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

Sign up for HR & Recruitment Insights Weekely Email

Get a weekly email filled with content about GDPR, Recruitment, Hiring, Employer Branding and Company Culture direct to your inbox.

Sign up for our Jobseeking Tips & Advice Weekly Email

Get jobhunting tips, productivity hacks and career planning advice direct to your inbox.

Related Content

W1siziisijiwmtgvmtivmtavmtevmzqvntqvmtezlzigv29ybgqgrw1wbg95bwvudcbdb25mzxjlbmnllmpwzyjdlfsiccisinrodw1iiiwindawedi2mcmixv0

Sigmar COO, Frank Farrelly elected as President of the NRF for a Third Term

Sigmar COO, Frank Farrelly elected as President of the NRF for a Third Term

Congratulations to our COO, Frank Farrelly, who has been elected President of the National Recruitment Federation (NRF) for a third term. Frank is co-founder of Sigmar Recruitment and is listed in the Staffing Industry Analysts Top 100 Most Influential Staffing Leaders in Europe.​ On being reappointed for the position of President of the NRF Frank commented, “I am delighted to be taking up the mantle of NRF President for a third year. It is an honour to work with CEO Geraldine King and her team as well as the 3 committees whose immense efforts have contributed to so much success. The last 2 years has been a great journey on a range of topics such as education, standards, policy, membership, Garda Vetting, Data Protection, and the WEC conference to name but a few. As an industry our members do great work for candidates and clients across the country. Recruitment continues to evolve and will continue to do so as ‘work’ changes more rapidly than ever before. For 2019 the NRF will continue to raise our standards, be innovative and provide real value to our members. We plan to do this through improving education and through increasing our contribution to the skills and recruitment agenda.” ​Previous to Frank’s 2 years as President he has 7 years as a committee member, Treasurer and Secretary for the National Recruitment Federation in Ireland, before being elected Vice President in 2014. He was part of the team that lobbied Government on the Agency Workers Act, Zero Hours Contracts and ‘If & When’ contracts. He leads the team that lobbies the government on employment legislation, recruitment matters and GDPR, and was instrumental in helping the NRF secure an Apprenticeship in Recruitment practice on the Irish National Framework of Qualifications in 2018.

W1siziisijiwmtgvmtivmdmvmtivmzyvmtevmtqwl05sriaymde4xzeucg5nil0swyjwiiwidgh1bwiilci0mdb4mjywiyjdxq

Sigmar IT and Graduate of the Year Julie Valentine win at NRF Awards 2018

Sigmar IT and Graduate of the Year Julie Valentine win at NRF Awards 2018

The 12th annual National Recruitment Federation Awards took place in the Shelbourne Hotel on Friday night, November 30th. Sigmar were delighted to attend and to come away with not one but two awards on the night. Best in Practice: Sigmar IT It’s been a big year for our IT Team, with the launch of their European IT Recruitment talent hub in Tralee, so picking up Best in Practice Technical, IT & Telecoms in one of the most closely contested categories of the night was the cherry on top. Speaking of the award, Associate Director, Eoin Langdon said that he was delighted their hard work had been recognised. NRF Cert RP Graduate of the Year: Julie Valentine The NRF Cert RP Graduate of the Year Award recognises those who have achieved the highest results in the NRF Certificate in Recruitment Practice exams in 2018. Sigmar was thrilled for our Sales Recruiter Julie Valentine to be recognised for achieving the highest grade of the 2018 graduates. Speaking on Julie’s win, Sigmar Director, Malwina King said; “I am truly delighted that Julie achieved Top Graduate of the Year at the 2018 NRF Awards. Julie, we are super proud of you and your success is very well deserved! Not only was Julie one of the most active participants in Sigmar’s Recruitment Excellence Programme but this award is a testament to her hard work, industry expertise and ‘can do attitude’ that is appreciated by both clients and candidates alike. Well done Julie!” We were also delighted to have Claire Kelly shortlisted for Permanent Recruitment Consultant of the Year and for our Office Support and Technical, Engineering & Science teams being shortlisted in their respective categories.

