6 Steps to Developing Your Employer Branding Strategy
Employer brand is a term used to describe the reputation of an organization, while employer branding is a set of campaigns, marketing services, and activities that employers use to promote their employer brands.
Employer branding is one of the most vital aspects of talent acquisition. With the rise in the war for talent across the world, employers are expected to continue to invest in their branding strategies.
Employer branding strategy is a comprehensive provision of everything you have to provide to benefit your most important asset: Your employees. It is how you are perceived by your current workforce and the people you intend to recruit one day.
Effective employer branding strategies can be the difference-maker in the decision of an ideal candidate to choose your organization over other available options. Here are six steps to help you develop a successful employer branding strategy.
6 Steps to Developing Your Employer Branding Strategy
Audit the Perception of Your Brand
In order to develop your employer branding strategy, it is essential that you have an explicit understanding of how people view your company. This will help you know the adjustments required.
A comprehensive audit of your current brand perception, through the eyes of your employees and external audiences, allows you to understand if your current marketing services and reputation highlight the values you aim for. There are many places you should look at, which include employment review sites, social media, employee feedback, and Google alerts.
Auditing the current perception of your brand on multiple channels helps you gain clarification on whether you are presenting a consistent, compelling, and inspiring message to both your existing team members as well as prospective recruits.
Define Your Candidate Persona
To make employer branding campaigns much more personalized and efficient, it is essential you understand and define who your candidate persona is. A candidate persona is a visual representation of your ideal job candidate. Some of the questions that require answers include:
- What are their main personality traits?
- Who/what influences their decisions?
- Are they active or passive job seekers?
- What roles and responsibilities would they prefer?
- What is the most important to them when it comes to their career? Is it pay, job flexibility, growth and development, interesting projects, work environment, company culture, or anything else?
These qualities will definitely vary based on the specific staff role and location your marketing services are going to. Still, at a basic level, there should be a template that can help you craft branding that appeals to the ideal candidate.
Define Your Employer Value Proposition (EVP)
EVP is what your organization represents. It is the representation of your company's mission, vision, core values, and culture. It is what stands you out from your competitors and what ultimately attracts talent to your company.
At the center of your EVP should be your employees- their interests, goals, and motivations. While EVP includes salary, it should also include other things that matter to staff, such as healthcare benefits, flexibility, comfortable environment, professional development, volunteer opportunities, unique perks such as social outings and gym memberships, etc.
However, when defining your EVP, it is essential to be realistic. Many organizations make their value propositions sound too attractive to talent, while the reality is not assured. Consequently, those organizations get high turnover rates and low employee tenure.
Ascertain and Utilize Your Primary Channels
How do you intend to reach prospective recruits or engage with existing employees?
As part of establishing your audience persona, you should also have a more distinct understanding of what channels will connect with the candidates you are looking for. It is important to have these defined as part of your employer branding initiatives and ensure that consistency is maintained across all the platforms you have chosen to utilize.
Furthermore, when you choose the most effective channels, whether through paid media campaigns, a career page on your website, or the use of social media, then you have positioned yourself to tailor and target your audiences successfully.
Once you identify where you will engage, use those platforms to often translate the vision, inclusivity, and development of your brand and employees. Those blogs, testimonials, images, and other marketing services across the most popular channels for your audience will drive a vivid connection with what your brand represents.
Create Internal Advocates
If your existing employees do not believe in your employer brand strategy, how do you expect prospective candidates to have a positive impression? It is one thing to have members of your workforce on board, but making them actively promote your brand and company as a positive place to work can be much more powerful than many other methods.
Develop a Positive Hiring Process
The recruitment process should be highly professional and rewarding, even for candidates you will not be hiring. A negative experience for an applicant can permanently color how they feel about your company, which could also influence how they communicate their experience on social media.
The best way to make sure the application process is worth it for all job candidates is to create recruitment procedures that are fair, consistent, and transparent. In addition, ensure you communicate with job candidates all through the process, including those who are filtered out in the early stages.
Furthermore, ensure you develop a meaningful onboarding experience for the new hires by creating procedures for onboarding at all levels of the organization that educates recruits about your company's core values.
Assess Your Branding Strategy Success
A good employer brand can drive traffic from job sites and consequently increase the number of job candidates and recruits. It can also lead to an increase in the productivity of your business.
However, once you have your employer branding strategy in place, it is essential that you regularly assess, fine-tune, and adapt your marketing services as your industry and business landscape evolves. Something as crucial as this may not be successful the first time.
Thus, it is essential that you frequently analyse the results of your efforts and see where you should make improvements.
Actively developing your employer brand is admittedly a lot of work, but investing in it to ensure it maintains a positive reputation can help your business grow in the long run.
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