Employer branding is the way a company builds its reputation as an employer, directly influencing the attraction and retention of talent. By investing in good working conditions, respect for labour rights and an authentic organisational culture, SMEs can reduce recruitment costs and increase team motivation. Examples from Portuguese companies show that strong employer branding strategies generate more engaged employees, more loyal customers and a real competitive advantage.

Corporate language is full of Anglicisms, and every day a few more are added to the list, such as employer branding.

If you still don't know what this trend/phenomenon is all about and what benefits this form of recruitment for SMEs can bring you, follow us over the next few lines.

What is employer branding and how does it work?

"Employer branding" can be defined, in good Portuguese, as raising awareness of a particular brand's reputation as an employer.

In practice, this means that Your company's reputation, i.e. the way it is perceived by your employees and potential job candidates, will be all the better the evaluation of those who work there. and therefore the greater the desire for highly qualified candidates to join the organisation.

At a time when the fight for qualified professionals among companies is greater than ever, every detail counts and, as such, positioning the business as a place where workers' rights are respected and salaries are valued is one of the elements that will help increase the ability to attract new talent.

A reputation linked to employer brandingHowever, this doesn't stop at the image a company conveys to potential candidates and the conditions it offers its employees, but also at the way it positions itself with clients and defines the parameters by which it intends to operate and grow.

So that employer branding is effective, i.e. in order to retain employees and attract qualified professionals, it is important for the company to implement certain strategies.

Practical strategies to improve employer branding

To improve recruitment process in SMEs and attract talent to the companiespositioning as an employer brand should be optimised using these strategies:

• Respect for labour rights;
• Valorisation of salaries;
• Career progression prospects;
• Respect for the right to rest;
• Offer incentives;
• Creating a comfortable working environmentcreativity and open to the community;
• Increased worker involvement in company dynamics and management;
• Introduction of new recruitment channels;
• Focus on transparency and authenticity of the company's values.

The impact of the employer brand on attracting talent

According to data from Randstad, the global human resources giant, by asserting itself as an employer brand, a company will be able to reduce hiring costs by up to 46% and labour costs by 10%.

In addition, studies show that a A company that tries to introduce strategies that position it as "employee and customer friendly" ends up increasing the number of candidates interested in working for the organisation, reducing absenteeism and staff turnover.

Added to this is a greater capacity for customer loyaltyThis will increase the sense of belonging among its staff, increase the motivation and productivity of its workers and give it a competitive edge over its direct competitors.

Examples of good practice in successful companies: employer branding as an employee retention tool

In Portugal, to talk about employer branding is to talk about UNICRE, the brand that owns REDUNIQ and UNIBANCO.

In addition to ensuring gender equality (53% of employees are women), the group implements more agile, efficient and simple work methodologies, as well as differentiating initiatives that strengthen the employees' sense of belonging to the organisation.

As an example of its commitment to well-being and social responsibility, UNICRE regularly promotes corporate volunteering initiatives.

Recently, the company organised a blood donation session in partnership with the Portuguese Institute of Blood and Transplantation (IPST), where 24 employees "Unlockers" volunteered, emphasising that UNICRE's internal culture values not only the good of its employees, but also the positive impact on the community.

Another striking example is DST Group. As well as offering salaries above the national average, this Braga-based company offers more than 70 benefits, including free catering, permission to hold all-expenses-paid weddings on the company campus, mentoring programmes, a games room, ongoing training, a health centre, life and health insurance and even libraries.

As the list would be pleasantly long, a sign that the corporate culture is changing in Portugal, we end with the Nabeiro Group, owner of Delta Cafés, which makes its connection to the community a watermark of its operations.

Among other things, the company founded by Comendador Rui Nabeiro (1931-2023) offers its workers flexible working hours, free childcare, professional development programmes and a solid commitment to innovation.