It is crucial to have a strong culture to attract and retain talent, which should also promote employee well-being, value diversity and inclusion, encourage collaboration and innovation, and offer opportunities for growth and development.

In an increasingly competitive job market, companies face the challenge of attracting and retaining the best talent. Employer Branding emerges as a strategic tool to build a reputation as an excellent employer, distinguishing itself from the competition and boosting business success.

But this effort goes beyond merely seeking talent. It's about building a strong and authentic employer brand that reflects the company's culture, values, and opportunities. This brand must be consistent at all points of contact with employees, from recruitment to professional development and retention. The expectations of professionals in the current scenario go beyond just a competitive salary.

Today's employees value various aspects when choosing a company to work for, such as internal culture—it is crucial to have a strong culture to attract and retain talent, which should also promote the well-being of employees, value diversity and inclusion, encourage collaboration and innovation, and offer opportunities for growth and development.

A second important pillar is the Employee Value Proposition (EVP), which defines what differentiates the company as an employer and what it offers its employees in terms of benefits, opportunities, work environment, and professional development. It is important that the EVP is clear, authentic, and aligned with the company's culture.

For all this, communication is crucial—the company must communicate its employer brand clearly and consistently across all relevant channels, both internally and externally. When successful, Employer Branding facilitates the attraction of qualified candidates, reducing the time and cost of the recruitment process. Additionally, when employees identify with the company's brand, they are more inclined to stay in the organization, reducing turnover and the costs associated with training, while alternatively increasing productivity, creativity, and loyalty to the company.

A good employer brand also contributes to the overall reputation of the company, making it more attractive to customers, partners, and investors. Examples of this are some international companies like the Port of Antwerp, Google, Heineken, or Starbucks, which take Employer Branding very seriously, something that is not yet very present in Portugal.

This article was shared in Visão.