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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

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Irish jobs market reaches 20-year high, as office re-entry drives unprecedented levels of recruitment activity

Irish jobs market reaches 20-year high, as office re-entry drives unprecedented levels of recruitment activity

Sigmar Recruitment today reports a record high number of job placements over April, May, and June 2021. The number of placements during this period is higher than any other quarter in the recruitment company’s 20-year history. Current figures are up 6% on the previous record set in 2019 before the pandemic. As one of the largest recruiters in Ireland, Sigmar has offices across the country and is present in all professional sectors. The first half of the year saw strong, consistent growth with job placements breaking all records in the month of May, with June accounting for the second-highest month ever. Commenting on the rebound of the labour market, Sigmar founding Director, Robert Mac Giolla Phádraig says: “The jobs market in Ireland has never been stronger or more buoyant than it currently is. We’re seeing several macro trends converge all at once, which is creating significant churn in the market. Remote working has literally opened up a world of new opportunities no longer bound by location. This is coupled with a rising tide of consumer confidence, as many professionals find themselves in a stronger financial position than before the pandemic. “The last 18 months has asked big questions of us all, and the humdrum of lockdown has created a desire for change which is now resulting in unprecedented numbers of people moving jobs. Employee loyalty is increasingly under question, with remote work being less enjoyable, many workers are now committed to the experience of work over the employer, adding further to the current levels of churn.” IT accounted for one-third of all job placements throughout the quarter, followed in order by Financial Services, Sales & Marketing, Accountancy, Life Science & Manufacturing, Office Support, Public Sector, Construction, Professional Services. Business confidence has also grown steadily over the course of the year, as vaccination gathered momentum. The “low-touch economy” is booming is sectors such as e-commerce, digital, and logistics. Says Mac Giolla Phádraig: “The resurgence of permanent recruitment is somewhat unique to how we’ve rebounded from previous downturns, where we typically saw flexible work return quicker.” Although the vast majority of job placement in Q2 were understandably remote, Sigmar reports that the tide is beginning to change with the majority of employers now committing to hybrid work over the coming three months. Mac Giolla Phádraig advises: “As we now choose our workplaces, at a time when the power dynamic has shifted to the employee, employers need to ensure adequate work practices to reconnect the workforce with the workplace equitably. There is an inherent risk that new workforce inequities may emerge, such as “proximity bias”, where those closest to the centre of influence get greater recognition and therefore promotion opportunities as opposed to remote workers. When it comes to individual contribution the opposite could be argued that remote workers get the benefit of having less in-office distractions and their output is therefore greater.” 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 opens up new experiences and possibilities, which are now being explored on a scale never before seen.” He adds, “if we thought the war for talent was tough, just wait for the battle of attrition. It’s now emerging as the number one challenge for businesses across the globe.”