Employer Branding Process; Overview
The steps of an employer branding process include getting familiar with the company, considering the growth strategy, setting goals, doing a brand audit, conducting research, setting the employer brand strategy, building the tools to communicate the strategy, launching the brand, and optimizing for visibility and impact.
Employer Branding Process
The employer branding process includes the following steps:
- Get familiar with your company
- Consider your growth strategy
- Set your goals
- Do an audit of your brand
- Conduct research
- Set your employer brand strategy
- Build the tools to communicate your strategy
- Launch the brand
- Optimize for visibility and impact
1. Get Familiar With Your Company
- Employers need to get to know what their core business, culture, mission, vision and values are in order to come up with an employer value proposition. They also need to understand their company objectives and the kind of talent required to achieve those objectives.
2. Consider Your Growth Strategy
- Employers should understand their growth strategy because it will impact how they position themselves as employers and the type of talent they need to attract. The employer brand needs to be aligned with the company's overall business needs. For example, a firm that competes on the basis of having the best talent has different brand requirements from one that competes on the basis of the lowest price.
- If firm does not have a solid strategy, competing for talent should motivate them to develop one.
3. Set Your Goals
- Employers should think about what they want to achieve with their employer branding strategies.
- Employer branding goals include getting more job applicants, getting more high-quality candidates, increasing online engagement, increasing candidate engagement, increase employer brand awareness, building trust with current candidates, getting more career site visitors, get more applicants from social media, increasing referral rates and increasing offer-acceptance rates.
4. Do an Audit of Your Brand
- Employers should get to know how their company is viewed, both by current employees as well as in the market. Research on this can be done internally and externally through applicant surveys, searches on the internet and social media, or using firms that carry out reputation monitoring.
- A brand audit enables employers to know what is working so they can continue with it, and to identify areas that need improvement in company operations, morale and the talent acquisition process.
5. Conduct Research
- In order for an employer brand to resonate with the people that the employer wants to impress, there are several important sources of information: recent hires, talent referral sources, recent departures and potential new recruits.
- Understanding how prospects are responding to the marketplace, how they make decisions, and who the competitors are and what they do, helps employers to understand how they need to be positioned in order to attract the top talent. Employers also need to have a clear definition of their candidate personas so as to know how to best target them.
6. Set your Employer Brand Strategy
- Developing the employer brand strategy is all about employers knowing how they should be positioned as a firm and employer in order to attract the right talent. The brand strategy contains the firm's differentiators from competitors, a positioning statement or value proposition showing their position against other employers, and an employer brand promotional plan which focuses on how to retain current employees and attract potential new hires.
- The employer value proposition (EVP) includes compensation, benefits, culture, career and work environment. It should align with the customer brand but also speak to employees.
7. Build the Tools to Communicate Your Strategy
- Employers should then build the tools to communicate their brand using various channels such as their websites (specifically the careers section), social networks, current employees, lectures and workshops, inbound recruiting, candidate relationship management, the application process, the firm's reputation on employer review sites such as Great Place to Work and Glassdoor, and snazzy job descriptions that contain words and phrases that candidates search for.
8. Launch the Brand
- Launching the brand is a firm-wide process that involves proving and living up to the developed employer brand through human resources, recruiting, senior management and marketing. It addresses both internal and external audiences.
- Living the brand is a process that takes place all day, every day at the firm.
9. Optimize for Visibility and Impact
- It is important to monitor the performance of the program and optimize it over time. The variables that need monitoring are whether the program is being fully implemented, and the impact that it is making (results or success).
- If the implementation is on track, the firm can then focus on picking out additional strategies that were not part of the original plan, but that are still consistent with the firm brand and employee brand. These new approaches should also be tested in order to see if they produce better results.
- Systematic testing is an important part of making sure that the firm achieves results and stays on course.