W1siziisijiwmtgvmtevmzavmtivmdqvmzivmy9bzg9izvn0b2nrxzewmdewnzu5lmpwzwcixsxbinailcj0ahvtyiisijqwmhgynjajil1d

Almost half of workers resent colleagues who are consistently late

Almost half of workers resent colleagues who are consistently late

A new survey conducted by Jobs.ie has found 46% of workers feel resentful of a colleague who is consistently late for work and 50% of respondents in senior management positions said that colleagues arriving late for work creates workplace animosity. Half of employees said that they would like to see flexible working hours, and a further 27% would opt to work from home. The employee punctuality study by Jobs.ie also found that the most common excuses for being late include Traffic (59%) Oversleeping (33%) Weather (26%) The survey also found that 20% admit to being dishonest when explaining why they were late for work. Just over 40% of employers are said to have a 'zero tolerance' policy for lateness in the workplace, enforcing punishments if employees fail to show up on time with one in four employers surveyed admitting they have fired an employee for consistent lateness. Among those surveyed on their employer's attitude to punctuality, 41% described being punctual for work as absolutely essential. Some 37% said there are no real consequences for being late, while 8% said there is a casual approach to punctuality and employees arrive when they wish, and 10% said that provided an individual gets through their work, nobody really notices what time they start work. Overall, 96% of all employees said that they always arrive to work on time, with over half of employees (59%) aiming to be in work at least 15 minutes ahead of their scheduled start time. But those who work nine to five prove to be the least punctual - with less than half (47%) arriving to work on time every day within the past 12 months. 71% of respondents who work early morning shifts and 71% of those who work night shifts were always on time in the past year. Jobs.ie general manager, Chris Paye, said: "It may come as a surprise to many people that Irish workers are actually a very punctual bunch and take great pride in being on time or even early for work. Given this context, it's inevitable that tensions can arise in the workplace if one colleague is consistently late without a valid excuse. One potential solution is moving towards greater workplace flexibility, particularly in relation to start and finish times and remote working facilities. However, this is not a universal solution and may not be effective in all organisations.

W1siziisijiwmtgvmdkvmtevmtcvmjuvmzavnzgwl0ltywdlxza2ndcuanbnil0swyjwiiwidgh1bwiilci0mdb4mjywiyjdxq

Sigmar COO Frank Farrelly makes the Staffing Industry Analysts Top 100 Most Influential Staffing Leaders in Europe

Sigmar COO Frank Farrelly makes the Staffing Industry Analysts Top 100 Most Influential Staffing Leaders in Europe

Frank Farrelly, Sigmar COO and President of the National Recruitment Federation, makes the Staffing Industry Analysts Top 100 Most Influential Staffing Leaders in Europe for the second year running. Frank is COO and co-founder of Sigmar Recruitment and has served as president of the National Recruitment Federation’s executive committee since 2016. He leads the team that lobbies the government on employment legislation, recruitment matters and GDPR, and was instrumental in helping the Federation secure an Apprenticeship in Recruitment practice on the Irish National Framework of Qualifications in 2018. Also on the list is Jean-Marc Brun (pictured below), Founder and Chairman of Groupe Adéquat. In 2018, Sigmar Recruitment formed a strategic partnership with Groupe Adéquat, one of the 50 largest global staffing firms in the world. Under Jean-Marc Brun’s leadership, Groupe Adéquat grew to become one of the largest staffing firms in France. He is chairman of the supervisory board of Groupe Adéquat, which he founded in 1987. The group reported total revenue of €889 million in 2017, up 21% from 2016, and estimates it will reach a turnover of €1 billion for the first time in 2018. Groupe Adéquat’s five-year mission is to become one of the top 25 staffing firms in the world, both through organic growth and continued investment in high-potential international brands. ​