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Een succesvolle employer branding strategie zorgt ervoor dat jij jouw bedrijf neer kunt zetten als een aantrekkelijke werkplek. \n\n[Wikipedia definieert](https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FEmployer_branding) het als: “het imago van je organisatie als een 'great place to work' in de gedachten van huidige medewerkers en belangrijke stakeholders in de externe markt\".\n\nEen goed werkgeversmerk is authentiek en weerspiegelt wat je als werkgever echt te bieden hebt. Het is niet iets wat je kiest of verzint, maar wat je bent en uitdraagt. Het is dan ook niet de bedoeling dat je hier iets probeert uit te stralen wat niet bij je bedrijf past. \n\nNet als bij een gewoon merk, is het goed om te kijken naar je missie en visie als bedrijf, en wat je onderscheidt van je concurrenten.\n\nDe kern van employer branding is dan ook het beantwoorden van de vraag: waarom zou iemand bij jou willen werken en niet bij de concurrent?\n",{"__typename":983,"sys":999,"linksCollection":1001,"image":8,"name":1003,"variant":8,"header":1004,"body":1005},{"id":1000},"17zYRKN7EASwdLLA6VITWR",{"items":1002},[],"HR & Mensen 1.2 | Wat maakt jouw bedrijf aantrekkelijk? | Waarom is employer branding in 2025 belangrijker dan ooit?","Waarom is employer branding in 2025 belangrijker dan ooit?","## Waarom is employer branding in 2025 belangrijker dan ooit?\nEmployer branding is geen leuke extra. Als jij een groeiend bedrijf hebt met ambities, is het een noodzaak om de cultuur binnen je bedrijf te versterken. \n\nDit zijn de belangrijkste redenen:\n\n#### 1. De aanhoudende krapte op de arbeidsmarkt\nDe arbeidsmarkt in Nederland blijft krap, met meer vacatures dan werkzoekenden. In deze 'war for talent' helpt een sterk werkgeversmerk je om op te vallen en de juiste mensen aan te trekken. \n#### 2. Veranderende verwachtingen van werknemers\nWerknemers verwachten in 2025 meer van hun werkgever dan alleen een goed salaris. Ze zoeken naar bedrijven met een duidelijke missie, een prettige werkcultuur, flexibiliteit en ontwikkelingsmogelijkheden. Authenticiteit en transparantie worden [steeds belangrijker](https:\u002F\u002Fwww.naturaltalent.nl\u002Fblog\u002Feen-effectieve-employer-branding-strategie-in-2025\u002F) in het aantrekken van talent.\n#### 3. De invloed van social media en reviewsites\nWerkzoekenden hebben meer informatie tot hun beschikking dan ooit. Via platforms als Glassdoor, LinkedIn en bijvoorbeeld Instagram kunnen ze eenvoudig ervaringen van (ex-)medewerkers lezen en bekijken. Een sterk werkgeversmerk helpt om een positief beeld neer te zetten.\n#### 4. Retentie en betrokkenheid\nEen goed werkgeversmerk helpt niet alleen bij het aantrekken van nieuwe medewerkers, maar ook bij het behouden van je huidige team. Medewerkers die trots zijn op hun werkgever en zich identificeren met de missie, zijn meer betrokken en blijven langer.\n",{"__typename":1007,"sys":1008,"image":8,"type":1010,"variant":27,"title":8,"subtitle":1011,"body":8,"primaryLink":1012},"Name",{"id":1009},"1gQ0KaeYUFhAvxKpXhWD7g","sales","Personeel nodig om door te groeien? Wij helpen je stapsgewijs meer personeel vinden én houden",{"asset":8,"leadingIcon":8,"icon":27,"iconPosition":1013,"externalUrl":8,"internalUrl":8,"type":1014,"name":1015,"label":1016,"title":8,"theme":8,"linkedPage":1017},"end","internal","In blog - FTE Stappenplan","Download je stappenplan",{"slug":172,"parentPage":1018},{"slug":67,"parentPage":1019},{"slug":42},{"__typename":983,"sys":1021,"linksCollection":1023,"image":8,"name":1025,"variant":8,"header":1026,"body":1027},{"id":1022},"BNEJNbBwtWRCDHww2S1rS",{"items":1024},[],"HR & Mensen 1.3 | Wat maakt jouw bedrijf aantrekkelijk? | De belangrijkste trends in employer branding","De belangrijkste trends in employer branding","## De belangrijkste trends in employer branding\nSuccesvolle employer branding valt en staat dus met een duidelijk verhaal – de waarom achter je bedrijf. Maar naast een duidelijke visie en richting is het ook belangrijk om te kijken naar nieuwe trends. \n\nWat voor ontwikkelingen spelen zich af in de markt en hoe beïnvloedt dat jouw potentiële medewerkers en hun zoektocht naar een werkgever die bij hun waarden past?\n\nHoud o.a. rekening met de volgende trends:\n\n#### 1. Flexibiliteit staat centraal\nFlexibel werken is niet meer weg te denken. Bedrijven die hun medewerkers keuzevrijheid bieden in werktijden en -locaties hebben een streepje voor. Het gaat om vertrouwen en resultaat, niet om fysieke aanwezigheid of een strikte 9-5 mentaliteit. Houd hier rekening mee bij het invullen van je vacatures.