Employer brand is a term used to describe your company’s reputation as an employer. In contrast, employer branding is a set of activities and campaigns your company uses to promote your employer brand and improve your talent acquisition and retention. Employer branding is how you market your company to potential job seekers and what your employees say about your workplace.
While the strategy typically covers much depth and detail, here are five simple steps to get started on building your employer branding strategy.
1. Define your Employee Value Proposition (EVP).
Before the strategy part even starts, it is important to understand what your company stands for. Thus, it's crucial to list the values for your employee value proposition or EVP. The EVP represents your company's core values, mission, vision and culture. It sets you apart from other companies, stands out from the rest and attracts people with the same values and mindset towards you.
There are 5 components that cover the EVP, so begin by listing them down and based on:
- Financial rewards
- Employment benefits
- Career development
- Work environment
Remember when defining your EVP to stay realistic. Ensure that it's not just some pompous, fancy words that look nice when framed onto walls. Also, don't set a bar so high that it becomes only a pipe dream just to attract talent; it may backfire on you by attracting talents who become bad hires!
2. Set goals for your employer branding strategy.
It may sound like a broken record at this point, but just like any other strategy, you'll need to set goals for your strategy. Without a clear vision of what you'd want to achieve, your entire campaign would be thrown out the window and your efforts down the drain.
Start by clearly defining your objectives. Some of the more common ones may be:
- Get more job applicants
- Increase number of high-quality candidates
- Increase online/social media engagement
- Increase candidate engagement
- Improve employer brand awareness
- Build trust with current candidates
- Increase offer-acceptance rate
- Generate more traffic to career site
- Improve application rates on career site
3. Determine your candidate persona.
The third step of this simplified employer branding process is to have a clearer picture of who you're trying to reach.
It’s pretty impossible to reach out to everyone all at once while maintaining a relevant message. So it’s important to define and understand your candidates’ personas. It will make your communication and planning more personalised and streamlined to fit the candidates better.
Simply answer these questions to get started.
- What age group do they belong to?
- For each age group, what is important to them regarding their careers? Is it the salary, learning and growth, the clientele, work flexibility, environment, company culture, or something else?
- Where do they search for job openings? Do they go on social media or job boards? If so, which ones?
- What kind of content do they find valuable?
- What are their pain points?
Of course, don't limit yourself to these questions. Use them to get yourself started, and dive deeper into their personas to understand their behaviours and thought processes better. The more detailed you can get, the better you are able to communicate.
4. List down your communication channels.
The entire candidate journey is more than just your career page and the job descriptions. Typically, the journey will involve a job ad, the job description, a career site, the main website, social media, and even the job application process. All these touchpoints should be listed, planned and written to communicate your employer branding.
If your company has resources for it, you might want to do things that are a little more out of the box. Consider running workshops and lectures outside of the office. This is a great way to promote your employer brand while allowing your staff and other potential employees to learn and grow. Your employees would also be great advocates for the company's employer brand.
5. Report, refine, repeat!
Now for the final step, it would be all for nought if you did not put any performance measures into the entire strategy. How else would you know if it was a success?
Be sure to measure every channel's effectiveness. Different channels should have different metrics and measurements. So start by listing down the channels and determine what success would look like to you for each channel.
Remember, some brands work better for certain groups of audiences within specific channels than others. Therefore it is important to measure progress regularly and then make tweaks and adjustments to your employer branding process. Soon enough, you'll see growth in your employer brand and the conversations around it.
But wait, there's more! And we're just getting started. Ideally, a complete employer branding strategy would be much more detailed and involve many more moving parts. Such as involving C-Suite, candidate experience, or even deep diving into some of the main points such as EVP. Nonetheless, this should serve as a start to get the ball rolling on creating a great workplace and employee experience for your organisation.