How to Create an Employer Brand That Attracts the Best Global Talent

Did you know that 86 percent of employees do not sign up for a company with bad

Would you apply for a reputation or continue to work there? This statistic should be enough to give your

Companies to make it clear how their employer brand can affect not only their reputation and

performance, but also your ability to attract and retain talent globally.

Employer branding is a long-term strategy that helps companies develop the knowledge and

Perception of current and potential employees, to control the values and characteristics

that make up the culture of your company and the commitment and pride in

Promote belonging to your company's workforce on a global scale.

Why is it important for companies to focus on their brand?

Alexa Williams, Manager of Employer Brand at Globalization Partners, explains: "The main reason for

an employer brand is the differentiation ... The purpose of creating, building and

Maturing your employer brand consists of defining what makes you unique."

The Society for Human Resource Management emphasizes that an employer brand is a must-have.

helps identify the talents they want to attract, or the persona they're looking for.

as well as the company's Employer Value Proposition (EVP).

The employer brand is also important for attracting customers. Companies can use their

use employer brand to communicate with their customers through their employees,

especially if they are present in a global market.

"The main reason to have an employer brand is to differentiate yourself ... The

The purpose of creating, building, and maturing your employer brand is to

define what makes you unique.

"You can show how satisfied your employees are, how you are growing and new and better

Attracting talent around the world, and why you're the kind of company that the

customers would like to work together. The people behind a product or a

service are also the differentiator for the customer experience," says


A strong employer brand shows that employees are satisfied and engaged, which translates into

a good reputation. It also helps retain existing team members, which leads to

continuous growth.

How can employer branding help attract and retain global top talent?

Employer branding is especially important for successfully attracting and growing global employees.

bind. In fact, companies that invest in their employer brand can reduce turnover

by 28 percent.

An employer brand tells the story of your company. It helps potential applicants to:

imagine working in your company, and employees, because of their positive

Experience again and again for you as an employer.

What are the most effective employer branding strategies?

As an employer, you should always put employees at the center of your business goals and -

Make decisions. Williams reiterates the importance of building your brand with

Humanize employee-centric content to create a unique experience.

1. Define your approach

One of the challenges of building a strong employer brand is to focus on

focus on the strategy and the key stakeholders involved. Allie Kovalik, Community & Culture

Manager at Globalization Partners, says, "It's crucial to get the project owners and the

teams involved and identify key partners and stakeholders. It's

fundamental to establish a structure and model that will help you to quickly

to do things the right way and influence the right people."

2. Build a strong company culture

Forty-seven percent of active job seekers say that company culture is a

is an important motivator when looking for a job. Kovalik defines culture as a by-product of the species

and way everyone in the company lives and interacts with each other, how people

communicate, collaborate and act as a company with transparency and accountability


"Building an authentic culture starts with building a strong

A sense of community, because people are looking for more than just a job - they want to get involved with the

Feeling connected to mission and having a sense of community and belonging," says Kovalik.

In fact, a high level of affiliation was associated with a 56 percent increase in job performance


"It is crucial to involve the project owners and the teams involved.

and identify key partners and stakeholders. It is from

It is essential to establish a structure and model that will help you quickly become

act, things to do.

3. Pay attention to metrics

Metrics are key to tracking the evolution of your brand strategy and

Identify opportunities for improvement. According to Williams, these are the most important metrics that

You should pay attention to:

  • Commitment

Measuring engagement is critical to identifying potential gaps in the employee experience

to recognize. Engagement is an indicator of how authentically employees are making their

Experience whether they are proud to work for your company and whether they see you as a

employers would recommend them to others.

  • Quality of applicants

Another top-of-funnel indicator is the quality of applicants. It measures how successful your

Recruitment strategies are when it comes to finding qualified candidates who

are ultimately successful in their role.

  • Applicants' experience

One way to evaluate your candidate experience is to determine your Net Promoter Score

(NPS). Applicants have the opportunity to influence your company's reputation, and also their

Experiences count. The NPS measures the success of your hiring process, whether the applicants are right

and whether they would recommend your company to others.

  • Social Listening

Understand the online conversation about your brand through social listening. This includes the

Monitoring your media presence, checking your website and that of your competitors, and

tracking traffic to your career site and referral rate.

4. Focus on employee advocacy

Employee advocacy is an important part of a successful employer brand. It

It's important to make sure that employees have the opportunity to engage with your branding

efforts. According to Williams, employee representation isn't just about

Ask employees to share why it's great to work for your company, but

about providing them with truly unique experiences so that they can share their ideas and their

Feedback can help shape the brand. That's what makes employees want to change their

Sharing stories organically.

Kovalik affirms that employees are also your company's customers, and if you see them

participate in the development of the company, they become global ambassadors.

5. Define your value proposition as an employer

Seventy-five percent of job seekers consider the EPP before committing to a job

- they think about the company's values and how the

companies can offer them benefits.

Williams explains that the EVP is a fundamental element of your employer brand. It helps

Helps you attract the right talent and defines what you offer as an employer, such as:

Career development, work-life balance, diversity and community.

What is the most effective way to communicate your employer brand?

It is crucial that you determine how you want to provide information about your

Passing on the employer brand as it evolves, both internally and publicly. They

need to set the tone and style of communication so that you can be honest and transparent

communicate, especially to international employees who come from other cultures

and come from a different background. Once you have defined these elements, you can use your

Communicate your brand through the right media channels through storytelling and employee recruitment.

Storytelling is essential. It's a strategy that helps build a connection to your

audience and underline your brand's personality. Use storytelling,

to describe your employees' experiences and company culture.

Encourage your employees to actively promote your brand. Satisfied employees are more likely to be

ready to share their experiences and recommendations.

Find the right channels to reach your target audience. These channels can take many forms.

such as digital platforms or recruiting events - what works best depends

depends on who you want to address.

Building an employer brand is a continuous process that requires constant review.

and evaluation. However, a strong employer brand will inevitably help make your

Scale businesses and build a positive global projection and future value.

eastRecruiting's international recruitment service helps you hire and onboard the best talent from Germany and Europe in the UAE – Dubai as you prepare for scaling of your business and building your brand.