Planning, developing and implementing Employer Branding strategy is not an easy task. Here, we have defined 5 steps to follow when implementing your Employer Branding strategy.
Employer Branding is a key component of every successful Talent Acquisition strategy. Having clearly defined Employer Brand can help you find the right job candidates, attract, engage and hire them.
In this world of “War for Talent”, well-planned Employer Branding strategy can be a huge competitive advantage that sets you apart from their competitors.
5 steps for implementing a successful Employer Branding strategy
Step 1: Define your Employer Branding goals
Think about what do you want to achieve with your Employer Branding strategy. Some of the common Employer Branding goals include:
- Get more job applicants
- Get more high-quality candidates
- Increase online engagement
- Increase candidate engagement
- Increase Employer Brand awareness
- Build trust with current candidates
- Get more career site visitors
- Get more applicant from social media
- Increase referral rates
- Increase offer-acceptance rate
Step 2: Identify your Candidate Persona
Defining your candidate persona is a crucial step here. Without knowing who your perfect candidate is, you won’t be able to send targeted messages to the candidates that you want to attract.
Here is a cheat sheet for defining a candidate persona!
Step 3: Define your Employee Value Proposition
Do you know why your current have chosen you? Do you know why do they stay? Do you know what do they like most about you as an employer? These are all the questions you need to answer in order to set up a successful Employer Branding strategy. Answers to these questions best explain your Employee Value Proposition. Your EVP is the message you will target your candidate persona with.
These are the main 5 blocks of every employee value proposition:
Compensation: Salary Satisfaction, Compensation System Satisfaction, Raises and Promotions, Timeliness, Fairness, Evaluation System
Benefits: Time Off, Holidays, Insurance, Satisfaction with the System, Education, Flexibility, Family
Career: Ability and Chance to Progress and Develop, Stability, Trainings at Work, Career Development, Evaluation and Feedback
Work Environment: Recognition, Autonomy, Personal Achievements, Work-Life Balance, Challenges, Understanding of One’s Roles and Responsibilities
Culture: Understanding of Firm’s Goals and Plans, Colleagues, Leaders and Managers, Support, Collaboration and Team Spirit, Trust, Social Responsibility
Step 4: Define the channels to promote your Employer Brand
There are around 5 major touchpoints with candidates before they get hires. They are points of, thus called, candidate journey. Many of these touchpoints are also channels for promoting your Employer Brand.
Methods and Channels for promoting Employer Brand:
Social Networks, Career Site, Current Employees, Candidate Relationship Management, Candidate Interview Experience
Step 5: Measure your Employer Branding success
Based on the goals that you set up in the first step, you should measure the success of your Employer Branding strategy. Data-driven recruiting, however, is impossible without the right recruiting tools! Today, there are many HR tech solutions that help companies excel their Employer Branding strategies
