Employer branding applies to all companies, whatever their size or activity, and the agricultural sector is no exception. Here’s a look at how branding is evolving.
Recruitment in the agricultural sector is no easy task. And changes in the job market are no cause for optimism. For effective communication, developing an employer brand that meets the requirements of the new generations is essential. Employer brand, if that doesn’t ring a bell, is the HR image you project of your company internally (employees and collaborators) and/or externally (potential candidates). It can be different from the consumer brand. Eureden, for example, presents its consumer brand with the image of feeding people well, while its key recruitment message is to give meaning to its profession. The group of 8,500 employees also highlights its strengths in attracting talent: the percentage of employees trained, the feeling of well-being within the company and even staff turnover. This is a key point in recruitment today: showing that employees feel good in the company.
Well-being at work
The agricultural sector is still often associated with arduous work. Yet young people no longer want to get involved in a job that will damage their mental or physical health. So here’s an asset to highlight in your business: how do you help to protect your employees’ health and maintain a balance between their professional and personal lives? Working conditions are a key factor in recruitment, but also in retaining your employees. This can involve benefits such as health insurance, flexible working hours and teleworking. Don’t forget that your employees are your best ambassadors: it’s thanks to them that your employer brand spreads.
CSR: a criterion that counts
Another asset you can communicate, and one that will be important to new generations, is your commitment to the environment and to the region. If you’ve embarked on a CSR initiative, say so! Your website is the ideal place to present some of the actions that are important to you: atypical mode of governance (SCOP, SCIC…), support for the local economy, transmission (welcoming work-study students, trainees, schoolchildren…), planting a mini-forest behind your buildings, photovoltaic panels, etc. What’s more, the more information your website contains, the more candidates will know whether it’s worth their while.
Spread the word
After all, 83% of candidates look for information about a company online before applying. This quest for information starts with Google; some would say basic. Normally, candidates should be able to find your website, your Google page and, of course, your social networks. After all, 79% of the under-35s do their research on these channels! And it’s not uncommon for the most popular page on a website to be the one presenting the team. Other solutions exist to help you stand out in your employer branding communications. A blog shows your expertise, presents your professions, expresses your values and promotes your services. And what about a podcast ? This format is booming.