A Guide to Employer Branding

A Guide to Employer Branding

A guide to employer branding

“How can I develop a successful Employer Brand strategy?”

Is it a question some of you are asking? Are you new to the profession? Running your own business? Or do you already have a process in place?
Wherever you stand, here are concrete steps, tried and tested with thousands of employers, which should help you achieve your goals. Just remember nothing comes easy. You might not achieve everything straight away, but having a vision of where you want to be is better than not having one at all.
When implementing this process, please follow the steps in the order presented below.

1.  Business Needs

Employer branding activities may be misdirected if long-term business needs are not fully understood. It’s crucial to grasp what types of competencies are required to deliver on your business plan.

2. Target Groups

Based on your business plan, you’ll want to gain an understanding of what resources should be spent on attracting new talent versus retaining and developing current employees. Also, it’s necessary to identify your primary and secondary target groups.

Use research to uncover the wants and needs of your target groups. How do they perceive your organization? Be aware of what stage in the decision process they’re in. Are candidates aware of your brand? Are they considering you as an employer? Or have they already decided? The better you understand them, the more effective your communications will be.

3. Employer Value Proposition (EVP)

Your EVP should be the foundation for all external and internal communications. Optimizing your EVP will ensure your employer attributes, i.e. what identifies you as an employer, are attractive, credible, sustainable and distinct.

4.  Key Performance Indicators (KPIs) and Objectives

Measure your activities and set objectives. Select the right key performance indicators, like employer brand attractiveness and brand associations, to set annual goals. When you achieve these goals, you’ll realize the brand is moving in the right direction.

5. Communication Mix

Research indicates at which stage of the decision process the target group is in, and this information will allow you to determine where you should put your focus: Should it be on driving awareness? Consideration? Or desire? This knowledge will empower you to optimize the selection of communication channels, leading to the best possible return on investment.

6. Annual Plan

Many of the components are now in place, so your plan starts to solidify. The next step is creating your execution plan:  What activities should you implement? And when?

7.  Storytelling

Based on your EVP and selected communication channels, you’ll now need to develop communication ideas that will resonate and entice your audiences. Communication ideas and concepts should be tested with your target groups before being fully executed – and they should be differentiating.

8. Execute and follow up

With the plan and communication ideas set, it’s time to implement and continuously follow up. By using the right KPIs and regularly monitoring them against your objectives, you’ll be able to correct and optimize activities and messaging when needed, and ultimately deliver on the company’s business needs.


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