{"id":1529,"date":"2024-06-11T13:51:52","date_gmt":"2024-06-11T13:51:52","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=1529"},"modified":"2024-11-15T15:41:56","modified_gmt":"2024-11-15T13:41:56","slug":"the-employer-brand-the-most-powerful-lever-of-engagement-for-companies","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/en\/the-sixth\/the-employer-brand-the-most-powerful-lever-of-engagement-for-companies\/","title":{"rendered":"The employer brand, the most powerful lever of engagement for companies"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/en\/\">Home<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Business<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Fen%2Fthe-sixth%2Fthe-employer-brand-the-most-powerful-lever-of-engagement-for-companies%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-facebook\">\n                                                <use xlink:href=\"#icon-facebook\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                            <svg class=\"icon-share-white\">\n                                <use xlink:href=\"#icon-share-white\"><\/use>\n                            <\/svg>\n                        <\/div>\n                    <\/div>\n\n                    <div class=\"copy-url-part flex gap-1 items-center cursor-pointer\">\n                        <p class=\"copy-label anim-ltr white\">\n                            Copy URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copied                        <\/p>\n                        <svg class=\"icon-copy-white\">\n                            <use xlink:href=\"#icon-copy-white\"><\/use>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n            <\/div>\n\n                            <h1 class=\"font-signifier text-[40px] leading-[44px] lg:text-[56px] lg:leading-[64px] mt-6 lg:mt-7 title\">\n                    <p>The employer brand, the most powerful lever of engagement for companies<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6  \">\n                                    <span class=\"date\">\n                        24, June the 11th                    <\/span>\n                \n                <!-- Taxo reading-time  -->\n                                                            <div class=\"flex items-center gap-2 time\">\n                            <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                            <\/svg>\n                            3.5 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        Marjolaine Avenoso                    <\/span>\n                            <\/div>\n\n                            <div class=\"description text-base lg:text-[20px] leading-[26px] lg:leading-[32px] font-soehne mt-6 lg:mt-0\">\n                    <p>Long compartmentalized, corporate and employer brands today need to mutually enrich each other to create a strong identity that engages all stakeholders. At Dusens, our ambition is to make employer branding a genuine lever of engagement, re-engaging talent by demonstrating their positive contributions to the world.<\/p>\n                <\/div>\n                    <\/div>\n\n            <!-- Mobile share modal -->\n            <div class=\"share-wrapper mobile-only flex gap-1 cursor-pointer relative mt-4 mb-2 items-center\">\n                <svg class=\"icon-share-white\">\n                    <use xlink:href=\"#icon-share-white\"><\/use>\n                <\/svg>\n                <p class=\"label\"> share <\/p>\n            <\/div>\n\n        <!-- <picture class=\"w-full h-auto lg:absolute opacity-0 lg:-bottom-[128px]\" -->\n        <div class=\"col-span-6 md:col-span-12 lg:col-[16_\/_span_8] py-6 lg:py-0\">\n                            <picture class=\"w-full h-auto\"\n                    style=\"\n                        mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-mask.svg);\n                        mask-repeat: no-repeat; mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-employer-brand-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-employer-brand.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-employer-brand.jpg\" alt=\"thumbnail-employer-brand\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    24, June the 11th                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        3.5 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Marjolaine Avenoso                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-7 lg:col-start-3 mb-6 lg:mb-0\">\n                                                                <div class=\"w-full mb-6 lg:mb-0\">\n                                \n<div class=\"cp-key-number bg-dazzling p-6 text-dark\" style=\"mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-bottom-mask.png); mask-repeat: no-repeat; mask-size: 100% auto;\">\n\n            <span class=\"number text-[104px] font-medium text-cedar font-soehne leading-none\">\n            67%        <\/span>\n    \n            <div class=\"text-[24px] leading-[31px] font-semibold font-soehne\">\n            of young graduates indicate that their purpose could be a lever for commitment (EDHEC NewGen Talent Centre, 2023)        <\/div>\n    \n            <div class=\"source text-[14px] leading-[22px] font-soehne mt-5 lg:mt-[120px]\">\n            <p>\n                Source :            <\/p>\n\n            <a href=\"https:\/\/www.hbrfrance.fr\/strategie\/recrutement-et-si-votre-raison-detre-remplacait-votre-marque-employeur-60312\" \n                target=\"_blank\"\n                class=\" decoration-0\">\n                EDHEC NewGen Talent Centre, 2023\n                                    <svg width=\"16\" height=\"16\" viewBox=\"0 0 16 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M10.6582 10.7542L12.2996 10.7683L12.2396 3.75728L5.22855 3.69723L5.24261 5.33868L9.45159 5.37473L3.16902 11.6573L4.33964 12.8279L10.6221 6.54544L10.6582 10.7542Z\" fill=\"#212121\"\/>\n                    <\/svg>\n                            <\/a>\n        <\/div>\n    <\/div>                        <\/div>\n                                    <\/div>\n                                    <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-12 \">\n                        <div class=\"sixth-wyswiwyg\">\n                            <p>Under increasing pressure and obligation, employer and corporate brands have become increasingly compartmentalized. On the one hand, the corporate brand is built around a raison d&#8217;\u00eatre, promoting its mission and evidence. On the other, the employer brand is often seen as a separate entity, dedicated to recruitment.