5 Steps To Developing Your Employer Branding Strategy
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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.
