According to a 2022 study by Link Humans, having a strong employer brand boosts the number of highly qualified applicants by 50%, reduces turnover by 28%, and cuts hiring costs by 43%. Therefore, the "employer brand" is a strategic asset for your company or organization. It represents the perceived value, the promise you make to everyone who joins, stays, and is committed to your team. Most importantly, it should be developed with inspiration from traditional strategic marketing, meaning through an effective and proprietary HR marketing strategy.

In a particularly tight job market, the struggle to recruit top talent is fierce. Many companies and organizations are vying for the same profiles, investing increasingly large budgets, and getting more creative in their recruitment efforts. In this battle, your "employer brand" is a strategic intangible asset that sets you apart and helps curb excessive salary offers.

A true HR marketing strategy starts with a detailed analysis of the target recruits, their motivators and barriers in relation to the job/industry, as well as their media and non-media consumption habits. It continues by defining your promise, your HR offering, and your perceived value, showing why you are the employer to join. This must be authentically and coherently embodied, aligning with reality and being distinctive. It then involves developing a multichannel distribution strategy, combining all effective channels to reach these targets. Finally, it ends with performance measurement, ROI evaluation, and ongoing improvement.