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Employer branding: stop selling dreams, let your employees tell the real story.

Is your employer brand lacking authenticity? Stop selling dreams and find out how to turn your employees into your best ambassadors.There's a scene I see all too often. A company spends a fortune on a beautiful recruitment campaign. Sleek visuals, inspiring slogans, promises of fulfillment... on paper, it's perfect. But internally, employees roll their eyes. Sometimes they laugh. Sometimes they're just cynical.This gap, this wide discrepancy between the storefront and the back office, is the silent cancer of the employer brand.During my recent conversation with Anne-Sophie Noël, whom I had the pleasure of interviewing in episode 32 of the HR Stay Tuned podcast, she pointed out a painful truth with a candor that struck me: "If there's a discrepancy between what a company says about itself in external communications, its ambassadors, that is its employees, will very quickly say: 'No, no, no, that's bullshit, it's not exactly like that.'""Bullshit". The word is out. And it's accurate.In an era where trust is such a rare currency, it's time to stop this corporate charade. Let's stop selling dreams. Let's start sharing reality.The credibility crisis: why no one believes in your stock photos anymoreThe problem is not new. In fact, it's the topic I covered in my final thesis: the alignment between internal and external communication. Even back then, it was clear to me. And today, the phenomenon is amplified by a radical transparency imposed by the digital world.Your candidates are not naive. Even before applying, they have already conducted their research on social media, or by contacting former employees. They know. And the numbers confirm it. According to a study by LinkedIn Talent Solutions, candidates trust employees of a company three times more than the company itself to get credible information about the work environment.Three times.Reread this statistic. It marks the death certificate of top-down and sanitized corporate communication. The career site with actors smiling around a coffee machine? No one believes it. The CEO's polished speech on "values"? It is immediately contrasted with the stories, good or bad, that the teams share on the ground.As Anne-Sophie aptly puts it, your true ambassadors are not your PR agencies. " The employees of a company are its first ambassadors. " They are your only source of truth. Ignoring them, or worse, contradicting them, is not just a mistake. It's brand suicide.The authenticity revolution: co-creating your story, not making it upSo, what do we do? Do we give up?On the contrary. We are radically changing paradigms. The solution is disarmingly simple, but it requires courage: we must make authenticity a strategy.Anne-Sophie summed it up perfectly: "A good employer branding campaign, to me, is one that is done with the employees."This goes well beyond a few scripted video testimonials. It's about co-creating your story. This is called "Employee Advocacy", but let's get rid of the jargon. In plain terms, it's about creating an environment where your teams are not only heard, but also feel proud and safe to share their actual experiences.How do we do it, practically speaking?Listen before you speak: What do your colleagues REALLY like about you? What excites them? What frustrates them? Conduct surveys, focus groups, informal conversations. Look for the raw material, not the polish.Identify your true storytellers: Give a voice to everyone. Not just to managers or the "good students". Highlight the technician who solves complex problems, the accountant who loves the atmosphere of her team, the young talent who has been well integrated. Their experiences are a thousand times more powerful than any slogan.Provide them with a stage, not a script: Your career site should be their platform. Your LinkedIn account should showcase their achievements. Companies like Patagonia or Decathlon don't burden themselves with corporate speak; they show their employees in action, living the passion for sports or the outdoors that is the brand's DNA. According to a report by MSLGroup, messages shared by employees have a reach 561% greater than the same messages shared through the brand's official channels. It's a monumental marketing and HR lever, based on trust.My struggle: to make authenticity accessibleI have held this belief for years. It's what recently drove me to launch Jobloom, my new venture. I've seen too many companies wanting to be authentic, but facing a lack of time or budget to create quality content.My obsession is to make this authenticity 'sexy' and accessible. As I was explaining to Anne-Sophie, we directly integrate the creation of this lively and embodied content into the design of career websites. We help companies to interview their talents, to turn these gems into captivating stories, so that their employer brand can finally be a true and attractive reflection of their culture.Because in the end, the best employer brand isn't the one that promises the moon. It's the one that tells you: "This is who we are, with our strengths, our challenges, and the incredible people who keep things running. If that speaks to you, join us."It's an invitation, not an advertisement. And that's the whole difference.

The (forgotten) art of celebrating small big victories!