\n\n#### 2. Focus op welzijn en gezondheid\nSecundaire arbeidsvoorwaarden, zoals sportfaciliteiten, flexibele werkuren en aandacht voor mentale gezondheid, worden [steeds belangrijker in het werkgeversmerk](https:\u002F\u002Frecruitmentnow.nl\u002Finsights\u002Femployer-branding-trends-in-2025). Ook doen dit soort voorwaarden het uitstekend op de eerdergenoemde social media kanalen. Een leuke activiteit met het team wordt natuurlijk sneller gepost op social media dan bijv. een bonus of salarisverhoging. \n\n#### 3. Duurzaamheid en maatschappelijke impact\nWerknemers willen steeds vaker werken voor bedrijven die een [positieve bijdrage leveren aan de maatschappij](https:\u002F\u002Frecruitmentnow.nl\u002Finsights\u002Femployer-branding-trends-in-2025). Organisaties die inzetten op duurzaamheid, groene initiatieven en sociale projecten hebben vaak een voordeel.\n\n#### 4. Authentieke werknemersverhalen\nPotentiële werknemers willen weten hoe het echt is om bij jouw bedrijf te werken. Authentieke verhalen van huidige medewerkers over hun ervaringen zijn daarom effectiever dan glimmende marketingcampagnes.\n\n#### 5. Technologie en innovatie\nBedrijven die investeren in moderne technologieën voor communicatie, samenwerking en ontwikkeling creëren een toekomstgericht werkgeversmerk. Dit is vooral belangrijk voor het aantrekken van jonge, technisch onderlegde professionals.\n",{"__typename":983,"sys":1029,"linksCollection":1031,"image":8,"name":1033,"variant":8,"header":1034,"body":1035},{"id":1030},"26WngSBKsNraHdPNRkS0SA",{"items":1032},[],"HR & Mensen 1.4 | Wat maakt jouw bedrijf aantrekkelijk? | Hoe bouw je aan een sterk werkgeversmerk?","Hoe bouw je aan een sterk werkgeversmerk?","## Hoe bouw je aan een sterk werkgeversmerk?\nJe hebt nu een beter beeld van wat employer branding is en waar je zoal rekening mee moet houden. Maar hoe ga je ermee aan de slag? Het begint allemaal bij je cultuur zelf. Zoals we eerder al kort genoemd hebben ligt de kracht vooral in het authentiek zijn en de werkelijke ervaring die medewerkers bij je bedrijf hebben. \n\nHier zijn vijf stappen om je werkgeversmerk in kaart te brengen en eraan te bouwen:\n\n### 1. Bekijk en verken je huidige positie\nBegin met het in kaart brengen van je huidige imago als werkgever. Dit kun je doen door:\n- Exit-interviews te houden met vertrekkende medewerkers\n- Tevredenheidsonderzoeken uit te voeren onder je huidige team\n- Reviews op platforms als Glassdoor te analyseren\n- Informele gesprekken te voeren met medewerkers over wat zij waarderen\n\n### 2. Definieer je Employee Value Proposition (EVP)\nJe Employee Value Proposition is de kern van je werkgeversmerk. Het beschrijft wat je als werkgever te bieden hebt en wat je uniek maakt. Net als met het verkopen van je product of dienst, is het cruciaal om duidelijk te hebben wat jij als werknemer [te bieden hebt en wat je uniek maakt](https:\u002F\u002Fwhello.nl\u002Fmarketing-tips\u002Fbranding\u002Femployer-branding-strategie\u002F). \nEen goede EVP bestaat o.a. uit de volgende onderdelen:\n- Je bedrijfscultuur en -waarden\n- De ontwikkelingsmogelijkheden die je biedt\n- De manier waarop je werk en privé faciliteert\n- De betekenis en impact van het werk\n- Je arbeidsvoorwaarden\n\nDit bij elkaar vormt jouw waardeproposite als werkgever.\n\n### 3. Deel je verhaal intern en extern\nAls je de voorgaande stappen gedaan hebt en uitgewerkt hebt, kun je met jouw verhaal als bedrijf de markt in. Dit doe je o.a. door:\n\n__Je website:__  \nEen leuke ‘werken-bij’ of ‘over-ons’ pagina kan een goed beeld scheppen van hoe het is bij jouw bedrijf. Werkzoekenden komen vaak op deze pagina’s terecht en dit is een goed medium om jouw boodschap uit te dragen.\n\n__Social media (delen van medewerkersverhalen, behind-the-scenes content):__  \nHet is een fijne lijn tussen goede en slechte employer branding via sociale media. Maar ook hier gaat het erom dat je authentiek blijft. Zolang je dat doet en je posts goed op je doelgroep richt, is het slechts een kwestie van tijd.\n\n__Evenementen en netwerkmogelijkheden:__  \nDit soort momenten zijn de perfecte plekken om je cultuur uit te stralen. Als je een leuk en passend team opgebouwd hebt kun je door naar evenementen te gaan potentiële medewerkers laten zien hoe het in jouw team werkt. \n\n__Vacatureteksten die je cultuur en waarden weerspiegelen:__  \nEen vacaturetekst kun je zien als een sollicitatiebrief naar je potentiële medewerker. Formele taal wanneer je in werkelijkheid juist informeel bent, of andersom, is een goed voorbeeld van wat je niet moet doen. Zorg ervoor dat de manier van vacatures schrijven aansluit bij hoe jij binnen je bedrijf communiceert en doet. \n\nBetrek je huidige medewerkers hierbij als ambassadeurs van je merk. Zij kunnen het meest authentiek vertellen hoe het is om bij jou te werken.