(source: Vecteezy)
An attractive employer brand helps companies attract new talent, retain existing employees, and strengthen overall brand identity. In the short term, it facilitates faster and more efficient recruitment, reaching both active and passive candidates in the labour market, lowering recruitment costs, and increasing the conversion rate of high-quality applicants. In the long term, it helps build trust, loyalty and engagement among employees, subsequently reducing turnover, enhancing performance, and creating a sustainable competitive advantage.
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“At a time when companies are competing for talent not only with direct rivals but also other industries, and when the work environment is being shaped by social, economic and technological upheaval, a strong employer brand is a critical competitive edge,” Andrej Mitas, CEO of branding agency Galton Brands, told The Slovak Spectator.
While many companies in Slovakia take an ad hoc approach to employer branding some have developed long-term strategies for it – and reaped the rewards.
“Thanks to employer branding, we have been able to position our brand as an attractive, fair, and stable employer, improve candidate experience, build partnerships with schools and various organisations, and clearly distinguish ourselves from competitors in the retail sector,” said Dáša Čierna, Head of Recruiting & Employer Branding at Lidl Slovenská Republika. “We have seen not only a higher number of job applications but also an improvement in candidate quality and lower employee turnover.”