This afternoon, we took a break. Not to discuss a product update. Not to think about our roadmap or our future clients. But to celebrate. Around the plate, almost the entire team. Louise, Phil, and Stéphanie were missing. In the spotlight: the official birth of Jobloom and our fundraising, synonymous with trust and growth. It was just a lunch. But in reality, it was much more. A moment to breathe. To look back at the journey we've made. To say to ourselves, "we did it." Together. In the startup world, we celebrate too little. We rush, we chain, we plan. And yet… These moments are essential. They foster cohesion, strengthen the vision, and remind us why we get up every morning.Jobloom is a new step. A project born from the experience of Betuned, our learnings, and our passion for transforming recruitment into an innovative and effective solution. We will tell you all about it very soon. But today, we just wanted to share one thing: let's not forget to celebrate. These “small big victories” are the cement of the adventure! Let's Bloom!

Amélie Alleman invited on LN24: Jobloom at the heart of HR news

Amélie Alleman, founder of Jobloom and Betuned, was recently a guest on the news channel LN24 to discuss the challenges of recruiting in SMEs and how technology can transform the candidate and recruiter experience.During this interview, she reflects on her entrepreneurial journey, the origins of Jobloom, and the challenges that small and medium-sized enterprises face in attracting the right talent in a competitive market. She explains how Jobloom enables SMEs to create a dynamic career page, distribute their job offers with a single click, and manage applications easily thanks to artificial intelligence.A clear, concrete, and inspiring exchange on the future of digitalized recruitment.

What if your employees became your best allies for the future?

Your talents of tomorrow are already with you. Discover how internal mobility transforms your talent management, boosts engagement, and secures your future.In a world where there is constant talk of a talent war, the search for meaning at work, and more humane governance, one question deserves to be asked: what if your employees became your best allies in building the future of your company?I explored this topic in an exciting episode of my podcast HR Stay Tuned, alongside Sabine Colson, Investment Manager at Wallonie Entreprendre, an expert in management buyouts and employee share ownership. Together, we discussed strategy, HR, business transfer, emotions... and above all, a different way of doing business.Why talk about management buyout and employee share ownership in 2025?Because the context demands it.The aging of SME leaders makes business succession a critical economic issue.Today's talents (and even more so those of tomorrow) no longer just want to “work”. They want to participate, build, influence.Commitment becomes a strategic factor, not just HR.In this context, the mechanisms of management buyout (MBO) or employee share ownership allow for an internal, gradual, aligned transition. They create continuity, strengthen the local roots and stimulate performance.MBO vs Employee Shareholding: What's the Difference?Two approaches, one same philosophy.➤ A management buyout is when one or more executives or managers acquire all or part of the company.E.g.: A CEO and their committee take over the company from a founder who is retiring.➤ Employee share ownership is when the capital is opened up to a broader segment of the workforce.For example: All employees can invest in their company, often through a collective investment vehicle.What these two models have in common: ✅ A desire to sustain the business project. ✅ A strategic involvement of the teams strengthened. ✅ A more shared governance and more humane.When the human becomes strategicWhat Sabine Colson brilliantly highlights is that these structures are not just economic. They are emotional, human, deeply connected to the corporate culture.“At Technord or I-care, you can see that employees no longer say 'I work for', but 'I am part of'. It changes everything.” – Sabine ColsonEmployee shareholding creates pride, accountability, but also a new form of shared leadership.Practically speaking, how does one go about it?No need to have an immediate resale project. Here are some concrete ideas to start a strategic reflection:Map your internal talents: who might be ready to take over? to get more involved?Organize open discussion times on the company's long-term vision.Train your teams in governance, finance, risk: commitment comes through understanding.Contact an organization like Wallonie Entreprendre, which can support these transitions, even from the very early stages.And above all: dare to ask the question, even if everything is not ready.My personal feedbackWhen I raised funds for Jobbloom, I also asked myself: what kind of governance do I want? What role for my team in this project?These are topics that deeply challenge our stance as leaders. It's not just about capital or strategy. It's a vision of the company. Of its mission. Of its future.Conclusion: the company as a collective adventureLe management buyout et l’actionnariat salarié ne sont pas des solutions miracles. Mais ce sont des outils puissants pour réconcilier performance, pérennité et engagement.And what if, instead of looking for an external buyer, we looked around us?What if, instead of looking for solutions to resignations, demotivation, the war for talent... we opened the door to the talents we already have?Thanks to Sabine Colson for her valuable insights.

Discover Jobloom in La Libre Echo.