\n\n### 4. Maak je belofte waar\nDe beste manier om een sterk werkgeversmerk te bouwen, is door je beloftes waar te maken. Wat je uitstraalt in je EVP moet je ook echt waarmaken. \n\nIn [dit artikel](\u002Fmagazine\u002Fde-verborgen-kosten-van-personeelsverloop\u002F) lees je o.a. over het verminderen van personeelsverloop, wat uiteraard nauw samenhangt met het waarmaken van je beloftes. \n\n### 5. Meet en verbeter continu\nEen sterk werkgeversmerk vraagt doorlopend om aandacht. Er zijn zelfs bedrijven die een toegewijde ‘brand-officer’ in dienst hebben om dit te monitoren en aan het management te communiceren.\n\nMeet regelmatig de impact van je employer branding inspanningen met bijvoorbeeld:\n- Statistieken over sollicitaties (aantal, kwaliteit)\n- Medewerkersbetrokkenheid en -tevredenheid\n- Retentiecijfers\n- Feedback van nieuwe medewerkers over hun sollicitatie-ervaring\n\nGebruik deze inzichten om je aanpak steeds verder aan te scherpen.\n",{"__typename":983,"sys":1037,"linksCollection":1039,"image":8,"name":1041,"variant":8,"header":1042,"body":1043},{"id":1038},"4dLKyk7ADbpIZTfbNEVMfQ",{"items":1040},[],"HR & Mensen 1.5 | Wat maakt jouw bedrijf aantrekkelijk? | De rol van employer branding in verschillende bedrijfsgroottes","De rol van employer branding in verschillende bedrijfsgroottes","## De rol van employer branding in verschillende bedrijfsgroottes\nDe aanpak van employer branding verschilt per bedrijfsgrootte. Hoewel niet ieder bedrijf hetzelfde pad doorloopt tijdens de groei, is er vaak een direct verband tussen het aantal medewerkers en de cultuur.\n\nHier zijn de specifieke aandachtspunten o.b.v. jouw medewerkers aantallen:\n\n#### Tot 10 medewerkers\nAls kleine ondernemer ben je zelf het gezicht van je werkgeversmerk. Je persoonlijke waarden en werkwijze bepalen in grote mate de cultuur. Ook ben je nog volop betrokken bij de dagelijkse activiteiten, dus werknemers hebben veel contact met je. Focus dan vooral op:\n- Het bieden van een persoonlijke, informele werksfeer\n- Flexibiliteit en ruimte voor eigen inbreng\n- De unieke kennis en ervaring die jij kunt overdragen\n- Een eerlijk en direct verhaal over werken in een klein team\n\n#### Van 10-50 medewerkers\nBij deze bedrijfsgrootte ontstaat er al meer structuur, maar is er nog steeds veel ruimte voor persoonlijke aandacht. Benadruk:\n- De kans om in verschillende rollen ervaring op te doen\n- Korte lijnen en snelle besluitvorming\n- De mogelijkheid om direct bij te dragen aan het succes van het bedrijf\n- De familieachtige sfeer en persoonlijke aandacht\n\n#### Van 50-250 medewerkers\nBij middelgrote bedrijven kun je de voordelen van zowel kleine als grote bedrijven benadrukken:\n- Meer structuur en groeimogelijkheden dan bij kleine bedrijven\n- Nog steeds persoonlijker dan bij grote corporaties\n- De balans tussen professionaliteit en flexibiliteit\n- Duidelijke carrièrepaden gecombineerd met ruimte voor eigen initiatief\n\n#### Voor 250+ medewerkers\nGrote organisaties hebben andere voordelen die ze kunnen uitspelen:\n- Internationale carrièremogelijkheden\n- Uitgebreide opleidings- en ontwikkelingsprogramma's\n- De kans om met de nieuwste technologieën te werken\n- Stabiliteit en zekerheid\n",{"__typename":983,"sys":1045,"linksCollection":1047,"image":8,"name":1049,"variant":8,"header":1050,"body":1051},{"id":1046},"1hoZ3sYFdePG2ju2VrwzL4",{"items":1048},[],"HR & Mensen 1.6 | Wat maakt jouw bedrijf aantrekkelijk? | Begin vandaag nog met versterken van je werkgeversmerk","Begin vandaag nog met versterken van je werkgeversmerk","## Begin vandaag nog met versterken van je werkgeversmerk\nJe werkgeversmerk bouwen vraagt om consistente aandacht en investeringen, maar de opbrengsten zijn de moeite waard.\n\nBegin klein, wees authentiek en bouw stap voor stap aan een werkgeversmerk dat je onderscheidt van de concurrentie. Want in een tijd waarin talent schaars is, is een sterk werkgeversmerk cruciaal om de juiste mensen aan te trekken en te behouden.