Do you know how your staff feel about working for you? Your employer brand has the power to make or destroy your ability to recruit and retain great people. Indeed, the most significant barrier for job seekers is a lack of understanding of what it’s like to work for a company. That’s where your company’s branding strategy comes into play. Depending on how well you position your brand, you may attract highly qualified applicants who stay with you for a long time—or you may receive crickets from your recruiting pipeline and experience high staff turnover.
Before you start, keep in mind that “enhancing employer branding” does not have a distinct beginning and end. It is, by definition, abstract and flowing. Many people are put off by the non-linear set of findings, but it doesn’t have to be that way. You have a lot of control over your professional image. Just keep in mind that it will always be influenced by external factors. Continue reading to learn about the ultimate guide to employer branding.
In the planning phase, you evaluate your present employer brand and messaging approach and devise a strategy for improvement. Adapt to the needs of your firm. Evaluate and establish a strong corporate culture. Make a list of objectives. Obtain buy-in from the top down. Assign roles and resources. Personas for target candidates should be created. Create a value proposition for employers. Decide on a marketing/advertising strategy. Once you’ve laid the framework, you can start thinking about the best strategies and platforms to use to spread your employer branding message. Where do your ideal candidates hang out? What do you think they’d want to hear? This will aid in the selection of your advertising and recruiting marketing strategies.
In the execution phase, you put your strategy into action. Examine your current employee materials. Examine how you apply for jobs. Make sure that each of the above reflects your target prospects’ needs and desires. Make material that your personas will enjoy. Include everyone on your squad. Encourage others to share. Inquire about testimonials. Make use of a variety of mediums. Information is consumed in a variety of ways. You should be actively interacting in a range of media to successfully express your narrative. Video, social media, blog postings, career sites, podcasts, and even in-person events can all be used in this way. The more opportunities you have to promote your employer brand, the better.
Test and test again. KPIs should be compared to goals. Quarterly, review the results and pivot if necessary. Continually solicit feedback from the team and candidates. Review your strategy at least once a year. To gain a clear image of how far you’ve come, go back to the beginning of the employer branding process at the beginning of each year. Each year, conducting a new round of audits and reviews can help you stay on track with your organization’s shifting strategic goals and focus your efforts on what works best.