La Libre Echo features Amélie Alleman, founder of Jobloom, in an inspiring portrait of her entrepreneurial journey and the creation of a recruitment solution designed for SMEs. An article that looks back at the birth of Jobloom, its innovative positioning, and its mission: to simplify recruitment through technology.Amélie Alleman honored in La Libre Echo: a look back at the genesis of JobloomWe are pleased to share a great article published in the weekend edition of La Libre Echo (April 26-27, 2025), which devotes an entire page to Amélie Alleman, founder of Jobloom and Betuned.In this portrait, journalist Pierre-François Lovens reflects on Amélie's entrepreneurial journey and how her two projects – complementary and decidedly focused on innovation – are reinventing recruitment in SMEs.The article highlights the origin of Betuned, a specialized agency in employer branding through video, and then the natural evolution towards Jobloom, an all-in-one SaaS platform designed to digitize, automate, and simplify the entire recruitment process.Amélie shares transparently her transition from the service sector to tech, her pragmatic approach to AI applied to HR, as well as the vision behind Jobloom: to make recruitment simpler, more human, and more efficient for companies that don't have the time or resources of a large group.

Corporate Culture: The Secret to an Irresistible Employer Brand

Forget foosball. A strong employer brand isn't what you promise, but what you are. Discover how to make your company culture your greatest asset.In a job market where attracting and retaining talent has become an art, corporate culture is no longer a mere "nice-to-have" option. It's the foundation, the DNA upon which an employer brand that is authentic and, dare we say, irresistible is built. But how do we move from nice words on a poster to a reality that is lived and embodied by every employee?To decipher this fascinating topic, we had the pleasure of discussing with Barbara Vandermaesen, co-founder of the consulting firm Humind, in our latest podcast. With her experience as a consultant and HR director, she provided us with valuable insights on how to build a culture that not only attracts but also makes people want to stay.Let's discover together the secrets to making your culture the most powerful of your assets.What is Corporate Culture, Concretely?Forget the academic definitions. Barbara offers us a much more evocative metaphor: imagine entering a house. Before even seeing the details, you feel an atmosphere. It's the smell, the warmth, the soul of the place. The corporate culture, that's exactly what it is."It's that soul, that smell, that atmosphere that is created within the organization. [...] It's something that you feel." - Barbara VandermaesenA strong culture is not one where everyone thinks the same. It's a consistent culture. It's when the experience you have, whether as a candidate, employee, or customer, is the same at every touchpoint. From the wallpaper on Teams to the onboarding, including the way successes are celebrated.The 4 Pillars of a Living and High-Performing CultureSo, how do we build this consistency? According to Humind, it all rests on a pragmatic four-dimensional model. To omit any one of them is to risk seeing your beautiful cultural edifice collapse.1. The Expression: Communicating Your DNAThis is the most visible part. It's about defining and clearly communicating who you are.Define your values: What do they actually mean to you?Create a manifesto: Share your story, your "why".Deploy a communication plan: Use all channels (intranet, posters, meetings) to ensure the message is heard.But beware, this is only the beginning. A culture that remains at the stage of expression is an empty shell.2. Modeling: Embodying BehaviorsA value like "innovation" is good. But what does it mean in everyday life?Translate values into observable behaviors: Does "Innovate" mean "having the right to make mistakes"? "Suggesting ideas outside of one's scope"?Leading by example: Managers and executives must be the first to embody these behaviors. If you advocate for collaboration, but the leaders work in silos, the message gets mixed.Train and support: Help your teams understand and adopt these new habits.3. Anchoring: Aligning Your HR ProcessesThis is where the magic happens (or not!). Your culture should permeate all of your organizational processes, especially your HR levers.Recruitment: Does your hiring process reflect your values? Are the interview questions aligned?Onboarding : Welcoming new members is a crucial moment to convey the culture.Performance Management: Do you assess and reward the behaviors you want to promote?Internal communication: Your intranet, newsletters, events... everything should reflect your culture.4. Empathy: Taking the Pulse of Your OrganizationOne can only improve what one measures. To know if your culture truly lives, one must listen.Quantitative surveys: Regular polls to measure adherence to values and the social climate.Qualitative approach: Interviews, focus groups, workshops to understand the nuances.Observation: Pay attention to the weak signals, the informal rituals, and what is said around the coffee machine.By working on these four dimensions in a balanced way, you create a virtuous circle where the culture is continuously strengthened.From Culture to Recruitment: Culture Fit or Culture Add?This is a strategic question that every human resources professional should ask themselves. Should we recruit people who are like us (Culture Fit) or people who complement us (Culture Add)?Culture Fit: It's the path of comfort. We recruit "clones" who integrate easily. The risk? Groupthink, stagnation, and reduced adaptability.The Culture Add: It's the path to evolution. We hire diverse profiles that bring new perspectives and challenge the status quo. It's essential for innovation, but it requires a greater integration effort to ensure the individual doesn't feel like an "alien".The right answer depends on your maturity and your HR strategy. What's important is to consciously make this choice: are we looking to strengthen our current culture or to evolve it?Showcasing Your Culture: Employer Branding in ActionOnce your culture is defined, embodied, and established, it's time to make it shine to attract the talents that match you.Authenticity above all: Your employer brand should be a true reflection of your internal reality. False promises create disappointments that are costly in terms of turnover and reputation.Internal-External Coherence: The message conveyed on your career site, in your videos, or on Glassdoor must be aligned with the employee experience. Any discrepancy is quickly noticed and harms your credibility.Les Ambassadeurs, vos meilleurs alliés : Le leadership est le premier ambassadeur. Mais ne vous arrêtez pas là ! Identifiez des collaborateurs à tous les niveaux qui incarnent votre culture et donnez-leur les moyens de la partager. Comme le suggère Barbara, pourquoi ne pas les impliquer dans l'onboarding des nouveaux arrivants ? C'est une manière incroyablement puissante de transmettre l'ADN de l'entreprise dès le premier jour.In ConclusionBuilding a strong corporate culture and an irresistible employer brand is not a sprint, but a marathon. It requires strategy, consistency, listening, and unwavering commitment from leadership.True success is when culture is no longer an "HR project" but everyone's business. It's when every interaction, every process, every communication reinforces who you are. That's how you will not only create a competitive edge to attract the best, but also a work environment where well-being and commitment lead to sustained performance.And you, where are you in building your culture? What are your biggest challenges? Share your experience in the comments!