\n\nWil je meer weten over het vinden en behouden van personeel? Lees dan ook onze artikelen \"[Het nieuwe werven in 2025](\u002Fmagazine\u002Fhet-nieuwe-werven-in-2025\u002F)\" en \"[De verborgen kosten van personeelsverloop](\u002Fmagazine\u002Fde-verborgen-kosten-van-personeelsverloop)\"\n",{"__typename":1007,"sys":1053,"image":8,"type":1010,"variant":1055,"title":8,"subtitle":1056,"body":8,"primaryLink":1057},{"id":1054},"3KLUKXsuIR7gSH2r11KIbb","highlight","Weten wat een nieuwe medewerker kost? Reken het direct uit",{"asset":8,"leadingIcon":8,"icon":27,"iconPosition":1013,"externalUrl":8,"internalUrl":8,"type":1014,"name":1058,"label":1059,"title":8,"theme":8,"linkedPage":1060},"In blog - FTE calc","Ga naar de calculator",{"slug":165,"parentPage":1061},{"slug":39,"parentPage":1062},{"slug":42},{"items":1064},[1065,1077,1101,1109],{"__typename":1066,"sys":1067,"cardsCollection":1069,"textAnimation":8,"type":1071,"title":1072,"subtitle":8,"anchorName":8,"tagsCollection":1073},"CompCardWrapper",{"id":1068},"lg5xUEvu6lRk3qfWDSLUl",{"items":1070},[],"filterable-article-previews-wrapper","Bekijk onze meest recente HR artikelen",{"items":1074},[1075],{"sys":1076,"name":122,"value":953,"type":954,"filterParameter":955},{"id":952},{"__typename":1066,"sys":1078,"tagsCollection":1080,"textAnimation":8,"type":1082,"title":8,"subtitle":8,"anchorName":8,"cardsCollection":1083},{"id":1079},"2OUEiZaVbOBDZnp5yw7iLu",{"items":1081},[],"anchor-wrapper",{"items":1084},[1085],{"__typename":1007,"sys":1086,"secondaryLink":8,"cardAnimation":8,"mediaAnimation":8,"textAnimation":8,"type":1088,"alignment":1089,"title":1090,"subtitle":8,"body":1091,"trackingComponentName":1092,"videoControls":8,"optionalVideoExtras":8,"image":1093,"primaryLink":1095},{"id":1087},"KDZmI5mkLvOvogEgH7N29","anchor","align-right","Behoefte aan een ervaren ondernemer om even te sparren?","Krijg toegang tot een netwerk van 500+ ervaren ondernemers. Via 1-op-1 begeleiding kun je sparren met en leren van een ondernemer met specifieke kennis van jouw sector en uitdagingen.","dpkn-banner",{"url":1094,"description":918},"https:\u002F\u002Fimages.ctfassets.net\u002Fugvt7frqdowh\u002FhZXE8zH8GqvwT2zgSdYT8\u002F16c94cbea994c11609a95fa844ce7499\u002Fcoverimage-crowdfunding__1_.jpg",{"asset":8,"dialogueModal":8,"leadingIcon":8,"icon":1096,"iconPosition":1013,"externalUrl":8,"internalUrl":8,"type":1014,"name":1097,"label":1097,"title":8,"theme":8,"linkedPage":1098},"chevron","Bekijk het mentorschap",{"slug":188,"parentPage":1099},{"slug":39,"parentPage":1100},{"slug":42},{"__typename":1007,"sys":1102,"primaryLink":8,"secondaryLink":8,"cardAnimation":8,"mediaAnimation":8,"textAnimation":8,"type":1104,"alignment":8,"title":8,"subtitle":8,"body":1105,"trackingComponentName":8,"videoControls":1106,"optionalVideoExtras":8,"image":1107},{"id":1103},"4ZHDIQWTqMil0wyg8k9Mgw","content-highlight","### Dit artikel is gecontroleerd door Han Mesters\nHan Mesters is sector banker Zakelijke dienstverlening. Deze sector is heel divers en omvat onder meer accountancy, advocatuur, consultancy, notariaat, uitzenders, schoonmaakbedrijven en beveiligingsbedrijven. Han is al meer dan 17 jaar werkzaam in banen die als aandachtsgebied de sector zakelijke dienstverlening hebben.\n\n[Bekijk het profiel van Han](https:\u002F\u002Fwww.abnamro.nl\u002Fnl\u002Fzakelijk\u002Finsights\u002Fauteurs\u002Fhan-mesters\u002Findex.html).\n",true,{"url":1108,"description":918},"https:\u002F\u002Fimages.ctfassets.net\u002Fugvt7frqdowh\u002F675ZRyrunOOvhiiE6BVimw\u002F748e2eb2f8ac914cf98593baf700f03b\u002Fhan-mesters-profiel.png",{"__typename":1066,"sys":1110,"tagsCollection":1112,"textAnimation":8,"type":1114,"title":8,"subtitle":8,"anchorName":8,"cardsCollection":1115},{"id":1111},"4WyOqzlGSoZgp4xoBky1gC",{"items":1113},[],"feedback-card-wrapper",{"items":1116},[1117],{"__typename":1118,"sys":1119,"label":1121,"valueId":1122,"layout":1123,"radioType":1124,"required":8,"helperMessage":1125,"leadType":8,"placeholder":8,"tooltip":8,"radiobuttonsCollection":1126},"WizardComponentRadiobuttonSet",{"id":1120},"ZxE9JpEnpHZz87TwizmgJ","Hoe tevreden ben je met dit artikel?","articleBlogFeedback","inline","enriched-radio","We horen graag wat je van dit artikel vindt! ",{"items":1127},[1128,1135,1140,1145,1150],{"__typename":1129,"sys":1130,"image":8,"valueId":1132,"label":1133,"placeholder":8,"type":1134,"leadType":8,"booleanValue":8,"contextType":8,"required":8,"helperMessage":8,"tooltip":8},"WizardComponentTextInput",{"id":1131},"XAF7uHZ862TgK57YGaDwM","genericPdpFeedbackRadioOne","1","radio",{"__typename":1129,"sys":1136,"image":8,"valueId":1138,"label":1139,"placeholder":8,"type":1134,"leadType":8,"booleanValue":8,"contextType":8,"required":8,"helperMessage":8,"tooltip":8},{"id":1137},"4q7k4PWHQCMFiU8zQmlrkG","genericPdpFeedbackRadioTwo","2",{"__typename":1129,"sys":1141,"image":8,"valueId":1143,"label":1144,"placeholder":8,"type":1134,"leadType":8,"booleanValue":8,"contextType":8,"required":8,"helperMessage":8,"tooltip":8},{"id":1142},"5OQ0mhjfd7Uq6uX3KWvn6n","genericPdpFeedbackRadioThree","3",{"__typename":1129,"sys":1146,"image":8,"valueId":1148,"label":1149,"placeholder":8,"type":1134,"leadType":8,"booleanValue":8,"contextType":8,"required":8,"helperMessage":8,"tooltip":8},{"id":1147},"WCi3uFOQAFutAzi0udnij","genericPdpFeedbackRadioFour","4",{"__typename":1129,"sys":1151,"image":8,"valueId":1153,"label":1154,"placeholder":8,"type":1134,"leadType":8,"booleanValue":8,"contextType":8,"required":8,"helperMessage":8,"tooltip":8},{"id":1152},"4ldRZgtvse1mBwa1JFyNqq","genericPdpFeedbackRadioFive","5",{"data":1156,"body":1157,"toc":1189},{"title":918,"description":918},{"type":1158,"children":1159},"root",[1160,1169,1175],{"type":1161,"tag":1162,"props":1163,"children":1165},"element","h3",{"id":1164},"dit-artikel-is-gecontroleerd-door-han-mesters",[1166],{"type":1167,"value":1168},"text","Dit