
"Turnover". An employee is more likely to leave a company where the HR brand does not meet their values and expectations. A high level of staff turnover disrupts internal processes, entails significant costs for recruitment and training of personnel.

Reduced productivity of the team.Inconsistency undermines the morale of employees, hinders the development of a cohesive team, affecting work efficiency. Without connection with the brand's values, the employee feels detached, which reduces engagement and satisfaction.

Negative reputation.Reputational losses will make it difficult to find valuable personnel, alienate loyal customers who often associate internal culture with the quality of products and services.

The destruction of identity.The inconsistency of working with HR branding tools breaks the integrity of the company's perception.

Working with customer requests, our strategists and analysts often come to the conclusion that the lack of an HR brand is the main obstacle to development. By building it, we solved the problems that companies had been struggling with for years.

Internal and external HR branding

HR branding can be divided into 2 blocks. Both exist in one integrated system, broadcasting identity and generating interest in the company. But they work for different audience segments.

Internal HR branding
1. Increases employee morale by creating a work environment consistent with values.
2. Saves valuable frames. Retains the team by revealing the advantages and showing a creative atmosphere in the workplace.

3. Increases labor productivity. Enhances employee engagement and productivity.

External HR branding

1. Builds customer trust. External stakeholders absorb the internal culture, which increases their trust and loyalty.
2. Attracts valuable personnel. Helps to find like-minded people, building an effective team.

How candidates choose a company

During employment, people explore which company is more in line with their values, career goals, and lifestyle. These considerations vary, but usually the following factors influence the decision.

A favorable working environment.A friendly atmosphere in which people feel that they are respected, appreciated, and given the opportunity to contribute.

A sense of security. Social packages, an understandable payroll system, and transparency in communication are all things that help you feel confident about the future.

The opportunity for growth. Transparent professional development prospects, mentoring programs, and professional development opportunities.

Strong leaders with a clear vision.The leadership team inspires confidence and motivates you to make every effort to achieve common goals.

Social responsibility, ethical business practices. Employees are proud to be associated with organizations that set higher goals than just making money: benefits for people's lives and the environment.

Work-life balance.Modern companies strive for the well-being of their employees by offering a convenient schedule and not claiming personal time.

HR branding uses all possible tools: social networks, advertising campaigns, media and interior design. By effectively communicating values through different channels, you can quickly create a positive image of the company. But it is equally important to really match the image that is being broadcast. To do this, you need to set realistic goals and make promises that the brand is able to fulfill.

Stages of HR branding from Fabula Branding

In an environment where HR branding is often seen as a separate tool, Fabula Branding offers this turnkey service. The success of an integrated approach to the task can be assessed from real-world cases, where companies have observed positive changes in employee satisfaction, talent attraction, and brand perception.

A team of strategists, designers, and creators consistently and carefully goes through each stage of HR branding. For our clients, we develop:

Positioning that highlights strengths.

A communication strategy that will unite and motivate the team.

A recognizable image.

A space where it is comfortable to work and relax.

Merch that the team will like.

The formation of an HR brand is a long and interesting path. It is a great pleasure for us to accompany our clients along this path. Through a strategic approach, real success stories in the portfolio, and an emphasis on its work in a broader branding system, Fabula Branding helps the company move towards transformation.