Why your employer brand is your number one asset for recruiting in 2025

In 2025, a strong employer brand is the number one lever for recruiting the best talent. Discover how to improve your attractiveness, optimize your career site and reduce your recruitment costs thanks to SEO best practices, ambassador testimonies and proven strategies. Practical cases and concrete advice at the end.Introduction: The employer brand, a crucial tool in 2025In 2025, recruitment is no longer limited to posting a job offer and waiting for applications. The war for talent is intensifying, and businesses need to redouble their efforts to attract and retain the best talent. A strong employer brand has become a decisive factor in distinguishing yourself and convincing the most qualified candidates.According to a study by LinkedIn Talent Solutions, 76% of recruiters consider the employer brand to be a major strategic lever for attracting talent. Another study of Glassdoor reveals that companies with a strong employer image receive 50% more qualified applications and reduce their cost per hire by 43%.In this article, we look at why and how a well-defined employer brand can transform your recruitment strategy.1. The direct impact of a strong employer brand on recruitmentA company with an attractive employer brand attracts talent more easily. But what does that mean in practice? A well-defined employer brand has a direct influence on the perception of candidates, improves talent retention and has a positive impact on employee engagement. A company that takes care of its employer image also sees its job offers perform better on Google for Jobs and LinkedIn.A good employer positioning therefore improves the quality of applications and reduces turnover, a crucial issue for many industries such as hospitality or retail.📌 Key takeaways:A strong employer brand directly improves the quality of applications and reduces turnover.It shapes talent perception and increases employee engagement.Les entreprises qui investissent dans leur image d'employeur réduisent leurs coûts de recrutement tout en attirant des candidats mieux adaptés.2. How can you effectively strengthen your employer brand?To build a strong employer brand, several levers must be activated:✔ An attractive and optimized career site: A well-structured and informative career page is crucial. Include employee testimonials, FAQs about your company culture, and emphasize opportunities for growth. ✔ An active presence on social media: LinkedIn, Instagram, and TikTok have become key platforms for recruitment. One in two candidates checks out a company's social media before applying. ✔ Engaging job descriptions: Write compelling job descriptions that reflect your values and benefits. Use an authentic voice and a clear layout. ✔ Internal ambassadors: Encourage your employees to share their experiences and stories. Genuine content gives confidence to potential candidates.💡 Example:Google and L’Oréal have boosted their attractiveness by adopting an employer branding strategy focused on transparency and authenticity.Google : a mis en avant sa culture de l'innovation et du bien-être des employés à travers des vidéos immersives sur YouTube et des témoignages partagés sur LinkedIn. Ils ont également lancé un programme d'ambassadeurs internes où les employés partagent leur quotidien professionnel via des blogs et des publications sur les réseaux sociaux.L’Oréal: created engaging HR communication by telling inspiring career stories and offering behind-the-scenes glimpses of the company on Instagram and TikTok. They also encouraged employees to share their experiences on Glassdoor and LinkedIn, strengthening their credibility with potential candidates.3. SEO and employer brand: Attracting the right talent via your career siteYour career site is one of the first showcases of your company for candidates. A poorly referenced or too slow site can negatively impact your ability to attract the right profiles.SEO best practices for a successful career site✔ Optimization of job listings with relevant keywords. ✔ Using Google for Jobs to maximize visibility and appear at the top of searches. ✔ Quick loading time to prevent drop-offs (53% of visitors leave a page if it takes more than 3 seconds to load). ✔ Mobile-friendly version, because 60% of applicants apply from their phone.👉 Also to read: SEO Optimization for Job Vacancies: The Complete Guide4. Case Study: How Leonidas Enhanced Its Recruitment with a Strong Employer BrandLeonidas, an iconic Belgian confectionery brand, needed to attract international talent while strengthening its employer image. By collaborating with Jobloom, they have:✔ Increased the number of visitors to their career site to 4,500 per month. ✔ Received 500 qualified resumes monthly. ✔ Optimized their employer brand image in Europe, by improving their storytelling and their presence on social networks.👉 Also to read: Leonidas: Strengthening the Employer Brand and Recruiting Internationally with Jobloom5. Common mistakes that damage your employer brandEven the most attractive companies can make mistakes that hinder their recruitment. Here are the most common ones:🚫 A neglected career site → Lack of updates, outdated visuals, candidate journey that is too long or confusing. An outdated site sends the wrong signal to talent. 🚫 Corporate values that are not very credible → A discourse that is too corporate or too far from internal reality creates a dissonance perceived by candidates. 🚫 An absence of HR storytelling → Candidates want concrete and authentic testimonies. Without human content, it's hard to capture their interest. 🚫 A lack of interaction on social networks → No response to comments, lack of commitment from internal teams: this gives a passive image of your business. 🚫 Unattractive job offers → Ads that are too generic, without highlighting the advantages for the candidate. Poor wording can drastically reduce the number of qualified applications.6. Why will investing in employer branding today have an impact on your recruitment in 2030?Working on your employer brand is a long-term investment. Businesses that start early reap lasting benefits:✔ Better talent retention → A strong employer brand reduces turnover and improves employee engagement. ✔ Increase in the HR Net Promoter Score → Satisfied employees become your best ambassadors and attract new talent. ✔ Reduced recruitment costs → A better reputation means less dependence on expensive job boards and recruitment agencies. ✔ Adapting to the new expectations of candidates → Flexibility, well-being at work and corporate values have become key criteria in choosing an employer.ConclusionBuilding a strong employer brand is now a key strategic asset to attract talent and optimize your recruitments. Investing in transparent communication, optimizing your career site, and relying on internal ambassadors can enhance your appeal and reduce recruitment costs.🚀 Do you need support to strengthen your employer brand and optimize your career site? Contact Jobloom for a free demo!‍

