Connecting...

develop employer branding strategy

5 Steps To Developing Your Employer Branding Strategy

develop employer branding strategy

In an increasingly competitive recruitment landscape, there has never been a better time to develop an employer branding strategy to stand above the competition and target talent at the right frequency.


Here we list the 5 steps needed to build your employer branding strategy.


1. Focus

When developing an employer branding strategy a company needs to ensure that it has established clearly defined goals and aspirations in relation to the process. Do you want to improve brand awareness, are you doing this with a big recruitment drive in mind, are you focusing on improving retention rates? You need to be sure about your reasons for embarking on an employer branding initiative before you begin. You can then focus your employer brand strategy and tailor it accordingly. You need to be sure about what exactly you as a company offer your employees. This will be dictated by the employer value proposition (EVP). If you are not 100% clear about what you offer, you are limiting the effectiveness of your employer brand strategy.


2. Getting buy-in

As already alluded to, receiving buy-in from the CEO and Senior Management is of paramount importance in launching an employer branding strategy. It has to receive support from the top down and have every level of the company on board if it is to achieve its maximum impact. Make sure that the departments principally involved in implementing the branding strategy like communications, marketing and HR know their roles and are on the one wavelength so that the entire company is pulling in the one direction.


3. Budgeting

As with any initiative that a business commits to, it is important to know what the costs will be in advance. Undertaking research to define your EVP, then promoting it through your employer brand strategy will use resources so make sure you budget adequately beforehand. Defining the objectives from your employer brand strategy before you launch into it will help you put your resources to best use in the long run and assist you in in keeping the project on time and within budget.


4. Be true to your Employer Brand

Do not underestimate the importance of projecting your true EVP through your employer branding strategy. Don’t try and be something you’re not. Put simply you need to be as honest as possible with your employer branding. This will definitely increase your chances of attracting and retaining people who are the right fit for your organisation. If people join your company under the impression that working for you will involve certain things, when in reality it won’t, the chances are they will become dissatisfied and move on again. Hires that are attracted by your genuine EVP will be more content in their jobs allowing them to flourish and produce amazing results.


5. Promoting your Employer Brand

Typically the marketing and communications departments are entrusted with promoting a company’s employer brand. A whole host of channels can be utilised, such as your website, social media, print, events and PR.



Contact Us

For a confidential discussion on how we can assist you with your staffing and recruitment needs, please contact Kate McGuinness on +353 1 4744609 or email kmcguinness@sigmar.ie.


Posted by Recruitment Consultant, Sigmar on 7 December 2017

Related Content

W1siziisijiwmjevmtavmtuvmtuvmjkvndyvmdq1nwzmnjetzwuwmc00ywyxlwe3n2etnwe1ndvmodcxmjzll3nodxr0zxjzdg9ja18zntg1mzgwntquanbnil0swyjwiiwidgh1bwiilci0mdb4mjywiyjdxq

Resignations Surge in September as Offices Re-open

Resignations Surge in September as Offices Re-open

Main Points Q3 record breaking recruitment placement results Highest in 20 years, peaking in September Up 44% for same period in 2020 Job orders in the first half of October are trending higher than any previous single month in company 20-year history The Talent Shortage Economy: Recruitment (for on-site labour and remote skills) is the single biggest threat to the Irish economy War for talent now being fought on two fronts: Battle for Retention internally and the Skills Struggle externally    “The Great Return is causing a Mass Exodus. The reopening of offices in September has prompted a new surge in resignations as Ireland now faces a Talent Crisis. Employers are increasingly requesting in-office presence and Employees are voting with their feet..” says Robert Mac Giolla Phádraig, founding director Sigmar Recruitment:   Sigmar Recruitment today reports a record high number of job placements for Q3 (July, August, September) 2021, up 44% on the same period 2020. The figures released today top previous results recorded in Q2, 2021, with September recording the best single month ever in the 20-year history of Sigmar. Job orders in the first two weeks in October are trending higher than any single full month in the company’s 20-year history.   The first half of the year saw strong, consistent growth with job placements, peaking initially in May. Summer months remained as strong, peaking once more in September. Robert Mac Giolla Phádraig, founding director of Sigmar believes that the request to return to the office in September has caused employees to revolt, as they do not wish to return to pre-pandemic conditions and practices..   Commenting on the tightening of the labour market, Mac Giolla Phádraig says: “Demand for talent has remained at an all-time high for the second quarter in our 20-year history. It was somewhat unusual not to see demand abate over the summer months. Indeed, demand continued to increase over the summer, resulting in September’s record results. The rate of job requests  in the first two weeks of October is unprecedented, indicating continued in Q4 and raises the question of the sustainability of talent supply.   “Remote working has literally opened up a world of new opportunity no longer bound by location which is creating significant churn in the professional skills market. This last 18 months has seen employees demand greater flexibility. The request to return to the office by employers in September has prompted employees to reconsider whether they recommit or resign. Many are resigning.”   Mac Giolla Phádraig likens remote work to long-distance relationships, which in many cases don’t work out. “We’ve gone from “living” with our employees in an office environment to long distance relationships, which often sees commitment recede over time. The context of location also opened up new experiences and possibilities on a scale never before seen. In September, many employers have asked employees to “trial” living together once more, which in some cases leads to a reunion or in others to separation.   "Another factor, on the employee side is that of identity and how what we do makes up part of who we are as individuals. “This last 18 months has asked big questions of us all, mainly how our working lives interact with our lives and how we identify with our working lives. In the absence of a workplace we’ve reassessed the balance between who we are and what we do, resulting in lesser commitment to our working selves and therefore to our employers. Employee loyalty has therefore become increasingly under question with many workers are now committed to the experience of work over the employer, adding further to the current levels of churn.”     Talent Shortage Economy Recruitment for both the on-site and remote talent remains the single largest threat to the Irish economy. Says Mac Giolla Phádraig: ”We are seeing two macro trends converge at once, compounding demand for talent across all sectors – (1) supply of labour and (2)shortage of skills.”   The “high touch economy” for on-site labour in sectors such as construction, logistics, retail and hospitality are currently experiencing severe labour shortages. The disruption to international talent supply chains have caused significant bottlenecks to the supply of labour,  particularly effecting on-site, lower skilled jobs. On-going travel restrictions and pace vaccine rollout continue to impede immigration globally, but as an island nation we are now seeing the impact of this as demand recovers at pace.   The “low-touch economy”, on the other hand, where remote work is viable is experiencing greater churn due to the expansion of opportunity for skilled workers, shift in motivation, identity and desire for flexibility. This is now being experienced more acutely in Ireland as offices re-open and employees now vote with their feet, in choosing to resign over reengaging with employers in many cases. Demand has been particularly strong in IT, Financial Services and Life Sciences.    He adds: “If we thought the war for talent was tough, just wait for the battle of attrition. Retaining workers rather than attracting them is now emerging as the number one challenge for businesses across the globe.”