artikel is gecontroleerd door Han Mesters",{"type":1161,"tag":1170,"props":1171,"children":1172},"p",{},[1173],{"type":1167,"value":1174},"Han Mesters is sector banker Zakelijke dienstverlening. Deze sector is heel divers en omvat onder meer accountancy, advocatuur, consultancy, notariaat, uitzenders, schoonmaakbedrijven en beveiligingsbedrijven. Han is al meer dan 17 jaar werkzaam in banen die als aandachtsgebied de sector zakelijke dienstverlening hebben.",{"type":1161,"tag":1170,"props":1176,"children":1177},{},[1178,1187],{"type":1161,"tag":1179,"props":1180,"children":1184},"a",{"href":1181,"rel":1182},"https:\u002F\u002Fwww.abnamro.nl\u002Fnl\u002Fzakelijk\u002Finsights\u002Fauteurs\u002Fhan-mesters\u002Findex.html",[1183],"nofollow",[1185],{"type":1167,"value":1186},"Bekijk het profiel van Han",{"type":1167,"value":1188},".",{"title":918,"searchDepth":1190,"depth":1190,"links":1191},2,[1192],{"id":1164,"depth":907,"text":1168},{"articleCollection":1194},{"items":1195},[1196,1222,1259,1286,1314,1340,1363,1384,1406,1426,1446,1467,1486,1511,1537,1559,1583,1606,1629,1654,1674,1694,1715,1751,1779,1806,1831,1856,1884,1906,1929,1951,1975,2001,2026,2055,2081,2107,2134,2160,2182,2205,2232,2255,2277,2299],{"sys":1197,"title":1199,"slug":1200,"titleForCarousel":1199,"publishingTime":1201,"articleType":914,"parentPage":1202,"tagsCollection":1203,"mainImage":1220},{"id":1198},"271oPwYhvIoFVYGxoQQ4B8","ZZP'er of vast contract: wat kost het je 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Vul geen persoonlijke gegevens in, zoals je naam of pincode. We gebruiken je feedback voor het verbeteren van onze service. Hulp nodig? Neem contact met ons op door te e-mailen naar doorpakken@nl.abnamro.com.",{"type":1158,"children":2335},[2336],{"type":1161,"tag":1170,"props":2337,"children":2338},{},[2339,2345,2347,2353],{"type":1161,"tag":2340,"props":2341,"children":2342},"strong",{},[2343],{"type":1167,"value":2344},"Belangrijk!",{"type":1167,"value":2346}," Vul geen persoonlijke gegevens in, zoals je naam of pincode. We gebruiken je feedback voor het verbeteren van onze service. Hulp nodig? Neem contact met ons op door te e-mailen naar ",{"type":1161,"tag":1179,"props":2348,"children":2350},{"href":2349},"mailto:doorpakken@nl.abnamro.com",[2351],{"type":1167,"value":2352},"doorpakken@nl.abnamro.com",{"type":1167,"value":1188},{"title":918,"searchDepth":1190,"depth":1190,"links":2355},[],{"data":2357,"body":2359,"toc":2375},{"title":918,"description":2358},"Op de arbeidsmarkt is er een overvloed aan aanbod, maar talent is schaars. Dus hoe zorg je ervoor dat jouw bedrijf eruit springt voor werkzoekenden? Eén van de antwoorden hierop is jouw employer branding; je werkgeversmerk.",{"type":1158,"children":2360},[2361,2365,2370],{"type":1161,"tag":1170,"props":2362,"children":2363},{},[2364],{"type":1167,"value":2358},{"type":1161,"tag":1170,"props":2366,"children":2367},{},[2368],{"type":1167,"value":2369},"Maar wat is employer branding, waarom is het zo belangrijk, en hoe kun je dit als ondernemer gebruiken om eruit te springen?",{"type":1161,"tag":1170,"props":2371,"children":2372},{},[2373],{"type":1167,"value":2374},"We duiken er in dit artikel in en geven je praktische tips en voorbeelden om er jouw voordeel uit te halen.",{"title":918,"searchDepth":1190,"depth":1190,"links":2376},[],{"data":2378,"body":2379,"toc":2419},{"title":918,"description":918},{"type":1158,"children":2380},[2381,2387,2392,2404,2409,2414],{"type":1161,"tag":2382,"props":2383,"children":2385},"h2",{"id":2384},"wat-is-employer-branding-de-basics",[2386],{"type":1167,"value":996},{"type":1161,"tag":1170,"props":2388,"children":2389},{},[2390],{"type":1167,"value":2391},"Employer branding is het proces van het creëren en onderhouden van een positief imago van je bedrijf als werkgever. Een succesvolle employer branding strategie zorgt ervoor dat jij jouw bedrijf neer kunt zetten als een aantrekkelijke