The employer brand, a strategic challenge for SMEs
232,000: that is the number of people that engineering and technology consulting (ETC)
companies and digital services companies will have to recruit over the next ten years
(source: Katalyse and DConsultants). Quite a high number, since French ETC and digital
services companies currently employ around 330,000 people. This means recruitment will
remain a major challenge for these service companies, especially for many SMEs
competing with the giants of the sector, or even with their clients.
With much more limited resources, these companies must compete to attract talent and
leverage specific strengths by diversifying their sourcing, offering tailor-made financial
packages and taking stock of their attractiveness to « talk » to potential recruits. Improving
the « employer brand » then becomes a strategic challenge. We may wonder if this is just
a passing fashion trend leading to a « back scratching » strategy from employers, or if it is
indeed a radical transformation in the relationship with the company that is accelerated by
new technologies. To shed some light on the subject, our spring newsletter is featuring
Thomas Chardin. He heads the « Parlons RH » agency (www.parlonsrh.com) and works
with many companies on their HR issues.
We hope you enjoy the reading!
The Sparring Capital Team
Interview the employer brand : Parlons RH
Thomas Chardin, Founding Partner at Parlons RH.
How would you define the concept of « employer brand »?
The employer brand is the very spirit of your business that reveals itself to the world
outside. The internal specificities of a company that build loyalty and commitment – good
management, a bold project, ambitious vision, a green approach – all spark the interest of
potential new recruits.
In a way, it is like a brand strategy applied to the HR, as whatever the size of the company –
from very small businesses to large corporates, including SMEs of course – the company is
much more than a simple employer:
- it recruits
- it integrates
- it trains and provides support
- it collects social security contributions and other taxes
- it is a player in their employment area and on a given territory
- it has social, environmental and societal responsibilities
The company thus plays various employer roles for different types of audiences. While it is
naturally geared to applicants, it also concerns current staff members on a daily basis.
There is nothing new about the concept of « employer brand ». Employer brand is an
American concept that appeared some 30 years ago. At the end of the 90s, the concept
sparked strong interest among certain recruitment communication professionals.
Didier Pitelet, a pioneer, patented the expression « brand employer » in 1998.
Company interest for the employer brand has only intensified as the war for talent begins to
rage in France.
Does the size of the company matter or does the concept also apply to
SMEs?
From the moment they employ at least 1 person, all companies have an employer brand.
We have clients ranging from 20 to 50,000 employees. Some organisations are more aware
of the employer brand than others, and show various degrees of, formalisation, structure,
sharing, and performance. Not only is the size of the company important, but other criteria
such as the business segment, the positions offered, territorial presence, organisational
structure (headquarters, offices, network), and especially growth potential, are also key
features.