<\/p>\n<p>Yet treating them separately undermines their coherence and effectiveness. 67% of young graduates indicate that the raison d&#8217;\u00eatre could be a lever for engagement. This testifies to talent&#8217;s interest in corporate strategy and identity, both in the recruitment phase and in day-to-day corporate culture.<\/p>\n<p>Employer branding is all too often reduced to a recruitment or internal communications lever.<\/p>\n<p>Yet it feeds corporate ambition and performance through talent loyalty and commitment. But what do we mean by &#8220;quality of engagement&#8221;? We have identified three types of commitment:<\/p>\n<ul>\n<li><strong>Human<\/strong> commitment through alignment with values and raison d&#8217;\u00eatre. The company emotionally involves its employees, projecting them in their contribution to society. They become ambassadors, contributing to the company&#8217;s reputation.<\/li>\n<li>Commitment to <strong>expertise<\/strong> by projecting prospects for development and learning&#8230; Promoting the company&#8217;s business lines enables other stakeholders to appreciate the breadth of the Group&#8217;s expertise.<\/li>\n<li><strong>Moral<\/strong> commitment by actively contributing to social and environmental causes. The Group must provide its teams with concrete solutions that enable them to get involved.<\/li>\n<\/ul>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n                <\/div>\n\n<div id=\"block_8cb632745959edfe0c50564ec82e89b7\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-brand-employer-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-brand-employer.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-brand-employer.jpg\" alt=\"illustration-brand-employer\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <p>Two cases caught our attention:<\/p>\n<p>The first is that of the <strong>BNP Paribas Group,<\/strong> which is rehumanizing the banking institution in an image and recruitment campaign called #unexpectedjobs. In the campaign&#8217;s visuals, the Group shows a different job on each one, explained in simple words. These visuals show the breadth of the missions of the banking professions, which go beyond the &#8220;simple banker&#8221;. This deconstructs the cold, simplistic image of banking and its professions.<\/p>\n<p>The second is the Veolia Group, which has federated its employees into a committed community, whose members are called &#8220;ressourceurs&#8221;. See <a href=\"https:\/\/www.veolia.fr\/carrieres\/notre-mission\/weareresourcers\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n<p>These teams embody and convey the Group&#8217;s mission to meet the challenges of ecological transformation. Each team member explains how his or her job and personality enable him or her to contribute to this global mission.<\/p>\n<p>At Dusens, our ambition is to <strong>make the employer brand a lever of commitment for the company<\/strong>. To achieve this, we need to unite talents by demonstrating their positive contributions to the company and to society. The <strong>quality of a talent&#8217;s commitment<\/strong> to a company depends on explaining the objective usefulness of each person&#8217;s mission, at every level of the chain, showing that each link is essential.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>You will also<br \/>\nbe interested<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/supporting-business-transformation\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Explore                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Supporting business transformation<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                2 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation.jpg\"\n                                    alt=\"thumbnail-business-transformation\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/integrated-reporting-from-financial-support-to-media\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Perspectives                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Integrated reporting, from financial support to media<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                2.5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-integrated-reporting.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-integrated-reporting.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-integrated-reporting.jpg\"\n                                    alt=\"cover-integrated-reporting\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/en\/the-sixth\/2024-still-in-the-era-of-advertising\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Impact                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>2024, still in the era of advertising<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                3 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-era-advertising.jpg\"\n                                    alt=\"thumbnail-era-advertising\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[161],"themes":[164],"reading-time":[173],"class_list":["post-1529","the-sixth","type-the-sixth","status-publish","hentry","format-news","themes-business","reading-time-3-min-30"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Employer brand: a powerful engagement lever for companies - Dusens Group<\/title>\n<meta name=\"description\" content=\"Corporate and employer brands must unite to build a strong and engaging identity with all stakeholders.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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