The KPIs to follow to assess the effectiveness of your recruitment

Discover the 5 essential KPIs to optimize your recruitment in 2025: conversion rate, recruitment time, quality of applications, cost per hire and candidate satisfaction. Improve your HR process and attract top talent with accurate and actionable data. Download our free guide!Introduction: Why measuring the effectiveness of your recruitment is essential in 2025“If you don't measure, you can't improve.” This saying has never been more pertinent in the field of recruitment. In 2025, confronted with an intensified war for talent and changing expectations from candidates, companies must track key performance indicators (KPIs) to optimize their recruitment process.Far from being mere numbers, these KPIs enable us to answer essential questions:Is my hiring process too long?Am I attracting the right profiles or too many unsuitable candidates?Is my recruitment budget well spent?Is the candidate experience optimized?A study of LinkedIn Talent Solutions shows that 77% of recruiters believe that optimizing HR KPIs has become a strategic priority to enhance their efficiency.In this article, we detail The 5 essential KPIs to be followed in 2025 to improve your performance and guarantee an optimized candidate experience.1. The candidate to hiring conversion rateOne of the first indicators to watch out for is the conversion rate between the various stages of recruitment. It allows you to identify when candidates leave the process and to adjust your strategy.How do you calculate it?Number of candidates hired/Number of applications received x 100💡 Real-life example:If you receive 500 applications for a position and hire 5 people, your conversion rate is 1%. If this rate is too low, it may indicate a misalignment between your job ad and the profiles it attracts.‍According to Glassdoor, companies with an optimized recruitment process see a 30% increase in the conversion rate of qualified applications.2. Recruiting time (Time to Hire vs Time to Fill)The Time to Hire (time between the first interaction with a candidate and their hiring) and the Time to Fill (total time to fill a position) are crucial for measuring the effectiveness of recruitment.Why is it important?‍✔ Taking too long to hire results in losing top talent to more responsive companies. ✔ It causes an increased workload for teams while waiting for the new hire. ✔ It directly affects productivity and operational costs.📌 2025 Benchmark:A study by SHRM (Society for Human Resource Management) shows that the average Time to Hire is 24 days, while top-performing companies hire in under 15 days.‍3. The quality of applicationsAttracting a lot of candidates is good. Attract The good ones, it's better. This KPI makes it possible to know if the candidates who apply really match the needs of the position.How to assess it?‍✔% of candidates who pass the first stage of recruitment. ✔ Matching score (offered by some ATS like Jobloom). ✔ Retention rate at 6 months: if a new employee leaves their position in less than 6 months, this may reveal a problem of alignment between the mission and the expectations of the candidate.4. Cost per HireEffective recruitment should be profitable. The Cost per Hire measures the investment required for each hire.Calculation:‍Total cost of recruitment/Number of hiresInclude in your calculation: ✔ Advertising costs. ✔ Costs of HR tools (ATS, job boards). ✔ Time spent by recruiters. ✔ Training and onboarding costs.📌 2025 Benchmark:The average cost per hire in Europe is estimated at €4,425, ranging from €1,500 for SMEs to €8,000 for large enterprises (source: Glassdoor Economic Research).‍👉 Also to read: How Huggys increased its candidate conversion rate in hospitality by 12 times, a tangible example of recruitment transformation through KPIs, digitalization, and improved application management.5. Taux de satisfaction des candidats et des employeursRecruiting does not end with hiring. A good performance indicator is the satisfaction of candidates and managers.How do you measure it?‍✔ Satisfaction questionnaires after recruitment. ✔ Feedback after 3 months regarding the integration of the new employee. ✔ NPS (Net Promoter Score) to measure overall satisfaction.ConclusionFollowing these 5 strategic KPIs will enable you to enhance your recruitment efficiency, attract the right talent, and optimize your costs.📘 FREE guide: Optimize your career site and attract top talent !🚀 Download our comprehensive guide and discover how to structure your KPIs, improve the candidate experience and boost the efficiency of your recruitments.

Inspiring Entrepreneurs 🎙️

This summer, I had the pleasure of being invited to participate in Geoffroy Josquin's podcast "Les Entrepreneurs Inspirants". It was a really nice moment of sharing with Geoffroy. We talked about: • The importance of innovation in recruitment • The origin of Betuned and what motivated me to get started • The team, having the right people in the right place • The human challenges that can be encountered • How to juggle being a mom and a business owner A big thank you to Geoffroy Josquin for this enriching conversation. I hope it will inspire others to embark on entrepreneurship!Discover the video podcast on YouTube: https://www.youtube.com/watch?v=jTtcBGChFJAThe podcast is also available on all traditional podcast platforms: Spotify, Deezer, Apple Podcasts, Google, Amazon Happy listening!

Betuned is being talked about in Trends-Tendances!

Re-Connect, the podcast inspired by the eponymous book by Georges-Alexandre Hanin, features entrepreneurs and their stories. This week, Amélie Alleman was on the microphone!Amélie Alleman has already founded two companies. The first with a partner whose skills complemented hers, the second, she wanted to launch on her own. Her overflowing creativity provided her with countless resources that she tapped into in unexpected ways to equip herself in areas that were less familiar to her.Listen to the episode on Spotify or on Apple Music.📢 Discover all the Betuned services: make an appointmentYou can also contact us: [email protected] or 0474548989

“Stand out from the crowd”: building a strong employer brand when everyone is saying the same thing