werkplek.",{"type":1161,"tag":1170,"props":2393,"children":2394},{},[2395,2402],{"type":1161,"tag":1179,"props":2396,"children":2399},{"href":2397,"rel":2398},"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FEmployer_branding",[1183],[2400],{"type":1167,"value":2401},"Wikipedia definieert",{"type":1167,"value":2403}," het als: “het imago van je organisatie als een 'great place to work' in de gedachten van huidige medewerkers en belangrijke stakeholders in de externe markt\".",{"type":1161,"tag":1170,"props":2405,"children":2406},{},[2407],{"type":1167,"value":2408},"Een goed werkgeversmerk is authentiek en weerspiegelt wat je als werkgever echt te bieden hebt. Het is niet iets wat je kiest of verzint, maar wat je bent en uitdraagt. Het is dan ook niet de bedoeling dat je hier iets probeert uit te stralen wat niet bij je bedrijf past.",{"type":1161,"tag":1170,"props":2410,"children":2411},{},[2412],{"type":1167,"value":2413},"Net als bij een gewoon merk, is het goed om te kijken naar je missie en visie als bedrijf, en wat je onderscheidt van je concurrenten.",{"type":1161,"tag":1170,"props":2415,"children":2416},{},[2417],{"type":1167,"value":2418},"De kern van employer branding is dan ook het beantwoorden van de vraag: waarom zou iemand bij jou willen werken en niet bij de concurrent?",{"title":918,"searchDepth":1190,"depth":1190,"links":2420},[2421],{"id":2384,"depth":1190,"text":996},{"data":2423,"body":2424,"toc":2495},{"title":918,"description":918},{"type":1158,"children":2425},[2426,2431,2436,2441,2448,2453,2459,2473,2479,2484,2490],{"type":1161,"tag":2382,"props":2427,"children":2429},{"id":2428},"waarom-is-employer-branding-in-2025-belangrijker-dan-ooit",[2430],{"type":1167,"value":1004},{"type":1161,"tag":1170,"props":2432,"children":2433},{},[2434],{"type":1167,"value":2435},"Employer branding is geen leuke extra. Als jij een groeiend bedrijf hebt met ambities, is het een noodzaak om de cultuur binnen je bedrijf te versterken.",{"type":1161,"tag":1170,"props":2437,"children":2438},{},[2439],{"type":1167,"value":2440},"Dit zijn de belangrijkste redenen:",{"type":1161,"tag":2442,"props":2443,"children":2445},"h4",{"id":2444},"_1-de-aanhoudende-krapte-op-de-arbeidsmarkt",[2446],{"type":1167,"value":2447},"1. De aanhoudende krapte op de arbeidsmarkt",{"type":1161,"tag":1170,"props":2449,"children":2450},{},[2451],{"type":1167,"value":2452},"De arbeidsmarkt in Nederland blijft krap, met meer vacatures dan werkzoekenden. In deze 'war for talent' helpt een sterk werkgeversmerk je om op te vallen en de juiste mensen aan te trekken.",{"type":1161,"tag":2442,"props":2454,"children":2456},{"id":2455},"_2-veranderende-verwachtingen-van-werknemers",[2457],{"type":1167,"value":2458},"2. 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Medewerkers die trots zijn op hun werkgever en zich identificeren met de missie, zijn meer betrokken en blijven langer.",{"title":918,"searchDepth":1190,"depth":1190,"links":2496},[2497],{"id":2428,"depth":1190,"text":1004},{"data":2499,"body":2500,"toc":2594},{"title":918,"description":918},{"type":1158,"children":2501},[2502,2507,2512,2517,2522,2528,2533,2539,2553,2559,2572,2578,2583,2589],{"type":1161,"tag":2382,"props":2503,"children":2505},{"id":2504},"de-belangrijkste-trends-in-employer-branding",[2506],{"type":1167,"value":1026},{"type":1161,"tag":1170,"props":2508,"children":2509},{},[2510],{"type":1167,"value":2511},"Succesvolle employer branding valt en staat dus met een duidelijk verhaal – de waarom achter je bedrijf. 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Houd hier rekening mee bij het invullen van je vacatures.",{"type":1161,"tag":2442,"props":2534,"children":2536},{"id":2535},"_2-focus-op-welzijn-en-gezondheid",[2537],{"type":1167,"value":2538},"2. Focus op welzijn en gezondheid",{"type":1161,"tag":1170,"props":2540,"children":2541},{},[2542,2544,2551],{"type":1167,"value":2543},"Secundaire arbeidsvoorwaarden, zoals sportfaciliteiten, flexibele werkuren en aandacht voor mentale gezondheid, worden ",{"type":1161,"tag":1179,"props":2545,"children":2548},{"href":2546,"rel":2547},"https:\u002F\u002Frecruitmentnow.nl\u002Finsights\u002Femployer-branding-trends-in-2025",[1183],[2549],{"type":1167,"value":2550},"steeds belangrijker in het werkgeversmerk",{"type":1167,"value":2552},". Ook doen dit soort voorwaarden het uitstekend op de eerdergenoemde social media kanalen. Een leuke activiteit met het team wordt natuurlijk sneller gepost op social media dan bijv. een bonus of salarisverhoging.",{"type":1161,"tag":2442,"props":2554,"children":2556},{"id":2555},"_3-duurzaamheid-en-maatschappelijke-impact",[2557],{"type":1167,"value":2558},"3. Duurzaamheid en maatschappelijke impact",{"type":1161,"tag":1170,"props":2560,"children":2561},{},[2562,2564,2570],{"type":1167,"value":2563},"Werknemers willen steeds vaker werken voor bedrijven die een ",{"type":1161,"tag":1179,"props":2565,"children":2567},{"href":2546,"rel":2566},[1183],[2568],{"type":1167,"value":2569},"positieve bijdrage leveren aan de maatschappij",{"type":1167,"value":2571},". Organisaties die inzetten op duurzaamheid, groene initiatieven en sociale projecten hebben vaak een voordeel.",{"type":1161,"tag":2442,"props":2573,"children":2575},{"id":2574},"_4-authentieke-werknemersverhalen",[2576],{"type":1167,"value":2577},"4. 