Recruiting and retaining suitable staff through employer branding and company culture

Ravian Wiebenga - June 16, 2022
DIQQ staff walking towards camera in Amsterdam with a tram in the background.

In today's job market, with vacancies outnumbering candidates, it can be more difficult to attract new candidates and retain current employees. Obtaining a preferred employer status can have a positive impact on this. An organisation is a preferred employer when people like (or want) to work for that company. This status can be achieved by using communication strategies such as employer branding or company culture. In this blog I will explain what these strategies entail and what their added values are.  

What does it entail?

Employer branding shows the benefits that their employees receive by working for this company. Think of nice extras, cool projects and growth trajectories. Another strategy that can be used is company culture. This revolves around the norms and values, the working methods, the habits, the rules of conduct and the customs within the company. Both strategies can be used through social media.  

The added values at a glance

  1. It can lower the recruitment costs  

Why pay for vacancies on job boards if people are already flocking to your company?  The modern, experienced job seeker is not only interested in your company's offer, but also in the message behind it, such as the company's vision, mission and values. You can reflect these different facets through employer branding. By doing so you create a preference among candidates, which can be one of the decisive factors for them to choose your company. This can ultimately reduce recruitment costs. So, make sure you communicate clearly about your company, its culture and employee experience so that a professional is attracted to the organisation and develops a preference.  

  1. Job seekers can see if the company is what they are looking for  

The company’s culture can also play a role in a candidate's selection process. Most job seekers check the company's social profiles before applying. Therefore, give jobseekers an idea of your company's work culture so they can assess whether it suits them. Many candidates want to work for a company with a vibrant culture and a diverse workforce. In addition, they often want work that is fun and meaningful. Use the company's social profiles, such as LinkedIn, Facebook and Twitter, to display the company’s culture.  

  1. It increases employee satisfaction  

Investing in your work environment can increase staff satisfaction. The result is increased loyalty and retention. They can then express this satisfaction, for example through Glassdoor, Google reviews and more. It might help to motivate as many satisfied employees as possible to post a positive review, for instance. This can be done at any time, from a departure to a contract renewal or via an e-mail request. Employee reviews can then play a role in obtaining a preferred employer status, because it verifies employer branding and company culture: it shows what employees think of the company and its work culture.  

The combination with recruitment

Employer branding and company culture are communication strategies that can contribute to retaining and attracting suitable staff. These examples are crucial components for a recruitment department. Do you need help finding the right candidates? Get in touch with us!

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