I have participated in over a thousand recruitments in my career. And almost every time, I've heard the same phrases: “We want to attract good profiles.” “We want to stand out.” “We want people to talk about us.”But when I dig deeper and ask this simple question: What's your difference, what do you offer that others don't have? ... silence falls.The job market has evolved. Talents have choices. They compare. They question. They google. And faced with an avalanche of 'great atmosphere, tight-knit team, stimulating job' offers, everything becomes blurred.This is where the employer brand becomes central. Not just as a nice varnish. But as a lever for clarity, attractiveness, and consistency.Employer branding: what are we (really) talking about?No, it's not a logo on a job posting or a corporate video. The employer brand is the perception that people have of you as an employer.It exists whether you have formalized it or not. It expresses itself:In the opinions (formal or informal) of your colleaguesIn your interactions with the candidatesRegarding the quality of your onboardingIn what you post (or do not post)In your silences, as much as in your wordsThat's what a talent feels, even before meeting you.The real challenge: “stand out from the crowd”Everyone wants to stand out. But everyone uses the same words, the same codes, the same formulas.Result? Nothing stands out. The vanilla HR approach prevails. And the candidate moves from one career page to another without ever feeling that famous “wow, this is where I want to work.”Le “stand out from the crowd” ne se joue pas sur du marketing flashy. Il repose sur 3 fondamentaux :The clarity of your employer value proposition (EVP)→ Who are you? What are your actual promises? What do people experience in your company?The alignment between speech and reality→ The worst thing for a talent is to experience dissonance once recruited. It breaks trust, commitment... and retention.The ability to share what makes you unique→ No need to be Google. You just have to be authentic. And understand what resonates with your targets.The real challenges of HR professionals and employer branding todayWhat I hear most on the ground:Not enough bandwidth → too many projects, too few handsNo dedicated team → we make do with what we haveLack of internal buy-in → constant need to 'evangelize'No clarity on the right indicators → what is a successful employer brand?Silos between HR, marketing, and communications → each moving forward with their own prioritiesTensions between global and local → hard to tell a coherent story internationallyThese are real issues. And we won't solve them with a quick 'rebranding' or a video that ticks all the boxes.So, what are we doing? Where do we start?The answer is often simpler than we think:We start by listening. What the employees say. What they experience. What they like (or not).We clarify our DNA. The true lived values. The differences. The key moments of the employee experience.We align the touchpoints. From the career site to social networks, through the job offer and the interview. Everything must tell the same story.And above all: we don't try to please everyone.We aim to attract the right people. Those for whom our culture, our challenges, our style will truly resonate.My own challenge at the moment?It's about bandwidth. The more we progress, the more the subject fascinates... and the more I'm asked to intervene, to audit, to rewrite, to co-construct. And sometimes, I dream of an employer brand team! But even without a team, it 'simply' takes laying the right foundations. And to build, step by step, a true and powerful story.And you? What's your biggest challenge today to “stand out from the crowd”? And if you feel like talking about it? Write to me, I love these exchanges.

Recruter sans outils digitaux, c’est un peu comme pêcher sans filet : on finit par passer à côté des meilleurs profils.

Aujourd’hui, les candidats veulent postuler aussi facilement qu’ils commandent sur Amazon — et si ce n’est pas le cas, ils passent à l’offre suivante.Voici les 10 erreurs les plus fréquentes que font encore (trop) de PME… et comment les éviter.1. Un site carrière figéUne simple liste d’offres ou des PDF à télécharger → taux de conversion quasi nul (0 à 2 %).2. Pas de mobile firstAlors que plus de 90 % des candidatures se font sur smartphone.3. Des formulaires à rallongeLettres de motivation obligatoires, 20 champs à remplir, étapes multiples… les candidats fuient.4. Aucune marque employeurPas de contenu qui donne envie de rejoindre votre boîte plutôt qu’une autre.5. Des process éclatésCandidatures par mail, suivi dans Excel, CV dans Dropbox → perte de temps et d’efficacité.6. Pas de base de données centraliséeOn oublie les bons candidats, on recontacte les mêmes profils, on perd la mémoire collective.7. Pas de visibilité multicanalLes offres ne sont publiées que sur LinkedIn ou Indeed → portée limitée.8. Zéro automatisationLes recruteurs passent des heures à trier ou envoyer des refus manuellement.9. Manque de feedback candidatAucune réponse claire ou rapide → image employeur abîmée.10. Recrutement perçu comme administratifAlors qu’avec les bons outils, on peut redonner du temps à l’humain, à l’échange, à la rencontre.La bonne nouvelle ? Tout ça se corrige facilement.Avec Jobloom, les PME peuvent digitaliser leur recrutement sans perdre leur authenticité — et sans se ruiner.Vous avez envie de voir comment ça marche ?

Jobloom, c’est un ATS ? Oui… mais pas que !

On nous pose souvent la question : « Jobloom, c’est un ATS ? » Au début je ne voulais pas développer d’ATS. Par ce que tous les ATS se concentrent sur le back-end : trier les CV, gérer les candidatures, suivre les étapes.C’est utile… mais ça ne résout pas le vrai problème : faire venir les bons candidats.Chez Jobloom, on a pris le problème à l’envers.On part du front-end — un site carrière qui attire, engage et convertit (jusqu’à 24 % des visiteurs postulent, contre 0 à 2 % en moyenne).On y ajoute la multidiffusion sur plus de 100 canaux (LinkedIn, Google Jobs, Indeed, Talent.com…), une expérience mobile-first ultra fluide, et un ATS intelligent dopé à l’IA pour tout centraliser sans friction.En clair : Joblot, c’est bien plus qu’un ATS.C’est une solution de recrutement digitale globale, pensée pour les PME.