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Zoals we eerder al kort genoemd hebben ligt de kracht vooral in het authentiek zijn en de werkelijke ervaring die medewerkers bij je bedrijf hebben.",{"type":1161,"tag":1170,"props":2612,"children":2613},{},[2614],{"type":1167,"value":2615},"Hier zijn vijf stappen om je werkgeversmerk in kaart te brengen en eraan te bouwen:",{"type":1161,"tag":1162,"props":2617,"children":2619},{"id":2618},"_1-bekijk-en-verken-je-huidige-positie",[2620],{"type":1167,"value":2621},"1. Bekijk en verken je huidige positie",{"type":1161,"tag":1170,"props":2623,"children":2624},{},[2625],{"type":1167,"value":2626},"Begin met het in kaart brengen van je huidige imago als werkgever. 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Zolang je dat doet en je posts goed op je doelgroep richt, is het slechts een kwestie van tijd.",{"type":1161,"tag":1170,"props":2744,"children":2745},{},[2746,2751,2754],{"type":1161,"tag":2340,"props":2747,"children":2748},{},[2749],{"type":1167,"value":2750},"Evenementen en netwerkmogelijkheden:",{"type":1161,"tag":2725,"props":2752,"children":2753},{},[],{"type":1167,"value":2755},"\nDit soort momenten zijn de perfecte plekken om je cultuur uit te stralen. Als je een leuk en passend team opgebouwd hebt kun je door naar evenementen te gaan potentiële medewerkers laten zien hoe het in jouw team werkt.",{"type":1161,"tag":1170,"props":2757,"children":2758},{},[2759,2764,2767],{"type":1161,"tag":2340,"props":2760,"children":2761},{},[2762],{"type":1167,"value":2763},"Vacatureteksten die je cultuur en waarden weerspiegelen:",{"type":1161,"tag":2725,"props":2765,"children":2766},{},[],{"type":1167,"value":2768},"\nEen vacaturetekst kun je zien als een sollicitatiebrief naar je potentiële medewerker. Formele taal wanneer je in werkelijkheid juist informeel bent, of andersom, is een goed voorbeeld van wat je niet moet doen. Zorg ervoor dat de manier van vacatures schrijven aansluit bij hoe jij binnen je bedrijf communiceert en doet.",{"type":1161,"tag":1170,"props":2770,"children":2771},{},[2772],{"type":1167,"value":2773},"Betrek je huidige medewerkers hierbij als ambassadeurs van je merk. Zij kunnen het meest authentiek vertellen hoe het is om bij jou te werken.",{"type":1161,"tag":1162,"props":2775,"children":2777},{"id":2776},"_4-maak-je-belofte-waar",[2778],{"type":1167,"value":2779},"4. Maak je belofte waar",{"type":1161,"tag":1170,"props":2781,"children":2782},{},[2783],{"type":1167,"value":2784},"De beste manier om een sterk werkgeversmerk te bouwen, is door je beloftes waar te maken. Wat je uitstraalt in je EVP moet je ook echt waarmaken.",{"type":1161,"tag":1170,"props":2786,"children":2787},{},[2788,2790,2796],{"type":1167,"value":2789},"In ",{"type":1161,"tag":1179,"props":2791,"children":2793},{"href":2792},"\u002Fmagazine\u002Fde-verborgen-kosten-van-personeelsverloop\u002F",[2794],{"type":1167,"value":2795},"dit artikel",{"type":1167,"value":2797}," lees je o.a. over het verminderen van personeelsverloop, wat uiteraard nauw samenhangt met het waarmaken van je beloftes.",{"type":1161,"tag":1162,"props":2799,"children":2801},{"id":2800},"_5-meet-en-verbeter-continu",[2802],{"type":1167,"value":2803},"5. Meet en verbeter continu",{"type":1161,"tag":1170,"props":2805,"children":2806},{},[2807],{"type":1167,"value":2808},"Een sterk werkgeversmerk vraagt doorlopend om aandacht. 