A question that is gaining momentum and is growing in importance is to understand, what is Employer Branding? Employer branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain. The process facilitates the company’s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the company’s business plan.
Every company has an Employer Brand, whether they like it or not. If employer branding is the process, the employer brand is the identity of a company as an employer of choice. For effective employer brand promotion, however, the company can only attract current and future employees if it has an identity that is true, credible, relevant, distinctive and aspirational. To achieve this, extensive research needs to be conducted, so as to ensure that the employer’s identity addresses not only Top Talent’s but also Top Management’s demands.
Establishing an appealing internal and external employer image, therefore, necessitates the understanding of both talent’s and the company’s needs and wants: What are Top Talent’s career expectations? What are the company’s strategic objectives? After gathering this information, the company can then begin to define its unique identity: What makes an exceptional employer? In the employer branding discipline, this is known as the company’s Employer Value Proposition (EVP). In essence, the EVP is the set of unique employer offerings which are considered valuable to Top Talent.
1. Analytics & Advisory Services: The company needs to understand what kind of value it offers, as defined in the EVP, to current and prospective employees. Top Management also needs to believe and actively support the EVP. Therefore, using a data-driven approach is crucial when you form your EVP. If the company is unaware or unsure of the value it offers Top Talent, the Employer Brand cannot be activated or effectively promoted.
2. Activation: The activation phase requires a holistic communication, marketing plan to ensure the company is getting the right kind of talent aboard and talk in an attractive way. While the talent sourcing’s role is to ensure company-candidate compatibility, marketing and communications aim for top talent in establishing the company as the employer of choice.
3. KPI Development & Tracking: For effective employer brand promotion, constant testing and measuring – when using different campaign techniques, messages, channels, etc. – is required. It is imperative for a company to set Key Performance Indicators (KPIs) and keep track of performance levels in order to make continuous improvements.
If you want to learn more about employer branding, Universum in partnership with the Employer Branding Academy offers an 8-week certified training programme in strategic employer branding. Our Employer Branding Academy is a methodical, tested & proprietary training program for HR and employer branding professionals who want to instantly increase their career value as a professional, build a world-class network of like-minded experts, and learn the exact skills they need to attract and retain the very best talent for their company in 2018 and beyond.
Not only do we help people learn more about Employer Branding, Universum also wants to make Employer Branding strategies available for everyone. Increase your understanding of all the challenges your company faces when it comes to attract, recruit and retain talent today by joining the largest employer branding community in the world. With the help of a strong Employer brand, your company will be able to increase the number of quality applicants, reduce your costs per recruitment and differentiate yourself from competitors.
With Universum, you will be able to Access The New World of Talent and start your journey of becoming an expert in Employer Branding!