An employer branding strategy includes all measures that contribute to the establishment of your individual employer brand. By defining the target group, you can identify suitable content and channels to precisely address the desired candidates. Creativity is required when developing an attractive EVP (Employer Value Proposition) in order to convince potential applicants with added value.
When it comes to performance marketing, the goal of your actions is to acquire customers and through customer service ensure future purchases.
The same should apply to candidates on their individual applicant journey, it doesn’t stop once they applied, retention becomes the main focus.
Why is an employer branding strategy important?
An employer branding strategy makes your company fit for the future in the race for high potentials. Digital change, globalisation and the Corona crisis have brought about new working time models, but also the desire of employees for more independence and flexibility. This needs to be met with smart employer branding strategies to continuously optimise your image as an employer and to adapt the application process to the desired talents.
A good employer branding strategy brings your company the following advantages:
- establish expert position
- holistic brand image
- convince sought-after talents
- long-term employee loyalty
- saves costs per hire – link
- optimal application process
- stand out from other employers
Developing an employer branding strategy in 5 steps
An employer branding strategy consists of 5 phases:
- In your target group you define the typical applicants you want to attract to the company. To do this, you can develop personas that contain not only personal key data but also other information such as preferences or interests.
- With the help of internal databases, interaction in social media, free whitepapers in exchange for contact data, email marketing or tracking, you can generate applicant leads, on whose information the appropriate approach depends.
- Based on the data analysis, the concise EVP is formulated in 5 steps. It defines your strategic orientation as an employer, taking into account your corporate identity. A slogan gets to the heart of your brand promise.
- Before addressing the target group, identify their preferred channels. By knowing their expectations and desires, you can tailor the message in terms of content and form. Relevant content increases the likelihood of positive interaction. Timing is also important.
- Make sure you deliver on the promises you made to your top candidates. Constant and open communication helps to identify problem areas as well as the benefits employees want.