Human resources management develops continuously. The concept of the employer brand, which appeared in 1990, keeps evolving. Companies use certain events to develop their employer brand effectively.
What is the real purpose of that work, and how do you bring an employer brand to life during an event?
Why develop a strong employer brand?
Developing your employer brand covers every action taken to find the talent a company needs and to retain current employees. In short, a strong employer brand has two main benefits.
Attracting the best candidates
Before applying, candidates research the company, and management practices in particular. Some go further and ask employees directly through social networks. If that research turns up nothing, or if the company’s reputation is poor, they will not apply. With a strong employer brand, by contrast, recruitment becomes a genuine competition for talent.
Retaining staff
Recruiting is always more expensive for a company, since new staff have to be trained and given time to settle in. An existing employee with considerable experience of your company is therefore substantially more productive. A strong employer brand helps you retain employees by making them proud to belong to your company.
Five ideas for bringing your employer brand to life during an event
Whether a seminar, a trade show or an evening reception, a company event generally brings together employees and potential colleagues. It is the right moment to project a good image of your company and get people talking about it. Favour group activities, and particularly memorable ones.
Mini-olympics
This team-building activity forms several teams of colleagues who compete as they would at the real Olympic Games. Through a range of sporting activities and challenges, you create an atmosphere that is both competitive and enjoyable, and strengthen team spirit between colleagues. You can also hold a medal ceremony at the end to make the day memorable.
A sailing regatta
If you are on a business trip near the sea, use the occasion to organise a regatta. It makes the trip more enjoyable and strengthens the sense of belonging to your company. Like the previous idea, the activity supports both team spirit and healthy competition.
An origami workshop
A fairly original group activity that stimulates creativity and creates a family atmosphere between colleagues. Everything here is simple: you make things together, you cook, and everyone takes part.
A confessional
The concept borrows from reality television confessionals. You build an intimate set with cameras and write an offbeat questionnaire to understand attendees better. Keep the best moments and give guests a recording, so they take the memory of the event away with them.
A photo activity
A photo activity is also an effective way to capture your event. Several options are open to you. Outdoors, you might run a group photo marathon; at a trade show or conference, use a photocall to display event photographs and get your audience interacting. You can also hire a professional photographer for official photographs of the event. And you can let guests leave with a memento, through a photo booth.
What about you: do you have other ideas for bringing an employer brand to life?