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Hoewel niet ieder bedrijf hetzelfde pad doorloopt tijdens de groei, is er vaak een direct verband tussen het aantal medewerkers en de cultuur.",{"type":1161,"tag":1170,"props":2866,"children":2867},{},[2868],{"type":1167,"value":2869},"Hier zijn de specifieke aandachtspunten o.b.v. jouw medewerkers aantallen:",{"type":1161,"tag":2442,"props":2871,"children":2873},{"id":2872},"tot-10-medewerkers",[2874],{"type":1167,"value":2875},"Tot 10 medewerkers",{"type":1161,"tag":1170,"props":2877,"children":2878},{},[2879],{"type":1167,"value":2880},"Als kleine ondernemer ben je zelf het gezicht van je werkgeversmerk. Je persoonlijke waarden en werkwijze bepalen in grote mate de cultuur. Ook ben je nog volop betrokken bij de dagelijkse activiteiten, dus werknemers hebben veel contact met je. Focus dan vooral op:",{"type":1161,"tag":2628,"props":2882,"children":2883},{},[2884,2889,2894,2899],{"type":1161,"tag":2632,"props":2885,"children":2886},{},[2887],{"type":1167,"value":2888},"Het bieden van een persoonlijke, informele werksfeer",{"type":1161,"tag":2632,"props":2890,"children":2891},{},[2892],{"type":1167,"value":2893},"Flexibiliteit en ruimte voor eigen inbreng",{"type":1161,"tag":2632,"props":2895,"children":2896},{},[2897],{"type":1167,"value":2898},"De unieke kennis en ervaring die jij kunt overdragen",{"type":1161,"tag":2632,"props":2900,"children":2901},{},[2902],{"type":1167,"value":2903},"Een eerlijk en direct verhaal over werken in een klein team",{"type":1161,"tag":2442,"props":2905,"children":2907},{"id":2906},"van-10-50-medewerkers",[2908],{"type":1167,"value":2909},"Van 10-50 medewerkers",{"type":1161,"tag":1170,"props":2911,"children":2912},{},[2913],{"type":1167,"value":2914},"Bij deze bedrijfsgrootte ontstaat er al meer structuur, maar is er nog steeds veel ruimte voor persoonlijke aandacht. Benadruk:",{"type":1161,"tag":2628,"props":2916,"children":2917},{},[2918,2923,2928,2933],{"type":1161,"tag":2632,"props":2919,"children":2920},{},[2921],{"type":1167,"value":2922},"De kans om in verschillende rollen ervaring op te doen",{"type":1161,"tag":2632,"props":2924,"children":2925},{},[2926],{"type":1167,"value":2927},"Korte lijnen en snelle besluitvorming",{"type":1161,"tag":2632,"props":2929,"children":2930},{},[2931],{"type":1167,"value":2932},"De mogelijkheid om direct bij te dragen aan het succes van het bedrijf",{"type":1161,"tag":2632,"props":2934,"children":2935},{},[2936],{"type":1167,"value":2937},"De familieachtige sfeer en persoonlijke aandacht",{"type":1161,"tag":2442,"props":2939,"children":2941},{"id":2940},"van-50-250-medewerkers",[2942],{"type":1167,"value":2943},"Van 50-250 medewerkers",{"type":1161,"tag":1170,"props":2945,"children":2946},{},[2947],{"type":1167,"value":2948},"Bij middelgrote bedrijven kun je de voordelen van zowel kleine als grote bedrijven benadrukken:",{"type":1161,"tag":2628,"props":2950,"children":2951},{},[2952,2957,2962,2967],{"type":1161,"tag":2632,"props":2953,"children":2954},{},[2955],{"type":1167,"value":2956},"Meer structuur en groeimogelijkheden dan bij kleine bedrijven",{"type":1161,"tag":2632,"props":2958,"children":2959},{},[2960],{"type":1167,"value":2961},"Nog steeds persoonlijker dan bij grote corporaties",{"type":1161,"tag":2632,"props":2963,"children":2964},{},[2965],{"type":1167,"value":2966},"De balans tussen professionaliteit en flexibiliteit",{"type":1161,"tag":2632,"props":2968,"children":2969},{},[2970],{"type":1167,"value":2971},"Duidelijke carrièrepaden gecombineerd met ruimte voor eigen initiatief",{"type":1161,"tag":2442,"props":2973,"children":2975},{"id":2974},"voor-250-medewerkers",[2976],{"type":1167,"value":2977},"Voor 250+ medewerkers",{"type":1161,"tag":1170,"props":2979,"children":2980},{},[2981],{"type":1167,"value":2982},"Grote organisaties hebben andere voordelen die ze kunnen uitspelen:",{"type":1161,"tag":2628,"props":2984,"children":2985},{},[2986,2991,2996,3001],{"type":1161,"tag":2632,"props":2987,"children":2988},{},[2989],{"type":1167,"value":2990},"Internationale carrièremogelijkheden",{"type":1161,"tag":2632,"props":2992,"children":2993},{},[2994],{"type":1167,"value":2995},"Uitgebreide opleidings- en ontwikkelingsprogramma's",{"type":1161,"tag":2632,"props":2997,"children":2998},{},[2999],{"type":1167,"value":3000},"De kans om met de nieuwste technologieën te werken",{"type":1161,"tag":2632,"props":3002,"children":3003},{},[3004],{"type":1167,"value":3005},"Stabiliteit en zekerheid",{"title":918,"searchDepth":1190,"depth":1190,"links":3007},[3008],{"id":2857,"depth":1190,"text":1042},{"data":3010,"body":3011,"toc":3047},{"title":918,"description":918},{"type":1158,"children":3012},[3013,3018,3023,3028],{"type":1161,"tag":2382,"props":3014,"children":3016},{"id":3015},"begin-vandaag-nog-met-versterken-van-je-werkgeversmerk",[3017],{"type":1167,"value":1050},{"type":1161,"tag":1170,"props":3019,"children":3020},{},[3021],{"type":1167,"value":3022},"Je werkgeversmerk bouwen vraagt om consistente aandacht en investeringen, maar de opbrengsten zijn de moeite waard.",{"type":1161,"tag":1170,"props":3024,"children":3025},{},[3026],{"type":1167,"value":3027},"Begin klein, wees authentiek en bouw stap voor stap aan een werkgeversmerk dat je onderscheidt van de concurrentie. 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