Christelle Lempereur, DRH de Léonidas.

" Nous avons reçu 55 candidatures sur un profil atypique et ça, c’est parce que cette offre publiée par ce site (jobloom) génère beaucoup d’attractivité et beaucoup de visibilité. "

How to digitize recruitment as an SME?

The digitization of recruitment has become essential for SMEs. This article explains how to:Offer a fluid and mobile-first candidate experience.Use your employer brand as a lever for attraction.Avoid fragmented processes thanks to a centralized database.Automate repetitive tasks to save time.Effectively disseminate your job offers.Improve internal collaboration around recruitment.Why digitize recruitment?Everything has become digital. We buy in a few clicks on Amazon, we book our holidays on our smartphone... and candidates expect the same simplicity when applying for a job.The parallel with e-commerce is striking: nearly 3 out of 5 buyers abandon their online cart before finalizing.In digital recruitment, it's even worse. If the process is not fluid and mobile-friendly, you lose your talent before you even meet them.A classic career site converts only 0 to 2% of its visitors into candidates, whereas with an optimized digital experience (SEO, employer brand content, mobile first), this rate can be multiplied by 10, creating a genuine source of candidate acquisition.Digitizing recruitment has become a vital issue for any SME that needs talent.Digitizing recruitment with a simple candidate conversion funnelJust like in marketing, you need to think about the conversion funnel. A candidate must be guided from where they are (Google Jobs, LinkedIn, social networks, articles, specialized job boards...) to the application stage.The 3 key steps:Be present where candidates are.Offer a friction-free experience, especially on mobile (more than 90% of applications are made on smartphones).Allow applying in one click, via a CV or a LinkedIn profile.Did you know that 90% of LinkedIn users in Belgium are exclusively on mobile?Using your employer brandWhy would a candidate choose your SME over another company with an equivalent position and salary? The answer lies in your employer brand.This must be authentic. Forget the “bullshit” and the nice marketing speeches: you have to speak the truth.Questions to ask yourself:What is your work culture?What are your values and vision?What concrete projects are your teams leading?What opportunities for growth or training do you offer?84% of candidates look for information about the employer brand before applying, and this figure rises even higher for shortage profiles.An empty or outdated career site becomes a major obstacle.Also, remember to adapt your content according to your target profiles: a worker, an engineer, or an IT specialist will not have the same expectations or language.Avoid fragmented processesToo many SMEs still manage their recruitment via a mixture of emails, Excel, Dropbox, or SharePoint. The result: fragmented and inefficient processes.Concrete examples:A candidate already met is contacted again by mistake.A promising profile is lost due to the lack of a centralized database.Candidate feedback is forgotten, tarnishing the employer image.A centralized databaseThe key to digitization is data centralization.With an ATS (Applicant Tracking System), you create a unique database that:Keeps the history of each candidate,Shares information between managers,Allows building a talent pool for future recruitments,Simplifies the rejection or automated follow-up of applications.Thus, no more information loss and instant access to your talent, even those met in the past.Digitizing recruitment by automating time-consuming tasksThe goal is not to replace the human, but to free up time.Automation reduces operational tasks to focus on what matters: the human encounter.Examples of useful automation:Automatic creation of candidate profiles (CV reading, skills, languages, etc.).Sending automated and personalized rejections.Follow-ups of old applications.CV sorting with extraction of key skills.Qualification via short forms.Automatic generation of ads, translations, and social media content.Automated multi-platform dissemination.With AI, these steps become even more fluid and precise.Automated dissemination of job offersPublishing on LinkedIn, Indeed, or Google Jobs seems simple, but it is time-consuming.Candidates are scattered across multiple channels, so you need to disseminate effectively across multiple platforms.Thanks to multi-dissemination tools, an ad can be published with one click on all relevant channels.Advantages:Considerable time saving.Maximum visibility among the right candidates.Complete coverage of the job market without extra effort.Facilitate internal communicationRecruitment is never done alone. In an SME, several actors are involved: directors, managers, HR...Without a central tool, communication becomes fragmented.The benefits of a centralized tool:Notes and evaluations directly on the candidate profile.Real-time tracking of recruitment efforts.Documented and transparent decisions.Result: a more collaborative, fast, and clear process — a guarantee of professionalism towards candidates.Conclusion: digitizing recruitment, a necessity for SMEsNot digitizing your recruitment means losing your candidates before you even meet them.In summary:A mobile-first and fluid candidate experience.An authentic and visible employer brand.A centralized and smart database.Automated processes to focus on the human element.Digitizing recruitment means putting the human element back at the center.